Findings from the 2nd annual Middleberg/SNCR (Society for New Communications Research) survey of media in the wired world.

1. Presented by Jen McClure & Don Middleberg
February 25, 2010
Sponsored in part by

2.  Finding the story
 Communicators and media professionals alike are seeking
each other out
in order to share information and collaborate on great stories
 Building relationships
 Connecting with target audiences, identifying influencers, and
engaging in conversations are as important as ever in
maintaining personal relationships
 Choosing communication tools
 Traditional tools are not being abandoned by PR and
journalism professionals, but strategically fused with social
media

3.  Primary: To examine the effects of new media
and communications developments, social
media, and citizen journalism on journalists
and the journalism profession
 Secondary: To help inform PR professionals
as to how they can communicate more
efficiently and effectively with journalists, and
provide more value to the journalism
community

4.  To determine how and why journalists use new
media and communications tools and technologies
 To determine the frequency of use of and
preferences for new media and communications
tools and technologies
 To assess the perceived impact of new media and
communications tools on the way journalists work
 To assess the attitudes of journalists towards the
impact and value of these new tools and trends on
journalism

5.  Online survey conducted between July 2009 –
October 2009
 Survey conducted by SNCR and Middleberg
with assistance by U. Mass Dartmouth
 Sample: 341 respondents, resulting in a 95%
confidence ratio
 Survey panel included respondents from
SNCR list, members of the Society of
Professional Journalists, Online News
Association and other press associations

11. ◦ Millennials are pushing the envelope in terms of
adoption and a new attitude toward social media and
citizen journalism in the newsroom
◦ Social media tools are going mainstream in the
newsroom
◦ Online media gaining credibility in the eyes of
journalists
◦ There is a more collaborative, interactive form of
journalism beginning to emerge in traditional
newsrooms as the result of social media and citizen
journalism

14.  48% - LinkedIn
 45% - Facebook
 24% - MySpace
 3% - Friendster
 More than 30% of respondents do not use any online
social networking tools

19.  This picture made twitpic famous
 Wow, that is an incredible picture.
 Amazing pic of historic moment, the way news breaks is truly changing (LOL I bet this guy gets a lot
of followers now)
 iPhone & Twitter: Good night and good luck to old media… ;-)
 Nice! Awesome shot. Thank you, iPhone.
 Someone please tell me how Twitter is pointless again please. ;) yet another use case @tweetbizbook
 This should be the NYTimes cover tomorrow, even with iPhone resolution, it's the best I've seen so
far.
 Wow. Send to CNN! Now!
 Social Media at work. Breaking News revolutionized.
 Airplane in the Hudson, and Twitter gets the scoop! Amazing. Thank you for posting this.

20.  Was viewed 40,000 times on the Web in the first hour
 Was picked up by MSNBC 17 minutes after posted on
Twitter
“It was the point when traditional media understood
that there was greater value in using Twitter as a news
source, rather than a distribution channel or a place to
divert eyeballs to their own websites. Traditional
media's financial problems have reduced their ability to
have feet on the street when news breaks. In Twitter
there is a convergence between citizen and traditional
journalism.”
– Shel Israel, SNCR Senior Fellow

32.  35% quoted bloggers
 35% incorporated citizen-generated video
 22% cited/quoted podcasters

49.  PR must connect the dots between PR and social media
 PR professionals who are story tellers and who understand
how to build relationships, collaborate, engage in
conversations, understand changing influence patterns,
and can communicate with journalists in the channel of
their choice will succeed
 Personal relationships remain critical – new tools can
enhance relationship building
 Journalists still prefer old fashioned face-to-face
meetings and phone calls over new communications
technologies

50. For more information, contact:
Society for New Communications Research
http://sncr.org
info@sncr.org
+1 (408) 266-9658
Join SNCR at the
6th Annual NewComm Forum
April 20-23, 2010
San Mateo, CA
www.newcommforum.com
Use code NCFSNCR to save $100