Cision Research Europe publishes results of ‘2010 Social Journalism Study’ in UK, France and Germany

Cision Europe’s Social Journalism study conducted among UK, French and German journalists in July, underscores that Social Media have become standard tools for journalists supporting their daily workflow. Today, journalists in all three countries use Social Media to source stories as well as to promote their own work.

However, this use of Social Media doesn’t replace more traditional working tools such as corporate websites and liaising with PRs. Many journalists use Wikipedia for fact checking but a preference for research and validation through PRs remains. However, many journalists think that PRs don’t understand how to use Social Media.

Social Media have become standard in journalists’ workflows but complement traditional working tools

In the UK, 74% of journalists and about 50% in France and Germany consider Social Media to be either a ‘Somewhat important’ or ‘Important’ working tool. Social Media clearly have arrived as standard working tools with over 80% of journalists in all three territories using Social Media to source and promote their stories.

(Source: Cision 2010 Social Journalism Study; Base: 279 UK Journalists)

Results also show that Social Media are not replacing traditional channels but complement them. Almost 70% of journalists in all three countries state that they use traditional tools such as press releases, PRs and corporate websites as often today as they did three years ago.

(Source: Cision 2010 Social Journalism Study; Base: 279 UK Journalists)

Wikipedia most used Social Media in all three countries

The three Social Media named as most important are Twitter, Facebook and LinkedIn across all territories. However, Twitter takes a clear lead in the UK, Wikipedia in Germany and LinkedIn in France.

(Source: Cision 2010 Social Journalism Study; Base: 279 UK Journalists)

(Source: Cision 2010 Social Journalism Study; Base: 279 UK Journalists)

More than 75% of journalists in all three countries use Social Media to publish, promote and distribute their content. 28% use social networking sites such as Facebook and LinkedIn in this way, closely followed by microblogging platforms such as Twitter with 26% and Blogs with 20%.

Journalists actively use Wikipedia to source stories, particularly in Germany where the use of the site was around twice that seen elsewhere. Wikipedia is also used for fact-checking, with over 60% of respondents using the site to check stories at least once a week, compared with 22% for Blogs and 34% for wire services.

However, a preference for research and validation through PRs, contacts and corporate sites remains with more than 70% of journalists stating that news and information delivered via any Social Media are either ‘Much Less Reliable’ or ‘Slightly Less Reliable’.

Journalists tell Cision they think a large proportion of PRs don’t understand how to use Social Media

Only a quarter of journalists agree with the statement ‘PRs understand how to use Social Media’.

(Source: Cision 2010 Social Journalism Study; Base: 279 UK Journalists)

In stark contrast to journalists’ heavy use of Social Media for example for story sourcing, PRs shy away from contacting journalists through such platforms with almost 70% of journalists reporting that they ‘Never’ or only ‘Occasionally’ connect with PRs that way. Here, traditional communication tools such as press releases with 33% and telephone calls with 24% still dominate.

About the survey

In July 2010, Cision Media Research, linked with the University of Sunderland, completed an online survey in the UK, France and Germany simultaneously. The survey was designed to enhance the media industry’s understanding of Social Media uptake and the impact of Social Media technologies and processes on journalists’ work.

Respondents were taken from Cision’s media database of more than 1.5 million influencers globally. Country-specific sub-panels were set up and 15,000 journalists were invited to participate in the survey. To minimise any bias, Cision secured a fair distribution of work experience, media types and geographies.

Below is an outline of the respondents for each country:

UK

  • Most respondents fall in the age groups of 24-34, 35-44
  • A majority have been journalists for more than ten years
  • n = 279

Germany

  • Most respondents fall in the age groups of 35-44, 45-54
  • A majority have been journalists for more than ten years
  • n = 131

France

  • All age groups evenly represented
  • A majority have been journalists for more than ten years
  • n = 139

Cision will conduct this survey on an annual basis to continue to inform on best practices within the PR and communications field and to deepen understanding of how journalists and professional communicators use and value Social Media and other resources.

To take a closer look the 2010’s Social Journalism research, download the executive summary here.

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