Winning the global influence game
The Oriella PR Network Global Digital Journalism Study 2012, looks at how news is sourced and managed today.
Based on a survey of over 600 journalists in 16 countries, the study is possibly the largest survey of its kind in the world. It finds that 54 per cent of journalists use microblogs (e.g. Twitter, Facebook, Weibos, etc) and 44 per cent use blogs to source news stories, but only when the source is already known to the journalist. Where the sources are unknown, the proportion falls to just 26 per cent for microblogs, and 22 percent for blogs.
This is an indication perhaps that enthusiasm for ‘open source’ journalism has been tempered a little, and the use of reliable contacts for stories is more valued than ever.
The press release has halved in importance as the starting point for a news story, while value attached to spokespeople has grown. Just 11 per cent of journalists would use releases as the first port of call when researching news, while 24 per cent would interview corporate spokespeople.
Publications are using a wider range of digital assets: use of online video has doubled compared with a year ago and 22 per cent support infographics. This raises important questions for brands over which assets to use, when and how.