Cision-2018全球媒体报告（英文版）-2018-13页-2mb

CISION 2018 Global State of the Media Report Summary

Core Content

The 2018 Global State of the Media Report by Cision provides an in-depth analysis of the current state of journalism and the evolving relationship between journalists and public relations (PR) professionals. The report highlights the challenges facing the media industry, the importance of accuracy, and the role of PR in supporting journalists effectively.

Main Challenges in Journalism

• Fake News: A major concern, with 56% of global journalists stating it increases audience skepticism. In the U.S., 59% share this concern, which is higher than the global average.
• Staffing and Resources: 28% of journalists identified this as their biggest challenge, reflecting the industry's shrinking workforce and limited budgets.
• Social Media and Search Engines: These platforms are bypassing traditional media, complicating the news distribution process. 25% of global journalists cited this as their main challenge.
• Blurred Editorial and Advertising Lines: This issue remains a concern, affecting the credibility of news content.
• Freedom of the Press: Ongoing issues around this fundamental right are also noted as a challenge.

Key Takeaways

• Accuracy is Prioritized Over Speed: 75% of global respondents emphasized the importance of accuracy, while only 10% prioritized being first to publish.
• Trust in the Media is Declining: 71% of journalists believe the public has lost trust in the media, though this is down from 91% the previous year.
• Press Releases Remain Trustworthy: 44% of journalists consider press releases the most trustworthy source of brand-related information.
• PR Professionals are Still Valued: 20% of journalists believe PR relationships are more valuable today, and 63% still rely on press releases and news announcements.

How Journalists Want to Work with PR

Journalists value the following from PR professionals:

1. Press Releases: Ranked as the most valuable content (63%).
2. Original Research Reports: 22% of journalists find this important.
3. Content Marketing/Advocacy Releases: 4%.
4. Follow-up Press Releases: 3%.
5. Video Clips/B-roll/Livestream: 5%.
6. Blog Posts: 6%.

Emerging Technology Trends

• Social Media Algorithms: 34% of journalists believe these will have the biggest impact on their work, particularly citing Facebook's updates.
• Video Production Technology: 25% of respondents indicated that better and cheaper video tools will influence their work.
• AI and Machine Learning: 21% think these technologies will improve data analysis and trend prediction.
• Voice Recognition and Smart Devices: 38% believe these will be impactful, though not a near-term priority.

Building Trust with the Media

• Provide Accurate and Relevant Information: Journalists need reliable, fact-based content and clear explanations of how it relates to their audience.
• Avoid Marketing Jargon: PR content should be straightforward and easy to understand.
• Offer Multimedia and Quotes: These elements enhance the credibility and engagement of press releases.
• Research and Understand the Journalist: 28% of respondents want PR professionals to do more research on journalists and their beats.
• Tailor Pitches: 24% of journalists prefer pitches that are specific to their coverage area.
• Provide Data and Expert Sources: 27% of respondents emphasized the need for PR pros to have these ready.

PR Best Practices

The report outlines key best practices for PR professionals to improve their relationship with journalists:

1. Research the Media Outlet: Understand the journalist's beat and audience.
2. Provide Data and Expert Sources: Timely and relevant information is crucial.
3. Tailor the Pitch: Make it relevant to the journalist's focus.
4. Avoid Spamming: 15% of journalists listed this as their top request.
5. Include Multimedia Assets: Enhance the press release with visuals and quotes.

Media Tip

For the third consecutive year, journalists ranked researching and understanding them before pitching as their top request from PR professionals. This underscores the importance of personalized and informed communication.

Methodology

• Survey Period: February 1–28, 2018.
• Respondents: 1,355 journalists from six countries (U.S., Canada, UK, France, Germany, Sweden).
• Response Distribution:
  • Print (Newspaper/Magazine): 651
  • Online-Only News Outlets: 267
  • Broadcast (TV/Radio/Podcast): 208
  • Individual/Blogger/Freelancer: 194
  • Social Media Platform: 35

About Cision

Cision Ltd. (NYSE: CISN) is a global leader in earned media software and services for PR and marketing communications professionals. It offers tools to help users identify influencers, craft and distribute stories, and measure the business impact of their media efforts. Cision has over 4,000 employees across 15 countries, supporting the Americas, EMEA, and APAC regions. The report highlights the importance of effective communication and relationship-building in the evolving media landscape.