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Preliminary Findings from the Middleberg/SNCR Survey of Media in the Wired World
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Preliminary Findings from the Middleberg/SNCR Survey of Media in the Wired World

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Presented by Don Middleberg & SNCR Executive Director Jen McClure …

Presented by Don Middleberg & SNCR Executive Director Jen McClure
(2008)

Published in Business
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  • 1. Presented November 14, 2008
  • 2.
    • To examine the effects of new media and communications developments, social media, and citizen journalism on journalists and the journalism profession
    • 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
  • 3.
    • In-depth quantitative and qualitative study
    • Stage One: Quantitative study
      • Survey questionnaire informed by SNCR Fellows who are journalists
      • Online survey conducted in conjunction with TWI
      • Survey launched in September 2008 – still in progress
      • Currently 160 respondents
      • Primarily North America
      • Primarily editors and reporters from online and traditional news organizations
    • Stage Two: Qualitative study
      • In-depth case studies with journalists
  • 4.
    • Role
    • Organization Type
  • 5.
    • Key Findings
      • 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
  • 6.  
  • 7.
    • 48% - LinkedIn
    • 45% - Facebook
    • 24% - MySpace
    • 3% - Friendster
    • More than 30% of respondents do not use any online social networking tools
  • 8.  
  • 9.
    • To keep up on issues or topics of interest
      • Blogs – 68%
      • Online Video – 45%
      • Podcasts – 36%
  • 10.
    • To research an individual or organization
      • Company websites – 86%
      • Wikipedia – 71%
      • Blogs – 46%
  • 11.
    • To find sources
      • Company websites – 78%
      • Blogs – 56%
      • Social networking site – 44%
  • 12.
    • To find story ideas
      • Blogs – 59%
      • Company websites 47%
      • Twitter – 23%
  • 13.
    • To participate in a conversation
      • IM – 38%
      • Blogs – 34%
      • Twitter – 20%
  • 14.
    • To monitor online discussions/sentiment
      • Blogs – 63%
      • Social networking – 32%
      • Twitter – 20%
  • 15.
    • As a means to disseminate news
      • Blogs – 48%
      • Online video – 28%
      • Social networking – 26%
      • Twitter – 19%
  • 16.
    • “ What is your preferred method of communicating with sources?”
      • Top 3:
        • Email – 93%
        • Phone – 74%
        • In-person meetings – 51%
      • Followed by:
        • Social network messages – 8%
        • IM – 5%
        • Twitter – 3%
          • (47% are not receptive to a “Twit-pitch” &
          • 33% don’t know what that is)
  • 17.
      • “ What is your preferred method of communicating with sources?”
      • At 3%, Twitter beat out postal mail and fax…
      • Postal Mail – 2%
      • Fax – 1%
  • 18.
    • Do you find value in the social media press release?
  • 19. All Data 18-29 30-49 50-64 New media and communications tools & tech-nologies are enhancing journalism 82% 100% 83% 40%
  • 20. All Data 18-29 30-49 50-64 Social media technologies & citizen journalism represent a benefit to the journalism profession 57% 80% 64% 48%
  • 21. All Data 18-29 30-49 50-64 Bloggers have become important opinion-shapers of the 21 st century 69% 87% 76% 60%
  • 22.
    • Quote bloggers
      • 49% - Yes
      • 49% - No
      • 2% - No response
    • Incorporate citizen-generated video
      • 35% - Yes
      • 63% - No
      • 2% - No response
    • Cite/quote podcasters
      • 22% - Yes
      • 70% - No
      • 8% - No response
  • 23. All Data 18-29 30-49 50-64 New media and communications tools make it easier to collaborate with other journalists 58% 86% 60% 53%
  • 24. All Data 18-29 30-49 50-64 New media and communications tools enhance my relationship with my audience 60% 87% 74% 42%
  • 25. All Data 18-29 30-49 50-64 New media & communications technologies make it easier for me to identify and connect with people important to my reporting 92% 100% 92% 89%
  • 26.
    • Public relations must connect the dots between public relations and social media
    • Managing social media belongs with public relations practitioners since PR professionals are story tellers 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
    • Personal relationships remain critical. Journalists still want old fashioned face-to-face meetings and phone calls
    Implications For PR Practitioners