Survey Finds Earned and Social Media Inextricably Linked in Newsrooms Today
Ogilvy PR Survey Identifies Increasing 'Eye on Social Media' as Benchmark for News Generation
28 Jul, 2014, 09:16 ET
NEW YORK, July 28, 2014 /PRNewswire/ -- Traditional journalism has been significantly impacted by the growing number of Americans who turn to social media to source, share and engage with news. A new survey by Ogilvy PR of over 75 US-based reporters, editors and producers reveals the important role social media plays in driving both the impact and success of a story.
Clearly, the relationship between mainstream and social media is here to stay. Over half the journalists (53%) surveyed saw a "strong connection" between earned media coverage and social media amplification – with another 44% seeing "some" connection. Importantly, over 90% believe that the impact of a story is connected to the amount of reaction it receives in social media [on platforms] such as Twitter.
Not only is news moving rapidly from mainstream into social media, but journalists value this phenomenon. The majority of survey respondents said that amplification in social media and through word-of-mouth is as valid a definition of a story's "success" today as it being picked up by other media outlets.
"Journalists and PR professionals alike are facing a new world of news dissemination," said Jennifer Risi, Managing Director, Ogilvy Media Influence and Head of Media Relations, North America. "The blending of social and mainstream media is paving the way for a new paradigm of news generation – creating exciting opportunities for the most savvy and forward-thinking of brands."
The survey also revealed tensions in the relationship between mainstream and social media when it comes to news reporting. Notably, 88% of respondents believe that the "race for news" either "significantly" or "somewhat" impacts story integrity. Furthermore, with over half of respondents saying that "shrinking newsrooms and resources" were the biggest obstacle to reporting the news today, questions about the quality and accuracy of news disseminated freely via social media are likely to continue.
Despite the challenges of mainstream news journalism today, only 8% of respondents said they would choose an alternate career in PR or marketing vs. the 56% who would opt for a career in another media company if they moved from their current outlet.
The survey also showed that in today's "social" news environment, authoritative sources share the spotlight with popular favorites. Of the over 75 reporters, editors and producers interviewed, 27% viewed celebrities as the most influential news drivers today, followed by their fellow reporters/anchors (26%). Trailing these were political figures (21%) and business leaders as a distant fourth (13%).
"Third party endorsement in the form of partners, customers, reporters and paid spokespersons is key in driving the impact of a strategic communications program," added Risi. "Today, business leaders can not do it alone, but rather need to establish a legion of authorities and advocates to help effectively move the needle."
For more information about Ogilvy PR's Media Influence Group, please visit www.ogilvypr.com/en/expertise/media-influence.
About the Survey
The Ogilvy Public Relations Media Influence Group fielded an eight question survey of 77 U.S. based journalists – across print, broadcast and social media - covering a variety of topics including national news, business, consumer trends, technology, entertainment, politics and the Hispanic community. The survey assessed sentiment and focused on opinions of reporters, editors and producers across a variety of top-tier U.S. media outlets. The survey was conducted by phone and email by Ogilvy PR team members based in New York, Chicago, Denver, Los Angeles, San Francisco and Sacramento in May – June 2014.
About Ogilvy Public Relations
Ogilvy Public Relations (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 85 offices across six continents. In 2013, for the second consecutive year, Ogilvy was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effie Global Effectiveness Index. Ogilvy was also named Best Digital Consultancy in the World, Most Creative Agency and Best South-East Agency by the Holmes Report. Ogilvy PR integrates deeply with all Ogilvy & Mather disciplines (advertising, direct marketing, activation, promotional, digital and entertainment) through the proprietary Ogilvy Fusion™ approach to delivering comprehensive, business solutions through content creation, community building, and communications with measurable results. Ogilvy PR is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), and one of the largest marketing communications companies in the world. For more information, visit our website at www.ogilvypr.com or follow us on Twitter at @ogilvypr.
SOURCE Ogilvy Public Relations Worldwide
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