PR and journalism are two sides of the same coin

PR and journalism are two sides of the same coin

Cision’s state of the Media survey, squeezed into five percentages

Economics is managing value and shortages of resources. No news there. But the definition of value may differ from one sector to the next. In media, journalists, PR and communications professionals all value the same things: hard data, authenticity and relevance, visual aids and public interaction. Attention is in short supply, and the media market is more than saturated.

To find out exactly where the value can be found, Cision’s 14th State of the Media study zooms in on the vital alliance between journalists and communicators. Download the full white paper here. The paper’s findings are based on a survey of 3,132 journalists about their difficulties and priorities. And as data is one of their primary concerns, let us crunch some numbers.

27% of the reporters surveyed indicated that maintaining their credibility as a reliable source of information and fighting off accusations of delivering fake news are a genuine concern. That is why they rely mainly on large press agencies and press releases from professional communicators for reliable, precise and relevant content.

One in five journalists also worries that social media influencers will disrupt traditional media. Limited resources and the constant pressure to deliver value in a saturated economic environment make it increasingly hard on journalists to research stories, confirm sources, and enrich the content beyond the copy they write. A complete PR starter pack goes a long way.

Interestingly, 44% claim they have used social media to find trending topics in the past year. Changing consumer habits and unstable social media platforms like Twitter are a challenge for journalists on the lookout for the next big thing. This is another opportunity for communicators to add value: offer insights into changing behaviors and upcoming trends.

43% of the journalists surveyed used infographics or data visualization in their work in the past year. Again, this is where PR and Communication professionals can make the difference, adding value to the editorial process, and plenty of it.

One in ten journalists cites blurred lines between editorial content and advertising as a cause for concern. At all times, journalists want to safeguard editorial control and their impartiality. Rather than pushing their agenda or pitching products, communicators should regularly offer valuable content as needed, which means learning exactly when, how often and to which reporters. In other words, nurturing public relations is where you will find value for your money!

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