CHICAGO, April 23, 2019 /PRNewswire/ -- To uncover
the latest trends and biggest challenges facing the media industry,
Cision (NYSE: CISN) today released its 2019 State of the Media
Report, the company's tenth annual State of the Media.
This year's report was Cision's largest ever, surveying nearly
2,000 journalists from 10 countries around the world, to learn
about the main issues facing the global media industry in 2019, and
how PR and communications professionals can better work with their
journalist counterparts.
Despite an increasing number of challenges facing journalists–
from fake news and misinformation campaigns, to shrinking budgets
and newsrooms, to changes in social media algorithms– the report
reveals several optimistic findings. For the second year in a row,
respondents reported a decrease in the public's distrust of the
media; 63% of respondents felt the public lost trust this year,
which is down from 71% in 2018 and 91% in 2017.
"While fake news is still a concern, it's not journalism's top
challenge this year. Unfortunately issues around social media and
resources lead the list of concerns, especially in the United States, Canada and United
Kingdom," said Kevin Akeroyd,
Cision CEO. "But the news isn't all bad; we are encouraged to see a
continued decrease in perceptions of public distrust in the media.
Trust is the major theme in this year's survey results; in fact, it
seems tied to the future of the industry in many ways. Telling a
reliable, informative and relevant story is more important than
ever, and journalists are using audience data to better understand
what stories generate the traffic and revenue journalists need to
thrive in today's media environment."
Survey responses also reflect growing concerns around the
changing role of social media, an increasing reliance on
data-driven storytelling, and the relationship between media and
communications professionals.
Other key takeaways from the report include:
- Journalists continue to rely more and more on data to make
decisions about the stories they focus on. 65% of journalists
globally feel that detailed audience metrics like views and
engagement have changed the kinds of content they publish. 43% of
respondents focus primarily on readership or views, 20% focus on
engagement, and 15% focus on impact on revenue.
- PR and communications professionals are valuable partners to
journalists, especially in this turbulent media environment.
However, 75% of journalists said that fewer than 25% of the pitches
they receive are relevant. Journalists reported that the single
most effective thing PR professionals can do to improve their
relationship with the media is to better understand the end
customer and provide information more relevant and customized to
that audience.
- Social media is both less- and more- important than
ever. Because of the volatile nature of social media in 2018,
journalists have increasingly complex feelings about the importance
of social media. 38% of journalists surveyed agree that updated
social media algorithms- such as changes to the Facebook News Feed-
will be the most important technology to impact their work in 2019,
which is an increase in the past year. That impact is not always
positive, as journalists have concerns about relying on social
media for publishing content.
To read the full Cision 2019 State of the Media Report, click
here.
About Cision
Cision Ltd (NYSE: CISN) is a leading
global provider of earned media software and services to public
relations and marketing communications professionals. Cision's
software allows users to identify key influencers, craft and
distribute strategic content, and measure meaningful impact. Cision
has over 4,000 employees with offices in 22 countries throughout
the Americas, EMEA, and APAC. For more information about its
award-winning products and services, including the Cision
Communications Cloud®, visit www.cision.com and follow Cision on
Twitter @Cision.
Media Contact:
Jenn Deering Davis
VP of Communications & Content, Cision
cisionpr@cision.com
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