2018全球媒体报告（英文版）_11页_2mb

CISION 2018 Global State of the Media Report Summary

Core Content

The CISION 2018 Global State of the Media Report provides an in-depth analysis of the challenges and trends facing the journalism industry, as well as the role of public relations (PR) professionals in supporting media outlets. It highlights the importance of accuracy, the impact of technological changes, and the continued relevance of press releases and PR content in building trust with journalists.

Main Challenges in Journalism

• Accuracy is paramount: 75% of global respondents stated that being 100% accurate is more important than being first to publish.
• Fake news concerns: 56% of journalists believe fake news is making audiences more skeptical of all content, with the U.S. reporting a higher concern (59%).
• Loss of public trust: 71% of journalists think the public has lost trust in the media, down from 91% in the previous year.
• Technological disruption: Social media and search engines are bypassing traditional media, making it harder for journalists to reach audiences.
• Staffing and resources: 28% of respondents identified staffing and limited resources as the biggest challenge.
• Social media algorithms: 34% of journalists believe new social media algorithms (e.g., Facebook updates) will have the most significant impact on their work.

The Continued Need for PR

• Press releases remain vital: 63% of journalists said press releases are the most valuable content they receive from PR professionals.
• Trust in press releases: 44% of journalists consider press releases the most trustworthy source of brand-related information.
• PR professionals' role: Journalists still value PR professionals as reliable partners, especially when content is accurate, newsworthy, and relevant.
• Content preferences: Journalists want original research, multimedia assets, and tailored pitches from PR contacts.

Key Strategies for PR Professionals

• Find the hook: 45% of journalists said press releases should include a clear news hook to be more effective.
• Avoid jargon: 27% of respondents disliked press releases that were overly templated or included marketing jargon.
• Research journalists: 28% of journalists felt PR professionals could improve by researching and understanding their outlets and beats.
• Tailor pitches: 24% of respondents wanted pitches to be more specific to their coverage areas.
• Provide data and experts: 27% emphasized the need for PR pros to have data and expert sources ready when needed.
• Reduce spam: Only 15% of journalists said their top request from PR professionals was to stop spamming.

Building Trust with the Media

• Relevant and honest information: Brands should provide accurate, fact-based research and information through press releases, story pitches, and spokespersons.
• Earned media is still important: While owned channels like blogs and websites are not seen as trustworthy sources, direct communication with journalists is crucial.
• Multimedia and quotes: Including multimedia elements and quotes in press releases can enhance their effectiveness and engagement.
• Trust ratings: Global respondents rated PR professionals at 3.38 out of 5, indicating a generally neutral to satisfied perception.

Methodology

• Survey period: February 1st to February 28th, 2018.
• Respondents: 1,355 media professionals from around the world, including:
  • 842 from the U.S.
  • 197 from Canada
  • 43 from the UK
  • 43 from France
  • 50 from Germany
  • 180 from Sweden
• Media types:
  • 651 in print
  • 208 in broadcast
  • 267 in online-only news
  • 194 as individuals/bloggers/freelancers
  • 35 on social media platforms
• Survey language: Translated and localized for each country and market.

Conclusion

The report underscores that while journalism faces significant challenges, including the rise of fake news and technological changes, the core value of accurate, reliable, and newsworthy content remains unchanged. Press releases continue to be the most trusted and valuable source of brand information for journalists, and PR professionals who provide tailored, data-backed, and multimedia-rich content are more likely to succeed in building and maintaining strong relationships with media outlets.