Survey finds traditional media still drives news agenda in NA, EMEA

“Our survey showed how the emergence of new platforms is the biggest trend affecting newsrooms, as consumers are increasingly reading news on apps, and social media platforms,” said Jennifer Risi, MD, Ogilvy Media Influence and head of media relations. “The source of a news story still matters, especially in North America and EMEA, where traditional media outlets remain the most trusted. It will be key for PR professionals to adapt to new platforms (such as Snapchat) and find new ways to reach consumers in the places where they live and work.”

“Our 2016 global survey also found that nearly three quarters of journalists highlighted traditional media channels as the most trusted, over paid, direct-to-consumer and social channels. The survey found that the more traditional media channels cover a brand, the more credible the brand appears to its key stakeholders (52%).”

Additional findings

• Social media is the most influential in APAC (38%) with traditional media reigning supreme in North America and EMEA (74%)
  
• Earned media (37%) is a leading channel for driving influence; social media is hot on the heels of traditional media (28%)
  
• A majority of journalists (40%) agree that in order to be a successful journalist in today's media landscape, journalists should have influence across multiple platforms

“Social media has gone from being a channel that distributes the news, to one that informs it, with 50% of surveyed journalists saying that they use social media as a source for the stories they will cover. However, we also found that stories covered in traditional media outlets were seen as more influential, underlining the importance of traditional media relations for making brands matter,” concluded Risi.

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