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New Survey Results: What Journalists Want In 2022
CISION has dozens of great products and services across the board to help any company align with their goals, especially when it comes to marketing and promotion. Many who use their products end up finding some type of usefulness in them, especially with their press releases.
CISION has been around for a very long time and with one of its products, PR Newswire, is able to distribute news content to a very specific target audience. But what makes CISION especially valuable, is not just the product or who it gets distributed to, but rather what lies in the data. With millions of visitors per day and its work with hundreds of companies, CISION can keep track of what works and what doesn’t, especially when it comes to marketing.
The data that CISION gathers almost always benefits its clients but the data itself can be used for other companies to understand what other companies are doing that works. It is an ever-lasting battle of connection and communication when it comes to gaining and keeping the attention of a loyal audience. Sharing what works is what continues to keep the world economy going so it
So what might the 44-page report on the CISION State of the Media 2022 have to say about the modern journalist?
- Journalism is an industry that is ever-evolving and changing
- The role of a journalist must never change though the journalist must adapt to ever-evolving changing conditions and technology around the world
- The primary role of a journalist is and always will be: report the facts, objectively and thoroughly
- CISION surveyed approximately 3,800 journalists and 2,160 media outlets across 17 regions throughout the world
The greatest obstacles for journalists are:
- Fake News
- Fewer Resources, More Work
- Pressure to Perform
The deepest concerns of journalists because of fake news:
- Maintaining credibility and trust as the news source
- Working harder to reach trusted sources
- Worry that “what bleeds is what leads” or what gets the most clicks and attention is where the focus is rather than other more important stories that could be brought to attention
Journalists are utilizing social media to share information.
- The main reason they are using social media is to promote and publish content
- To engage with their audience
- To continuously build new networks while building strong relationships with existing ones
So which social media platform are you most likely to find journalists using?
- 63% of journalists are using Facebook
- 59% are using Twitter
- 56% are using LinkedIn
While the irony of journalism and the job of journalists is to communicate, survey shows that many of them don’t actually prefer it. So it boils down to the approach. When it comes to direct messages, most:
- 12% do not like it and may block you
- 34% do not prefer to be contacted at all
- 27% don’t mind depending on how you approach
To get a journalists’ attention, especially if you are following them, is to understand their passions and interests by keeping tabs on what they are sharing on social media and what articles they are making comments on or what they are tweeting.
While many journalists use social media, they prefer to keep it most professional by receiving the details in an email rather than on social media. There is a thin line between personal use and business use though if a journalist is interested in your content, they will very likely reach out to you and let you know the best way to stay in contact with them going forward.
Journalists love facts and information. They require resources and references to report on things that cannot be disproved. So what type of assets do they like to receive?
But what exactly happens after you now have the attention of a journalist? Journalists answer themselves:
- “Make my life easier.”
- “Always be ready to respond quickly.”
- “Provide me with a list of short upcoming stories so I can easily digest it.”
- “Trust me to do my job.”
While many companies reach out to journalists, almost all of them (91%) say that half the pitches they receive are relevant to their target audience.
There is a lot of information in the report beyond what I could cover here, but if you are interested in learning more about the survey from journalists themselves, you can download the full report from CISION State of the Media 2022.
Confessions of the Professions is not associated with CISION or any of its products.