Cision-2018全球媒体现状报告（英文）-2018-13页-2mb

CISION 2018 Global State of the Media Report Summary

Core Content

The 2018 Cision Global State of the Media Report highlights the challenges and evolving dynamics within the journalism industry, emphasizing the continued importance of public relations (PR) professionals in providing accurate, newsworthy information. The report surveyed 1,355 journalists across six countries, offering insights into how media professionals perceive their role and the value of PR in the current landscape.

Main Points

Journalism's Big Challenges

• Accuracy over Speed: 75% of global respondents emphasized the importance of accuracy in their reporting, with only 10% prioritizing being first to publish.
• Fake News Concerns: 56% of journalists believe fake news is making audiences more skeptical of all content, including that from real reporters.
• Staffing and Resources: 28% of journalists identified staffing and resource limitations as the biggest challenge over the last year.
• Social Media Impact: 25% of journalists cited the influence of social networks and search engines on audience engagement, as they bypass traditional media.

Trust in Journalism

• Public Trust Decline: 71% of journalists believe the public has lost trust in the media, a decrease from 91% in the previous year.
• Press Release Trust: 44% of journalists trust press releases the most as a source of brand-related information, compared to 30% for company spokespersons and 20% for the company’s website.
• Social Media Skepticism: Only 3% of journalists trust blog and social media channels as reliable sources for brand information.

The Role of PR

• Valuable Partners: 70% of journalists believe their relationships with PR professionals remain neutral or valuable.
• Content Preferences: Journalists prioritize press releases (63%), original research reports (22%), and multimedia elements (27%) from PR professionals.
• Tailored Communication: 24% of journalists want pitches tailored to their specific beats, while 28% believe PR professionals should do more research on journalists and their outlets.

Key Takeaways

• Accuracy is King: Journalists value accuracy above all else, even in the face of fast-paced, digital-first environments.
• Trust is Essential: Building trust through honest, relevant, and fact-based communication remains critical for brands and PR professionals.
• Press Releases Still Reign: Despite the rise of digital media, press releases are still the most trusted form of content by journalists.
• Adaptation is Necessary: PR professionals must adapt to new technologies and platforms, including social media algorithms and voice assistants, to remain effective.
• Relationship Building: Understanding journalists, their beats, and their needs is crucial for successful PR outreach.

Technology Trends

• Social Media Algorithms: 34% of journalists believe that new social media algorithms, such as Facebook's updates, will have the biggest impact on their work.
• Video Production: 25% of journalists think better and cheaper video production technology will change their work.
• AI and Machine Learning: 21% of journalists believe AI and machine learning tools will improve their ability to analyze data and predict trends.
• Voice Assistants: 38% of journalists think smart devices and voice recognition technology may play a role in content development, though not as a near-term priority.

Recommendations for PR Professionals

• Research Journalists: Understand the journalist’s beat, outlet, and audience before pitching.
• Provide Original Data and Expert Sources: Timely and relevant data is highly valued.
• Avoid Jargon: Write conversationally and clearly, avoiding templated press releases.
• Include Multimedia Assets: Visuals and video clips enhance the value of press releases.
• Tailor Pitches: Customize content to align with the journalist’s interests and coverage.
• Reduce Spam: Only 15% of journalists requested less spam, but it remains a concern.

Methodology

• Survey Period: February 1st to February 28th, 2018.
• Respondents: 1,355 journalists from across six countries.
• Countries Represented: U.S. (842), Canada (197), UK (43), France (43), Germany (50), Sweden (180).
• Outlet Types: Print (651), Online-Only (267), Broadcast (208), Individual/Blogger (194), Social Media (35).
• Translation and Localization: The survey was translated and localized for each country, with results aggregated for a global perspective.

About Cision

Cision Ltd. (NYSE: CISN) is a global leader in earned media software and services, providing tools for PR and marketing communications professionals to identify, engage, and measure the impact of their media efforts. With over 4,000 employees in 15 countries, Cision offers the Cision Communications Cloud® to help users communicate more effectively in the digital age.