The state of journalism today has shifted. The platforms, priorities and expectations of journalists are changing more rapidly today than ever before. At the same time, the relationships between journalists, social media, how they share content and even their view of PR professionals are evolving.
See below for comprehensive State of Journalism Today Media Report from Muck Ruck, a media monitoring tool, on how journalists think about content, social media and their role in delivering news and headlines. You can download the full report here.
News Consumption, Credibility & Reporting
According to the media report, 90% of the stories written had something to do with COVID-19. This certainly makes sense. Journalism today revolves around everything under the sun. If you think about the affects that the pandemic had on the world, business, and the economy, you might understand why so many journalist covered the topic.
Also, 86% of journalists said that COVID-19 has affected their work in some capacity, with 19% being affected by layoffs and furloughs in some way.
When the journalists were asked the question about their optimism of their profession their reviews were split. 58% of journalists are optimistic about their profession, while 42% are pessimistic. This is one reason why journalism today not necessarily an easy profession to get into.
Journalists were also asked where they go to get their news. 58% of journalists get their news from other online newspapers and magazines. 16% get their news from Twitter. Both of these data points are down from 2020 but not by much. Journalists also get their news from cable, print newspapers, radio, online newsletters, other social media platforms, and podcasts.
Journalist Thoughts On Credible Sources
The majority of journalists find academic subject matter experts (86%) and CEOs (74%) to be credible sources for reporting. What I found interesting was that more journalist (55%) find PR pros working for companies more credible than PR pros who work for agencies (34%). I’m not really sure I understand the rationale. At times, the state of journalism today just doesn’t make sense to me but I digress.
Other credible sources include bloggers, social media personalities, celebrity spokespeople, and self-appointed subject matter experts. Another interesting insight here is that 5% did not select any of these sources as being credible. I’m curious why.
Journalist’s Social Media Usage
When journalists were asked which social network they find the most valuable, 76% said they use Twitter. Interestingly enough, this is down 11% from last year in 2020. Other social networks that journalists typically use is Facebook, LinkedIn, Instagram, YouTube, Reddit and TikTok.
In the future, 37% of journalists expect to spend more time using Twitter, 28% LinkedIn, 26% Instagram and 23% YouTube. Another interesting data point is that 34% plan to use Facebook less followed by Twitter 16%.
This next series of questions kind of confused me. They ask journalists when reporting on a company do they consult the company’s social media channels. In this case 6% say they never consult a company’s social media channels, followed by 8% rarely, 13% always, 28% sometimes, and 45% usually. This question assumes that brand’s social channels are managed by someone on the PR team.
While this may be the case for some companies, the majority of other companies are using it to engage in social media conversations with their community, and not necessarily to share company news.
Journalist’s Sharing Their Stories
When asked if journalists track how many times their stories and articles are being shared on social media, 62% said yes, while 38% said no. A follow up question was about the shareability of a story. This is the type of data that I get excited about because it is actionable. The question is, will PR pros use this to inform how they pitch stories and the type of assets they include in each one. Data driven media can help take PR pros from “hoping” to “knowing” that their communication’s programs are actually delivering business value.
Media Relations in 2021: Pitching Preferences
As you are building your PR skills for the future, take note of this next line of questions. It got me thinking about public relations as an industry, and more importantly, how it needs to evolve and change. The state of journalism today is changing faster than most other industries.
When journalists were asked if they felt that the information that companies were sharing with them is outdated, 14% strongly agree and a whopping 47% agree. This tells me that companies need to rethink how they engage with the media. It’s that simple.
Also, when journalists were asked how they see their relationship with PR teams and/or PR agencies only 6% say it’s a partnership, 59% see the relationship as mutually beneficial but not quite a partnership, 18% see the relationship as agnostic but not necessarily a bad thing and 17% say it’s a necessary evil. PR teams need to be worried about this.
The good news is that journalists are just as likely to respond to pitches as a year ago. While 22% of journalists said they’re less likely to respond to pitches, 22% said they’re more likely to and the remaining 56% said they’re just as likely to.
When journalists were asked why they immediately reject otherwise relevant pitches, 25% said it was bad timing, followed by 21% lack of personalization, 15% two lengthy, 12% confusing subject line, and 3% large attachments.
Additionally, 94% of journalists prefer a 1:1 email when being pitched, Followed by 18% newswire, 12% Twitter, 10% phone, and 9% other social media networks.
It should also be noted that 57% of the journalists prefer to be pitched on a Monday followed by 20% on Tuesday, 6% on Friday, and 6% on Sunday. They also prefer to be pitched in the morning. 34% prefer early morning between 5:00 AM and 9:00 AM and 34% prefer late morning between 9:00 AM and 12:00 PM. It should be noted that 12% of journalists do like being pitched overnight between 11:00 PM and 5:00 AM.
When asked how many pitches journalists receive on the average business day, 43% say between 1-5, followed by 21% 6-10 and 13% 11-20. As a follow up, journalists were asked how many stories they publish during the average week and 31% of journalists publish between 2-4 stories per week followed by 22% of journalists who published more than 11 stories per week.
When it comes to exclusives, journalists were asked how much more likely are they to cover a specific story. 78% of journalists say they are at least somewhat more likely to cover a story if offered an exclusive, 10% say no more likely, 12% say it depends and under 1% say less likely.
I encourage you to download and read the full State of Journalism Today media report. Please subscribe to my Youtube channel to get the latest videos on data driven storytelling, traditional media analysis, and data analytics.