2019年全球媒体行业报告（英文版）.pptx

,REPORT,STATE OF THE MEDIA,CISIONS 2019 GLOBAL,10TH ANNUAL,Cisions 2019 GlobalReport,1,Executive Summary 2The Goal of Journalism in 2019 3 The Goal of Journalists in 2019 5 The Biggest Threats to Journalism8 Lower Budgets and Fewer Resources 10 Social Media is Complicated 11 What Journalists Want14 Relevance, Relevance, Relevance17 Conclusion 20,Table of,Contents,Executive Summary,The past 12 months have been challenging for the media industry Members of the press must contend with personal attacks, accusations of fake news, and the rapid spread of misinformation Social media has been particularly difficult to work with this year, with complex updates to data privacy laws and sudden changes in newsfeed algorithmsHowever, amidst this formidable environment, theres a glimmer of hope;trust in the media might actually be on the rise.According to Cisions 2019 State of the Media surveythe companys 10th annualwhich collected responses from 1,999 journalists in 10 countries, relevance and trust are more important than ever,Global respondents by outlet,Print 43.8%,2,Cisions 2019 Global State of the Media Report,Broadcast 14.1%,Online only 21.5%,Freelance 19.1%,Social influencer4.8%,Responses reflect growing concerns around the changing role of social media, an increasing reliance on data-driven storytelling, and positive shifts in perceptions of trustIn this fragmented, dynamic media environment, communications and PR professionals have an opportunity to become even more reliable partners with their media counterpartsKey TakeawaysJournalists are making more data-driven decisions around the content they publish.Social media is becoming a more challenging and complex partner for publishers.Facing a lack of resources, journalists are overwhelmed and overworked.Journalists believe the publics lack of trust in the media might be on the decline.PR outreach needs to be more relevant and targeted to stand out.,Over a century ago, at the heart of the yellow journalism phenomenon, Walter Williams published the Journalists Creed, which remains one of the clearest statements of principles for journalists throughout the world It holds journalism to the highest, most ethical standardsToday, journalism is under attack from many sidesfrom world lead- ers decrying “fake news” to sophisticated misinformation campaigns, to newsroom budget cuts and opaque newsfeed algorithms Has this impacted the goals of journalism? What exactly is the role of the media in the face of such adversity?Cisions 2019 State of the Media survey explored those questions to understand the role of truth and trust in the business of journalism According to Edelmans 2019 Trust Barometer, roughly half the public population does not trust the media,The Goal of,Journalism in 2019,3,Cisions 2019 Global State of the Media Report,Media organizations have recently taken a stand to improve public percep- tion of their trustworthiness CNN launched a “Facts First” campaign The Washington Post ran a 60-second commercial defending journalism during the 2019 Super Bowl Time Magazine named “The Guardians” (a group of journalists whose lives were targeted) its 2018 Person of the Year,The constant attacks on the media have had an interesting impact; many people are paying more attention to what journalists do and the value they provide Edelman reports a “massive rise in news engagement” this year,Reporting the truth is more important than ever. The purpose of journal- ism has not changed, but it has evolved The goal of journalism in 2019 is to provide coverage so informative and so reliable that people around the world are willing to pay for it Trust has become a business model.,51%,What is most important for your organization?34%,Ensuring accuracyRevenue,10%5%ExclusivityBeing the first to publish,Trust in the MediaThe results of Cisions 2019 survey are eye-opening Journalists are split over whether accuracy or revenue is more important to their publications,4,Cisions 2019 Global State of the Media Report,A lot goes into publishing a story Journalists investigate potential stories, conduct interviews, and perform research well before they put words on a page Now with access to more data than ever before, jour- nalists are using analytics to create more impactful stories Journalists analyze data to better understand who their audiences are and what they wanteven needto readIn 2019, journalists say they will be focusing even more on truly under- standing their audiences to create more relevant, engaging storiesCisions State of the Media survey found that 65% of journalists feel the availability of detailed audience metrics have changed the way they evaluate stories, with only 11% reporting no change Facing pressureto drive readership, engagement and revenue, journalists are making data-driven decisions about the content they publish.,The Goal of,Journalists in 2019,The availability of audience metrics like views and engagement has changed the way journalists evaluate stories.,65%,Agree,24% 11%,5,Cisions 2019 Global State of the Media Report,Neither agreeDisagree nor disagree,In 2019, were going to be using a lot more proprietary data about audience behaviorlike clicks, view-time, andkeywordsto inform content development so that we know a project will be popular before we even get into development.,2019 State of the Media Survey Respondent,6,Cisions 2019 Global State of the Media Report,Canada,USA,UK,France,Germany,Sweden,Finland,The metrics that matter to journalistsTo benchmark success, most of the journalists surveyed measure total views or readership, engagement metrics, and revenue attribution However, the relative importance of each of these measures varies by country,Readership,Revenue,Engagement,7,Cisions 2019 Global State of the Media Report,43%,of journalists globally reported their organizations primary measure of success for their content is readership or viewers,From financial risks to constitutional threatseven legitimate concerns about journalists physical safetyjournalism is under attack This survey sought to uncover what journalists themselves feel is the most pressing challenge of modern-day journalism Are the constant “fake news” accusa- tions a greater threat than lack of resources, or do social networks pose the greatest risk? And how worried are they about their personal safety?,The BiggestThreats to Journalism,When the general public was asked about trust in Edelmans 2019 Trust Barometer, 47% of people said they trust the media (which is actually up 3 points over 2018) In the eyes of the public, traditional media is a more trusted source of news than social media Somewhat ironically, the “fake news” era may have contributed to a more informed publichelping to restore the publics trust in journalism,When Cision asked journalists if the public lost or gained trust in the media over the last year, 63% feel the public lost trust While this is still high, its the lowest its been in years.,Distrust in the media is decreasing91%201771%2018,63%2019,8,Cisions 2019 Global State of the Media Report,In 2019, journalists contend with a diverse set of issues The top three chal- lenges globally are social networks and influencers, staffing and limited resources, and fake news (22%, 20% and 19%, respectively),Only 2% of respondents feel their personal safety is their biggest challenge European and Canadian journalists were more likely than US journalists to feel their personal safety was in jeopardy (87% vs 56%),25%,20%,15%,10%,5%,0%,Ongoing conversation on “fake news”,19%,Staffing andresources,20%,Adapting to advances in technology,8%,Personal safety or security issues,2%,Attacks on freedom of the press,14%,Blurring lines between editorial and advertising,15%,Social networks and influencers bypassing traditional media,22%,The biggest challenges for journalism in the last 12 months,9,Cisions 2019 Global State of the Media Report,More than 1/3 of journalists globally publish more than seven articles a week,While the New York Times continues to surpass its lofty revenue goals and invest in newsroom operations, its financial success is not typical for the media industry Newsroom employment continues to decline According to Pew Research, one third of large newspapers and one fourth of digi-tal-only outlets have suffered layoffs since 2017 For the second year in a row, access to resources is one of the biggest challenges in journalism.,To manage that workload, many journalists plan their stories in nearly real time; 42% of respondents work on stories no more than a day in advance,Lower Budgetsand Fewer Resources,For PR professionals, this means you need to be prepared with all materials and contacts when you pitch a time-sensitive story in case it will be written right away,As one reporter said in this years survey, “Your pitch isnt the only one we receive in a single day, so please have some patience”,PR TIP Show you value a reporters time Keep your pitches short and to the point.Help find interesting angles and stories to tell.,10,Cisions 2019 Global State of the Media Report,More journalists now believe social networks bypassing traditional mediais the biggest challenge facing journalism, when compared to the results of the 2018 survey More journalists now also believe social media algorithms will be the technology with the biggest impact on their work this year2018 was a rough year for social media and journalism Facebook faced a number of challenges: from data privacy issues to concerns about the accuracy of their engagement metrics Publishers realize they cant relyon Facebook as a distribution platform the way they thought they couldHowever, journalists still rely on social media to stay connected to sources and real-time news Social data is also more important that ever, in helping determine which stories resonated Journalisms relationship with social media continues to get more complex.,Social Mediais Complicated,11,Cisions 2019 Global State of the Media Report,38% of journalists Cision surveyed agree that updated social media algorithmssuch as changes to the Facebook News Feedwill be the most important technology to impact their work in 2019, an increase over last year. At the same time, artificial intelligence dropped in importance this year Changes to social platforms have impacted publishers in a big, often negative way,Social media is more (and less) important than ever,10%,-3%,-4%,0%,Global,USA,AI,Social Media,Change from 2018 to 2019 in the two most impactful technologies: AI and social media,PR TIP Dont put all of your eggs in one social platforms basket. As seen in the past year, Facebook and other social media channels can change the rules of engagement at any time. Diversify your social amplification channels.,4%,12,Cisions 2019 Global State of the Media Report,Global,USA,I still use social media, but I definitely am not on it all day like I used to be. Journalists still use Twitter a lot. And I do think that were getting pretty burned out on it, but it hasnt really fallen out of favor. We still follow it for news.,2019 State of the Media Survey Respondent,13,Cisions 2019 Global State of the Media Report,As journalists struggle with resource limitations, PR professionals have been and will continue to be a valuable partner In 2018, Cision asked respondents how their relationships with PR professionals had changed over the year, and only 9% said their relationships with PR professionals had gotten more valuable This year the number jumped to 27% Overall, while the journalist-to-PR-professional relationship has improved, there is still plenty of room for more improvement,To cultivate a valuable relationship, it is important for PR professionals to provide trustworthy, relevant and useful content When asked what type,What,Journalists Want,of content they want to receive from brands, 71% of journalists said news announcements and press releases (which has been the top answer for the past four years) Invitations to events and original research reports came in close after that,And for non-branded content, journalists equally trust interviews, industry experts, and newswires (for press release distribution) For more than a century, the press release continues to be a journalistic staple.,said their relationships with,PR professionals had gotten,27% more valuable in 2018.,PR TIP Its still a good idea to prepare and distribute a press release for major news. Dont rely on a press release alone when pitching reporters, but be sure you use a wire service to share important company news.,14,Cisions 2019 Global State of the Media Report,I ask for the news peg and they say, well our product has been around for 40 years. That is not a news peg. Is there new packaging, new uses, new formulation? Something new?,2019 State of the Media Survey Respondent,15,Cisions 2019 Global State of the Media Report,25%,20%,15%,10%,5%,0%,Journalists tend to publish what they consume, and survey results suggest thats not always video Images and useful infographics are journalists preferred visual media PR professionals may not need to spend the extra,resources developing video for their pitches Instead, focus on high-quality, relevant imagery and creative ways to display dataparticularly if you can provide customized visualizations for an outlet,Images,27%,Live streams,Web polls,3%3%,Animated gifs,Quizzes,1%1%,Social media posts,11%,User-generated content,8%,Videos,13%,Infographics,