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SOCIAL MEDIA:  JOURNALISTS, PUBLIC   RELATIONS – TRUST     OR DISTRUST?            BY SHANKAR & DR.                KIRANJI...
INDEX   Introduction   Context   Objective of Study   Study – Methodology            Respondents – India/Malaysia   ...
INTRODUCTION   News Gathering process – Traditional & New   Regional media driving circulation & readership   Internet ...
CONTEXT FOR STUDY   Digital Media enables faster & reliable newsgathering process   With Digital Media becoming ‘Social’...
COMMUNICATION ECO-SYSTEMPublic Relations   Organisation    Journalists                    Social Media
COMMUNICATION ECO- SYSTEM                          Organisation                   Journalists  Public Relations           ...
OBJECTIVES OF STUDY   Understand role of SM in news gathering   Understand role & impact of SM   Type of SM being used ...
METHODOLOGY   Study focuses on usage of SM among Journalists & PRFor better insights into the above, Indian & Malaysia J...
RESPONDENTSA. JournalistsMainline – English & Financial DailiesVernacular – TeluguTelevision – National & TeluguB. PR P...
STATSNewspaper Industry (Source: WPT, 2011 report from WAN-IFRA)   Publishing industry global revenues - $160 bn annually...
RESEARCH QUESTIONS FORSTUDY   Do journalists use SM as an information source to file    stories – News Gathering Process...
SOCIAL MEDIA – TRUST &PREFERENCES   News Gathering process changed with advent of SM   SM is useful tool for FACT-CHECKI...
FINDINGS – INDIANSCENARIO   SM Usage in Mainstream English dailies determinedby Seniority in Media house & organization s...
FINDINGS – INDIANSCENARIOTOOLS FB | Twitter being used as ‘leads’ & to get reactions Genuine FB | Twitter handle needed ...
FINDINGS – INDIANJOURNALISTS   SM helps build new contacts, conduct due-diligence Despite issues on credibility & trust ...
FINDINGS – INDIANJOURNALISTSFlip side of SM usage – worry for journalists & PR: Negative comments by irate customers pick...
FINDINGS – MALAYSIA JOURNALISTS    2010 Survey findings reflect study of 442 Journos: Over 90% Journos preferred mail to ...
FINDINGS – INDIANPR Use of SM by PR professionals depends on location SM as Game-Changer in building client perception ...
FINDINGS – MALAYSIAN PR Limited use of SM by PR for reaching Journalists Journalists seek information over mail not SM ...
SOCIAL MEDIA LEVERAGING   Media houses use SM to reach younger audience   Media leverage SM to get customers base, runpr...
CONCLUSIONS SM is GREAT LEVELLER – speed & reach Nascent stage in India & Malaysia with limited use SM is powerful “For...
WAY FORWARD SM as a source needs to establish credibility &trust Acceptability needs to be addressed Corporate use of S...
THANKS FOR YOURTIMEPlease share your inputs/comments on:Shankar, HP: +91.99490.93501Mail: shankar@sparadigm.inDr Kiranjit ...
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Amic presentation, 110712

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Final presentation presented at 21st Annual AMIC Conference at Malaysia

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Amic presentation, 110712

  1. 1. SOCIAL MEDIA: JOURNALISTS, PUBLIC RELATIONS – TRUST OR DISTRUST? BY SHANKAR & DR. KIRANJITA PRACTITIONERS’ PERSPECTIVE July 12, Shah Alam, Malaysia
  2. 2. INDEX Introduction Context Objective of Study Study – Methodology  Respondents – India/Malaysia Findings Conclusion Way Forward
  3. 3. INTRODUCTION News Gathering process – Traditional & New Regional media driving circulation & readership Internet access – differential Use of Social Media by PR Professionals Organisation policy & Use of Social Media Advent of Smart Phones/Tablets Use of SM varies in India & Malaysia
  4. 4. CONTEXT FOR STUDY Digital Media enables faster & reliable newsgathering process With Digital Media becoming ‘Social’ - informationexchange is now web | mobile based Advent of SM is leading to virtual engagementTechnology, preference & absorption influencesinformation exchange Location is a major determinant of using SM
  5. 5. COMMUNICATION ECO-SYSTEMPublic Relations Organisation Journalists Social Media
  6. 6. COMMUNICATION ECO- SYSTEM Organisation Journalists Public Relations Social Media Develop road map for better communication strategy that leverages SM Help develop SM as effective medium to share information, updates, trendsand better engagement beyond information exchange
  7. 7. OBJECTIVES OF STUDY Understand role of SM in news gathering Understand role & impact of SM Type of SM being used & its importance in news reporting or information exchange Understand usage of SM in India and Malaysia Is SM being leveraged to reach larger audiences
  8. 8. METHODOLOGY Study focuses on usage of SM among Journalists & PRFor better insights into the above, Indian & Malaysia Journalists& PR fraternity were approached with questionnairesSurvey in India In India – 60 Journalists & PR Practitioners were approached E-Mail, Phone & in-person interviews used for data collectionSurvey in MalaysiaSurvey of 442 Journalists in Malaysia done in 2010 – trying tounderstand reliance on digital media10 PR practitioners in Malaysia from Govt., Consultancy &Corporate sector E-Mail, Phone & in-person interviews used for data collection Administered the same questionnaire to bring uniformity
  9. 9. RESPONDENTSA. JournalistsMainline – English & Financial DailiesVernacular – TeluguTelevision – National & TeluguB. PR ProfessionalsPR agencyCorporate CommunicationsIndividual ConsultantsC. LocationsHyderabad | Delhi | Mumbai | Chennai| Bangalore| USTotal Sample Size Approached: 60 & Responded: 35Journalists: 19PR Professionals: 16
  10. 10. STATSNewspaper Industry (Source: WPT, 2011 report from WAN-IFRA)  Publishing industry global revenues - $160 bn annually  Global Circulation: 519 million – reaches 2.3 bn daily, with 20% reading on Internet  Between 2006-10, print circulation has dropped  India & China are “world absolute leaders in industry”  Circulation in India grew by 8.23% in 2010-11 – regional dailies accounting for significant increase  Malay media is State-owned & State-controlledTelevision  141 million TV households in India – 116 mn connected by cable, 25 mn. by DTHInternet  100 million Internet users in India vs. 500 mn. in China  17 mn. Internet users in Malaysia – 64% users under 35 Staggering numbers – IGNORE AT ONE’S RISK??
  11. 11. RESEARCH QUESTIONS FORSTUDY Do journalists use SM as an information source to file stories – News Gathering Process Is SM a credible source to get information – issues of trust?? Interplay between journalists, PR professionals & client – use of SM Role of SM as a tool to reach journalists by PR | Client Role of SM being leveraged by news media to extend their reach to consumers
  12. 12. SOCIAL MEDIA – TRUST &PREFERENCES News Gathering process changed with advent of SM SM is useful tool for FACT-CHECKING & NOT YET used as resource for news gathering SM facilitates by-passing organizational route for information exchange Advent of SM created Citizen Journalism as another news gathering tool - ACTIVISM SM lead to democratization of news gathering process??However, Institutionalized Mechanism of Media Houses has not undergone dramatic changes with advent of SM
  13. 13. FINDINGS – INDIANSCENARIO SM Usage in Mainstream English dailies determinedby Seniority in Media house & organization support Vernacular print media not yet using SM for newsgathering Vernacular TV Channels more proficient in using SM National TV Channels use SM for news gathering Financial Dailies use SM but are location-specific
  14. 14. FINDINGS – INDIANSCENARIOTOOLS FB | Twitter being used as ‘leads’ & to get reactions Genuine FB | Twitter handle needed to get authenticinformation YouTube is gaining popularity among Govt. agencies,Corporate & even young tech-savvy politicosLinkedIn being used by financial reporters to docredibility checkIssues Lack of training, supervision & resources to verifyinformation sourced from using SM – Worrying Credibility & Authenticity of Information – LargerWorry
  15. 15. FINDINGS – INDIANJOURNALISTS SM helps build new contacts, conduct due-diligence Despite issues on credibility & trust – SM isappreciated for swiftness, wide reach & enablescross-checking of information SM helps PR & Journalists interact moreprofessionallyTwitter | FB| YouTube & LI have created spl. mediaplatforms Interactive SM allows for better dialogue Journalists, however need to careful in verifyinginformation & advent of SM has made it pertinent,more so for TV Sports reporters leverage SM for sharing scores,match updates
  16. 16. FINDINGS – INDIANJOURNALISTSFlip side of SM usage – worry for journalists & PR: Negative comments by irate customers picked up byjournos to make sensational stories – goes viral prettysoon: Huge crisis situation for PR & his client Media Management difficult NOW than in pre-socialdays SM reduces engagement quality – virtual builds speedbut loses human connect Journalists worry about information exchange over SMdue to privacy – SM service provider has access to dataParadox in India – Regional Media driving growth inreadership & circulation BUT restricted use of SM –Organisation Policy: Needs to change
  17. 17. FINDINGS – MALAYSIA JOURNALISTS 2010 Survey findings reflect study of 442 Journos: Over 90% Journos preferred mail to receive pressreleases Over 90% journos preferred mail for getting storypitches FB preferred over Twitter, YouTube also fares poorly:Malay are yet to embrace SM for Journalism professionState-controlled media don’t rely on SM for newsgathering despite Opposition parties using SM to flaygovt. policies Blogs are more popular than SM for Malay journosRSS Feeds, podcasts, blogs are used sparingly PR professionals propagate use of SM for informationexchange but journos prefer blogs/mail for newsgathering
  18. 18. FINDINGS – INDIANPR Use of SM by PR professionals depends on location SM as Game-Changer in building client perception Credibility of PR guy critical in information-sharing Twitter | FB | YouTube major SM channels used tomeet demands of 24x7 media Recent news breaks in India have been on SM –Lalit Modi; Vijay Mallya; Shashi Tharoor etc PR guys follow Journalists blogs | Twitter| FB postsClients are early adopters – post financial results,product launches, CEO views on issues | budgetsClients NOW VERY vulnerable to attacksSM is an Egalitarian Platform - equal opportunity
  19. 19. FINDINGS – MALAYSIAN PR Limited use of SM by PR for reaching Journalists Journalists seek information over mail not SM Websites are better information sources than SM SM platform to get story leads – TRUST?? Despite following FB | Twitter posts, they still cross-check information using traditional means Govt. uses SM to reach public not media Firms prefer information exchange in person vs. SM Explore SM debate on issues – Usage is more reactive Clients still NOT open to SM – issues of control, cost Senior journos & CEOs still prefer person vs SM Client Use of SM is determined by industry & need
  20. 20. SOCIAL MEDIA LEVERAGING Media houses use SM to reach younger audience Media leverage SM to get customers base, runpromotions Collaborative Reporting – leading to activism Online marketing helps media grow circulation |viewership Twitter & Blogs becoming key sources of leads &insights SM can go viral pretty fast – motivated campaignsSM builds “informed society” for news hungry people
  21. 21. CONCLUSIONS SM is GREAT LEVELLER – speed & reach Nascent stage in India & Malaysia with limited use SM is powerful “Force Multiplier” – helps crossboundaries Posts on FB|Twitter channel work as leads for storyJournalists are “Early Rejecters” & “Late Adopters” Journalists & Media Houses need to use SM for newsgathering BUT have ability to cut co-efficient ofexaggeration Rising Internet, Smart-phones give fillip to SMSM has altered Journalist-PR interactions – low costs Digital Media as 5th estate & help credibility for 4thestate
  22. 22. WAY FORWARD SM as a source needs to establish credibility &trust Acceptability needs to be addressed Corporate use of SM – issues of control, time,effort SM has to grow beyond source for leads of“News Break” SM engagement for both communities needsmore grounding – will help increase interactionseven virtually SM is still ONLY Channel NOT Strategy asengagement model is not establishedMove from Frequent to Meaningful Conversation Organisation support & empowerment required
  23. 23. THANKS FOR YOURTIMEPlease share your inputs/comments on:Shankar, HP: +91.99490.93501Mail: shankar@sparadigm.inDr Kiranjit Kaur; (off) 603-5543-5936Mail: kiran126@salam.uitm.edu.myCheck final presentation @http://www.slideshare.net/shankarchelluri1

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