2Cision’s 2018 Global State of the Media Report KEY TAKEAWAYSBeing accurate is more important than being frst.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 t’s been both an extraordinary andchallenging year for journalism —to say the least. On one hand, theprofession has never been undergreater attack. Constant accusationsof fake news, anti-media sentimentcoming from many of the world’s poli- ticians and a seemingly overwhelmingsupply of competing content has madeit much more difcult for professionaljournalists and infuencers to be heard.As the media contends with those real- ities, there are some signs many in thepublic have their back and are support- ing journalistic institutions again. In Feb- ruary 2018,The New York Timesreportedmore than10 percent year-to-year reve- nue growth for the fourth quarter of 2017and 7.7 percent for the full year — a boonfor an industry that had largely been indecline. According to Poynter, The Timesnow has more than 2.6 million digi- tal-only subscribers, 3.6 million includ- ing print and the verticals. According toAdWeek, cable news ad revenue grew awhopping 25 percent year over year. TheEXECUTIVE SUMMARY key takeaway: people see how import- ant journalism can be with many criticalstories impacting the way people thinkabout politics, business and culture.As tested as the industry has been,one outcome from all the turmoil is thatjournalists need reliable public relationspartners — perhaps more than everbefore. According to Cision’s 2018 globalState of the Media survey, in which thecompany surveyed 1,355 journalistsfrom across six countries on their per- ception of the media and communica- tions industries, working with trustedprofessionals who can provide accurate,newsworthy information is a must.Here’s a breakdown of this year’s 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% 3Cision’s 2018 Global State of the Media Report Fake news is a big deal and for good reason: It’s making peoplemuch more suspicious of all content they consume. Globally, 56 percent of respondants said that fake news is making readersmore skeptical than ever about what they read and see. Here’s how the above sentiment was expressed by country: According to three-quarters of thesurvey’s respondents, being 100 per- cent accurate in their reporting is moreimportant than being frst on a story orthe promise of exclusivity. As well, 56percent of journalists said fake newsaccusations are causing audiencesto become more skeptical about thecontent they produce. The survey asked“what’s the biggest impact that ‘fakenews’ (defned as false content pre- sented as real news coverage of actualevents) will have on journalism” This ishow global responses varied:Trust is another issue, with 71 percent saying they think the publichas lost trust in journalists. That’s down from 91 percent last year,but it’s still a signifcant number. Here’s how the above sentiment was expressed by country:USUKGermany CanadaFranceSweden 78% 69% 63%56% 42%55% US 59% Canada 52% Sweden 53% UK 51% France 64% Germany 46% 4Cision’s 2018 Global State of the Media Report Social media is also making the job ofa journalist more complicated, as someworry that social networks and searchengines are causing audiences to bypasstraditional media.What’s the implication for brandsand communications professionals Itmeans that being a trusted source andreliable partner is more vital now thanever. While journalists can get storyideas from anywhere, they still say theirmost valuable and trusted piece of PRcontent is the traditional press release.Most are happy to work with publicrelations professionals, provided they’regiving them information that’s accurate,newsworthy, and that can be used toenhance their coverage. USA: CONFRONTING SEVERAL CHALLENGES It’s an interesting time in American journalism. According to our survey, the media industry is dealing withseveral challenges. Social networks and search engines bypassing traditional media, fake news, stafng andlimited 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-ffth 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 allkinds of content. Despite the impact fake news may be having, 47 percent of journalists aren’t 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 thatjournalists 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. 。。。。。。