Cision Releases 16th Annual State of the Media Report
Cision today launched the sixteenth edition of its annual State of the Media report. The survey, conducted among Swedish and international journalists, aims to provide communicators with a deeper understanding of journalists’ daily lives and their needs, with the goal of improving and streamlining PR efforts.
This year’s report maps out what journalists want – and don’t want – from communicators. A clear conclusion is that newsrooms are happy to receive relevant news via email in the form of press releases, but they do not appreciate receiving irrelevant or poor content. In addition, they prefer to be helped by communicators in connecting with experts/spokespersons. Despite this being a basic requirement, the survey shows that many communicators still find it difficult to live up to.
The report examines how journalists use social media in their work. The result shows that social media has become a natural part of journalists’ daily lives, where they both retrieve information, spread their content and communicate with their target audience.
Another interesting area that the report highlights is journalists’ attitude to artificial intelligence (AI). Four out of ten journalists use generative AI in their profession, which is in line with how Swedes in general use AI. However, it seems that journalists are still experimenting with these tools, as only one in twenty journalists use AI frequently. In addition, only one in ten journalists see AI as a threat to journalism.
“I had expected more journalists to use AI regularly, and that more would see it as a challenge for journalism,” says Magnus Thell, CEO of Cision Sweden. “With the rapid development of AI tools, perhaps more will see it as a bigger challenge in the future. We will follow up and ask the same question again next year.”
State of the Media 2024 provides valuable insights for anyone working with PR and communication and shows how important it is to understand journalists’ reality in order to succeed with their media strategy.
Key Findings Include:
- Journalists prefer receiving relevant news via email.
- Connecting journalists with experts is highly valued.
- Social media is integral to journalists’ workflow.
- AI usage among journalists is still in its early stages.
Oskar Larsson
Head of Marketing, Cision Nordics
+46 8 507 410 41
oskar.larsson@cision.com
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