7. 2016
Print
Radio
TV
24 hour cable news
channels
New Zealand owned news
websites:
Foreign owned news
websites:
Blogs
Content aggregation:
1995-2010
Print
Radio
TV
Publisher owned news
websites
Private blogs
24 hour cable news
channels
1980s-1995
Print
Radio
TV
Industry Dynamics
Clients are dealing with Peak Content
PR and Comms is a dying industry...Or is it?
8. 37%
Where are we right now?
of content that appears
in the newspaper does
not appear online at all.
READERSHIP
TWITTER FOLLOWERS
FACEBOOK LIKES
NZ Herald
Dominion Post
NZ Herald
Stuff.co.nz
One News
NZ Herald
Stuff.co.nz
One News
549,000
256,000
212,000
127,000
124,000
477,000
347,000
333,000
Source: SocialBakers.com 02/05/16
24%
38% of all press
coverage was favourable
compared to 24% on
radio and television
38%
For every negative
message about
your brand in press
coverage, there
are five positive
messages
PR and Comms is a dying industry...Or is it?
9. On average more than
2.5M users on Facebook
every month
More than 2M users on
Facebook every day
More than 1.6M users
accessing Facebook on
mobile device
2.5
MILLION
2
MILLION
1.6
MILLION
Where are we right now?
PR and Comms is a dying industry...Or is it?
10. MEDIA USE OVER
BREAKFAST
DO YOU USE
SOCIAL MEDIA AS A
SOURCE OF NEWS
INFORMATION FOR
YOUR BUSINESS?
RADIO INTERNET NEWSPAPER TV
NO
YES
Source: Roy Morgan Single Source (New Zealand), July 2010 – June 2015 average annual sample n = 10,684 New
Zealanders 14+. Respondents may report using more than one media type.
Where are we right now?
PR and Comms is a dying industry...Or is it?
11. PRINT is still important
0
2
4
6
8
10
IN WHICH MEDIA DO YOU THINK YOU GET
MORE POSITIVE STORIES ABOUT YOUR
BUSINESS?
TV RADIO PRINT ONLINE SOCIAL
PR and Comms is a dying industry...Or is it?
12. 0
2
4
6
8
10
0
2
4
6
8
10
IN WHICH MEDIA DO YOU THINK YOU GET
MORE POSITIVE STORIES ABOUT YOUR
BUSINESS?
IN YOUR OPINION, RANK HOW IMPORTANT (1
BEING THE MOST IMPORTANT AND 5 BEING THE
LEAST IMPORTANT) YOU THINK EACH OF THE
FOLLOWING MEDIA WILL BE TO YOUR COMPANY/
ORGANISATION IN 12 MONTHS TIME
TV TVRADIO RADIOPRINT PRINTONLINE ONLINESOCIAL SOCIAL
PRINT is still important
PR and Comms is a dying industry...Or is it?
14. Increase in copyright take down requests
310,975
4,721,333
5,936,066
8,307,590
21,064,700
March 2013 March 2014 March 2015 March 2016
PR and Comms is a dying industry...Or is it?
15. 47% 64%
of all online time is
spent on social media*
of Twitter users follow
a professional news
account
Average article shared
on social reaches half of
the total social
audience within 6.5hrs
on Twitter & 9hrs on
Facebook
Social media and community engagement
PR and Comms is a dying industry...Or is it?
16. How do journo’s compare: Europe vs NZ
33%
60%
50%
60%
50%
83%
of journalists said social
media posts are not
a reliable source of
information
of journalists in NZ don’t
think social media posts
are a reliable source of
information
consider the consumer to
be more reliable than a
statement from a company
of NZ journalists
DISAGREED and do not
think the consumer is more
reliable than a company
said they publish first and
fact check later
More than 83% in NZ said
would not publish first
and fact check later
PR and Comms is a dying industry...Or is it?
17. Grey research stats
Family
25%
22%
17%
15%
11%
4%
3% 3%
UGC on
Websites
Friends Digital
Ad
Social
Media
Peer
Reviews
Media
Coverage
Independent
Reviewers
WHAT IS THE TOP DIGITAL INFLUENCE ON
WHAT PRODUCTS OR BRANDS YOU BUY
PR and Comms is a dying industry...Or is it?
18. Think brand are too self indulgent on social
28%
72% 40%
60%
35%
65%
24%
76%
26%
74%
16%
84%
DO YOU AGREE
OR DISAGREE
WITH THE
FOLLOWING
STATEMENT?
BRANDS ON
SOCIAL MEDIA
ARE SELF-
INDULGENT
TOTAL UNDER 30 30-39 40-49 50-59 60+
PR and Comms is a dying industry...Or is it?
19. Print vs mobile vs tablet
78% OF THE LARGEST 50 DIGITAL
NEWS WEBSITES HAVE MORE
TRAFFIC TO THEIR SITES FROM
MOBILE DEVICES THAN FROM
DESKTOP COMPUTERS
GLOBALLY, THERE ARE 699
MILLION ACTIVE DAILY FACEBOOK
USERS. 469 MILLION OF THESE
ACCESS FACEBOOK FROM A
MOBILE DEVICE
67% OF ALL ACTIVE
DAILY USERS GLOBALLY
ARE MOBILE
GRAPH SHOWING SMARTPHONE
AND TABLET USAGE –
DELOITTE MOBILE CONSUMER
SURVEY 2015
PR and Comms is a dying industry...Or is it?
20. *NEWS SITES: We calculate News Sites using 100 of the top news websites ranked by Comscore, Alexa rankings, and other social media data sources, like Newswhip.
10%
20%
30%
40%
FACEBOOK
GOOGLE
SITES
YAHOO!TW
ITTER
BING
*NEW
S
SITES
DRUDGEREPORTNEW
SNOW
*RSS
READERS
REDDITPINTERESTZERGNET
AOL
M
SN
STUM
BLE
UPON
Top traffic referral source to news websites
May – July 2015
PR and Comms is a dying industry...Or is it?
24. So where does the comms professional come in to the picture?
PR and Comms is a dying industry...Or is it?
25. “When we are no longer able
to change a situation- we are
challenged to change ourselves”
Viktor E. Frankl
PR and Comms is a dying industry...Or is it?
