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How journalists view PR and social media – 2013 Social Journalism Survey

How have journalists’ impressions of social media and PR changed in the last year? That is the question the 2013 Social Journalism Study asked over 3,000 journalists worldwide.

Globally, there appears to be a positive trend. The number of social media skeptics, people who engage in social media but have a generally negative attitude toward it, dropped from 31% in 2012 to only 9% in 2013. However, despite this seemingly positive trend globally, 20% of journalists in the US agreed with the statement ‘Social media will lead to the death of professional journalism.’ In fact, in the US, positive views on the effect of social media dropped from 54% to 40% in the last year.

It’s not all bad news for the relationship between US journalists and social media. Journalists would like PR professionals to communicate more through social media than they are currently doing. This is great for those of us in PR and really speaks to journalists’ desire to have more personal interactions with PR. This means that PR pros need to do their research and really find specific journalists to contact, instead of relying on the untargeted “spray and pray” email method.

Check out the infographic below for more information on how Journalists in the US view social media and PR. You can also download the entire 2013 Social Journalism Study.


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2013 Social Journalism Infographic

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Tags : social media

About Brandon Andersen

Brandon is the Director of Marketing at Cision US. In his role, Brandon leads Cision’s US marketing team and develops strategies for engaging marketing and PR professionals. He is a host of the popular Cision Webinar series, and blogs about everything from inbound/content marketing tactics to future trends in communication and technology on Cision Blog. Find him on Twitter @brandonchicago

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