CHICAGO, April 15, 2021 /PRNewswire/ — With a seemingly infinite provide of crises, 2020 made an indelible mark on newsrooms world wide with a bunch of challenges that proceed to affect the media as we speak – from editorial methods and work behaviors to what they need and anticipate from PR professionals. To offer deeper perception into the present media panorama and the way PR groups will be higher companions to journalists going ahead, Cision launched its much-anticipated 2021 International State of the Media Report, chock filled with rising developments you possibly can’t afford to disregard, finest practices for an evolving regular and “aha” moments you possibly can act on shortly.
Expertise the interactive Multichannel Information Launch right here: https://www.multivu.com/players/English/8882651-cision-2021-state-of-the-media-report/
That is Cision’s twelfth annual research and relies on a survey of greater than 2,700 journalists in 15 international locations world wide from February 1 to March 1, 2021. The report options:
- High challenges impacting the media as we speak
- Know-how’s affect on the way in which journalists consider tales
- The varieties of tales journalists are searching for this yr
- Greatest and worst days and occasions to pitch and comply with up
- Quickest methods to get on a journalist’s “block/do not name” record
- Inside tricks to construct and keep profitable partnerships with journalists
- Journalists’ views on public belief within the media have steadily improved over the past 5 years, however the problem continues. Greater than half (53%) of journalists really feel the general public misplaced belief within the media over the past yr, down from 59% in Cision’s 2020 survey.* Wanting particularly on the U.S., the place contentious relationships between the White Home and sure media shops have been aired publicly over the past 4 years, 36% of journalists really feel the brand new Presidential administration will assist the general public acquire belief within the media going ahead.
- Censorship stays a big concern. Practically half (46%) of journalists worldwide predict a continued deterioration of freedom of the press over the subsequent three years.*
- Journalists are each overwhelmed and underwhelmed by pitches. PR professionals must construct extremely focused media lists. Greater than 1 in 4 journalists (28%) obtain over 100 pitches per week with most ending up within the digital trash because of irrelevance. And, opposite to in style perception, a sizeable proportion say they like receiving pitches on Friday, Saturday and Sunday.
- Journalists need PR professionals to assist make their jobs simpler. Practically half of journalists cowl 5+ beats and file 7+ tales per week. They’re searching for press releases (in response to 78%) and authentic analysis (68%) together with multimedia parts (pictures, movies, and many others) and invitations to interview specialists or attend occasions.
- PR professionals must anticipate, monitor and shortly act on trending tales. With elevated competitors for eyeballs, journalists are carefully assessing whether or not a narrative thought has the “it issue” that can translate into site visitors and social shares (and finally advert income).
- PR professionals ought to keep away from pushing journalists’ greatest buttons. Spam, pitches that sound like advertising and marketing brochures, lack of transparency and following up repeatedly are among the many high pet peeves for journalists.
“The worldwide media panorama is evolving within the face of extremely fragmented, 24/7 information consumption, shrinking newsrooms and the inflow of non-traditional influencers,” mentioned Maggie Decrease, Chief Advertising and marketing Officer for Cision. “After a yr like no different, the partnership between the media and PR professionals – and the applied sciences they use to develop and distribute content material – have gotten much more important. PR groups who are usually not actively utilizing knowledge intelligence and newswires to information and promote their campaigns are susceptible to falling behind as they compete to have their tales heard.”
Cision is internet hosting its first-ever State of the Media Summit on Could eleventh and twelfth, that includes a who’s who lineup of audio system from main information organizations and types. The agenda is jam-packed with actionable insights, finest practices and tech ideas for PR professionals. Register for the webinar.
Cision performed its 2021 State of the Media Survey between February 1 and March 1, 2021. Surveys have been emailed to Cision Media Database members, that are vetted by the corporate’s media analysis workforce to confirm their positions as media professionals, influencers and bloggers. The survey was additionally out there to media professionals within the PR Newswire for Journalists database. This yr’s survey collected responses from 2,746 respondents in 15 international locations throughout the globe: US, Canada, UK, France, Germany, Finland, Sweden, Italy, Spain, Portugal, Brazil, Mexico, Korea, Vietnam and Malaysia.
*Sure knowledge factors, recognized within the report, did not embody APAC markets because of variations in questions requested.
As a world chief in PR, advertising and marketing and social media administration know-how and intelligence, Cision helps manufacturers and organizations to determine, join and have interaction with prospects and stakeholders to drive enterprise outcomes. PR Newswire, a community of over 1.1 billion influencers, in-depth monitoring, analytics and its Falcon.io social media platform headline a premier suite of options. As well as, Cision has entered right into a definitive settlement to amass Brandwatch. Cision has places of work in 24 international locations all through the Americas, EMEA and APAC. For extra details about Cision’s award-winning options, together with its next-gen Cision Communications Cloud®, go to www.cision.com and comply with @Cision on Twitter.
Communications and Content material Lead
SOURCE Cision Ltd.