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866.639.5087 Copyright 2018 Cision Ltd. All Rights Reserved. 130 E Randolph St., 7th Floor, Chicago, IL 60601 CISIONS 2018 GLOBAL STATE OF THE MEDIA REPORT 2 5 6 7 8 10 11 12 13 Executive Summary Journalisms Big Challenges Accuracy First Dealing with Technological Change The Continued Need for PR Building Trust Find the Hook Methodology About Cision2 Cisions 2018 Global State of the Media Report KEY TAKEAWAYS Being accurate is more important than being first. Journalists are concerned about fake news and trust in the media. Reporters and editors still trust the press release the most. PR professionals are being asked to provide accurate, newsworthy information. I ts been both an extraordinary and challenging year for journalism to say the least. On one hand, the profession has never been under greater attack. Constant accusations of fake news, anti-media sentiment coming from many of the worlds poli- ticians and a seemingly overwhelming supply of competing content has made it much more difficult for professional journalists and influencers to be heard. As the media contends with those real- ities, there are some signs many in the public have their back and are support- ing journalistic institutions again. In Feb- ruary 2018, The New York Times reported more than10 percent year-to-year reve- nue growth for the fourth quarter of 2017 and 7.7 percent for the full year a boon for an industry that had largely been in decline. According to Poynter, The Times now has more than 2.6 million digi- tal-only subscribers, 3.6 million includ- ing print and the verticals. According to AdWeek, cable news ad revenue grew a whopping 25 percent year over year. The EXECUTIVE SUMMARY key takeaway: people see how import- ant journalism can be with many critical stories impacting the way people think about politics, business and culture. As tested as the industry has been, one outcome from all the turmoil is that journalists need reliable public relations partners perhaps more than ever before. According to Cisions 2018 global State of the Media survey, in which the company surveyed 1,355 journalists from across six countries on their per- ception of the media and communica- tions industries, working with trusted professionals who can provide accurate, newsworthy information is a must. Heres a breakdown of this years global respondents, by outlet: PRINT (NEWSPAPER/MAGAZINE) 651 responses ONLINE-ONLY NEWS OUTLET 267 responses INDIVIDUAL/PERSONAL BLOG/FREELANCE 194 responses BROADCAST (TV, RADIO, PODCAST) 208 responses SOCIAL MEDIA PLATFORM 35 responses 48% 20% 15% 14% 3%3 Cisions 2018 Global State of the Media Report Fake news is a big deal and for good reason: Its making people much more suspicious of all content they consume. Globally, 56 percent of respondants said that fake news is making readers more skeptical than ever about what they read and see. Heres how the above sentiment was expressed by country: According to three-quarters of the surveys respondents, being 100 per- cent accurate in their reporting is more important than being first on a story or the promise of exclusivity. As well, 56 percent of journalists said fake news accusations are causing audiences to become more skeptical about the content they produce. The survey asked “whats the biggest impact that fake news (defined as false content pre- sented as real news coverage of actual events) will have on journalism?” This is how global responses varied: Trust is another issue, with 71 percent saying they think the public has lost trust in journalists. Thats down from 91 percent last year, but its still a significant number. Heres how the above sentiment was expressed by country: US UK Germany Canada France Sweden 78% 69% 63% 56% 42% 55% US 59% Canada 52% Sweden 53% UK 51% France 64% Germany 46%4 Cisions 2018 Global State of the Media Report Social media is also making the job of a journalist more complicated, as some worry that social networks and search engines are causing audiences to bypass traditional media. Whats the implication for brands and communications professionals? It means that being a trusted source and reliable partner is more vital now than ever. While journalists can get story ideas from anywhere, they still say their most valuable and trusted piece of PR content is the traditional press release. Most are happy to work with public relations professionals, provided theyre giving them information thats accurate, newsworthy, and that can be used to enhance their coverage. USA: CONFRONTING SEVERAL CHALLENGES Its an interesting time in American journalism. According to our survey, the media industry is dealing with several challenges. Social networks and search engines bypassing traditional media, fake news, staffing and limited resources all rank high as issues that are impacting journalists. When asked what was the biggest challenge for journalism over the last 12 months, all of the aforementioned problems received about one-fifth of the vote (24 percent, 22 percent and 21.5 percent, respectively). Still, there is plenty of concern over fake news, with 59 percent more than the global average of 56 percent saying it makes people more skeptical about all kinds of content. Despite the impact fake news may be having, 47 percent of journalists arent yet sure of what it means for their organization. Not surprisingly, with fake news accusations being leveled at traditional media, 78 percent of American journalists say that ensuring content is 100 percent accurate is most important. The survey also found that journalists still want help from PR professionals. About 30 percent of respondents said having a solid under- standing of their outlet and areas of research would be helpful, while 27 percent said that tailoring pitches to their beat is important. Just over 21.5 percent want access to data and experts when needed.5 Cisions 2018 Global State of the Media Report Its no secret the journalism industry is undergoing some profound changes. Newsrooms are either shrinking or changing the focus of their coverage. The survey data helped elucidate the scope of those changes. Out of all the issues the industry is facing, 28 percent said staffing and resources were the biggest challenges in journalism over the last 12 months. Social networks and search engines bypassing traditional media was a close second at 25 percent. Ongoing con- versations on fake news, blurred lines between editorial and advertising, and issues around freedom of the press rounded out the list of challenges. The proliferation of fake news, typi- cally created by “troll farms” and those on the extreme ends of the political spectrum, was the second most press- ing challenge over the last 12 months still a major concern for many journal- ists. More than half said “fake news” is making readers more skeptical about the content they read, including news produced by real reporters, while 46 percent are still unsure of how these untrue stories will impact their organi- zation in the future. There may be a bright side to the fake news phenomenon: 21 percent of respondents said that its increasing the importance of journalistic standards, while 9 percent said that its improving the popularity of trusted and estab- lished media brands. JOURNALISMS BIG CHALLENGES “Being mindful of accuracy and attention to facts in everything we do, avoiding production techniques that might misrepresent reality in any way.” “Compiling original and creative content that is interesting to the audience. Sharing the electronic content on social media platforms such as Facebook, Twitter and Instagram. Putting emphasis on human interest stories and targeting a young audience that consumes news via social media platforms.” “I continue to write news for bona fide news organizations, but I also promote my work where possible on social platforms. Having to master this piece is the biggest challenge where in the past writing news, getting it right and speedy publishing was enough.” “Its a struggle.” “Creating original content, seeking out our own stories, putting together a product people will look for on its own merits.” How are journalists dealing with the industrys biggest challenges?Heres what journalists had to say:6 Cisions 2018 Global State of the Media Report With so much attention on news media these days, being first to publish, whether on social media or their out- lets website, is no longer the priority for most journalists. Like we saw last year, ensuring that content is 100 percent Being accurate has always been important to journalists but empha- sizing that aim for accuracy may help the media grow its audience. When we asked journalists if the public had lost or gained trust in the media over the last year, 71 percent said people had lost trust, with only 5 percent saying the opposite. While thats still a trou- bling number, it is down from 91 percent in last years survey. Why the decline? The constant attacks on the media industry have made people pay more attention to what journalists do and the value they provide. Couple that with the publication of several ground-breaking stories and more peo- ple now realize that the media does, accurate is paramount, with 75 percent of global respondents saying getting things right is most important to their news organization. Only 10 percent said the same about being first to publish, down from 13 percent in 2017. in fact, produce honest and important work. The public is looking to tradition- ally trusted sources to provide relevant and factual coverage of current events. One issue that reiterated the impor- tance of journalism was #MeToo and #TimesUp, movements that started after reporters broke stories on sexual harass- ment in Hollywood and within journal- isms own ranks. We wanted to know if these movements help or hurt the perception of journalism, since many of the issues of harassment happened with media personalities. The media was split, with 36 percent saying it strongly enforces journalisms role, 35 percent saying it didnt make a difference, and 29 percent saying it hurt journalisms image. Globally, 75 percent of media say that ensuring content is 100 percent accurate is the most important for their org.Heres how the above sentiment was expressed by country: ACCURACY FIRST US 78% 72% Canada 81% UK 67% France 53% Germany 70% Sweden7 Cisions 2018 Global State of the Media Report Emerging Technology and Social Media Trends Social Algorithm Updates Social media has been a major media disruptor for years, but its still something many journalists grapple with as part of their day-to-day duties. When asked what new technology will change the way journalists work the most, 34 percent said new social media algorithms. Specifically, they called out Facebooks recent news feed and algorithm updates, saying they will have the biggest impact on their jobs. More than a quarter said that better and cheaper video production technol- ogy would influence their work, while 21 percent think artificial intelligence and machine learning improve the way they analyze traffic and performance data and predict readership trends. Smart Devices & Voice Technology As for other technologies, the survey found that home assistants, such as Amazon Alexa and Google Home, may be incorporated into the content development process in the future. Up to 38 percent of respondents say these devices will be impactful, but arent yet a near-term priority. Another 32 percent said these devices wouldnt have a major impact on media con- sumption, while 22 percent said they would increase peoples focus on new content delivery channels. A small num- ber, 8 percent, said that this technology would force a complete rethink of pub- lishing as we know it. AI AND SMART TECHNOLOGY DEALING WITH TECHNOLOGICAL CHANGE: When asked what new technology will change the way journalists work the most, 34% said new social media algorithms. Journalists told us what technology they think will change the way they work the most. UPDATED SOCIAL MEDIA ALGORITHMS (e.g. Facebooks updates) BETTER AND CHEAPER VIDEO PRODUCTION TECHNOLOGY (drones, cameras, etc.) AI/MACHINE LEARNING ON THE FRONT END (i.e., to automate the creation of articles and videos using interview footage, etc.) AI/MACHINE LEARNING ON THE BACK END (i.e., to analyze traffic/content performance and predict trends in readership/viewership) VOICE RECOGNITION/ ACTIVATED TECHNOLOGY AND ASSISTANTS 34% 26% 21% 12% 7%8 Cisions 2018 Global State of the Media Report The journalism industry may be experiencing plenty of change, but the State of the Media survey found that its dependence on public relations professionals hasnt wavered. We asked respondents whether their relationships with PR professionals are more or less valuable today. In response, 70 percent said their relationships remained neutral, while 20 percent said its more valuable. When it comes to what journalists want from their PR contacts, 63 per- cent said news announcements and press releases, indicating that most reporters want to continue interacting with their PR professionals in the same way they have been historically. How- ever, 22 percent reported that original research on trends and market data was also important to them, offering a new opportunity for PR and comms pros to be a source. Journalists also trust press releases the most, with 44 percent saying that its their most trustworthy source of brand-related information. Only 30 percent said the same about a com- pany spokesperson clearly there is work to be done when it comes to the spokespeople PR professionals provide while 20 percent said they trust the companys website most. Despite how much time journalists spend on social media, just three percent said they trust blog and social media channels. THE CONTINUED NEED FOR PR IN PRESS RELEASES WE TRUST Journalists continue to love the press release. For three years in a row, media professionals have ranked press releases and news announcements as the most valuable type content they receive from their PR contacts. Theyve also once again chosen the press release as their most trusted brand source. This is nearly universal, with journalists from around the world citing press releases as their most trusted source of company information. 63% 44% When it comes to what journalists want from their PR contacts, 63% said news announcements and press releases Journalists also trust press releases the most, with 44% saying that its their most trustworthy source of brand-related information Press releases are the #1 most valuable content Press releases
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