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CISION2017年媒体现状报告英文版20页

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866.639.5087
130 E Randolph St., 7th Floor, Chicago, IL 60601
Copyright2017 Cision US Inc. All Rights Reserved.
THE CISION
STATE OF THE MEDIA
REPORT 2017
2Want to learn more about how the Cision Communications Cloud can transform your PR
Visit cision/us/communications-cloud
THE CISION 2017
STATE OF THE MEDIA REPORT
INDEX
Journalists Struggle to Capture and Hold Trust
Facts vs. Feelings in News Stories
How Can Journalists and Publishers Increase Trust
Connecting Journalists with Impactful Story Ideas
What Makes Journalists Pursue a Story
Journalists and Infuencers Rely on PR Professionals
How Can PR Professionals Improve
The Digital and Social Media Migration
Most Valuable Channels for Audience Engagement
Is Social Media a Reliable Source for Information
Video Use on Social Platforms Still Nascent and Potentially Under-Utilized
Using Multimedia, Social and Data Elements to Increase Impact
2017 Media Trends
2017 Media Challenges
The Disruption of Media Business Impacts Journalist Productivity and Performance
About the Cision 2017 State of the Media Report
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Cision State of the Media Report 20173
EXECUTIVE
SUMMARY
Cision’s annual survey of more than 1,550 North
American journalists and infuencers reveals that
while most consumer trust reports indicate that
people have more faith in earned media than paid and
owned, journalists perceive they are now struggling
to maintain the public's trust. Despite being the most
trusted medium, confdence in the media eroded due
to the presidential election and other factors. 2016
was a monumental year for news and the journalists
and infuencers who covered it.
The results of this year’s survey indicate that
journalists, publishers and brand communicators
need to continue to provide relevant, authoritative,
accurate content to the public in order to preserve
and rebuild consumer trust.
Accurate public statements, press releases, brand
images, videos and data enable journalists and
infuencers to tell better stories, deriving facts from
trusted and vetted sources. When communicators
pair compelling messages and format with pitching
best practices and prior knowledge of a writer’s work,
they can drive better and more accurate coverage
and increase earned media opportunities.
Over the past six years, Cision has also tracked the
trends of digital-frst media and the rise of social
media as a journalistic resource. Findings show
that Facebook still dominates as the most valuable
channel for audience engagement, while video use
on social platforms as a whole is still nascent and
potentially under-utilized.
Another 2017 trend shows the market moving away
from sponsored content and native advertising and
towards mobile compatibility, video and image-based
content, social media as a journalistic resource and
infuencer marketing. Journalists want story ideas
from credible industry experts and to gather ideas and
news from services like Help a Reporter Out (HARO),
PR Newswire for Journalists (PRNJ) and ProfNet.
Media challenges show that a combination of lack of
resources and the fast pace of new media is pushing
some writers and publishers out of the industry.
Journalists are being asked to do more and with less
resources, often being forced to make cuts in fact
gathering and investigative journalism. The disruption
of media business impacts journalists productivity
and performance, making the relationships between
brands, trusted newswires,journalists and infuencers
even more vital than ever.
RESPONDENT MEDIA TYPES
MagazineNewspaper Daily (The New York
Times, WSJ)
Individual Blog/PodcastTelevision
Social Media InfuencerGroup Blog/Podcast (Buzzfeed,
Mashable)
Newspaper Non-DailyInternet Video
Radio
22%
18%
12%11%
11%
10%
7%
5%4%
4Want to learn more about how the Cision Communications Cloud can transform your PR
Visit cision/us/communications-cloud
21At a time when 81 percent of senior marketers believe
earned media is more effective than paid media,
communications executives are starting to recognize
the power of earned media to share their brand’s
message and to increase market share in this changing
consumer climate.
Yet journalists and infuencers feel that they are losing
the public’s confdence, now more than ever. Ninety-
one percent of journalists believe that the media is
somewhat or much less trusted than they were three
years ago(click to tweet ).
JOURNALISTS STRUGGLE TO CAPTURE
AND HOLD TRUST
JOURNALISTIC PERCEPTION OF PUBLIC TRUST
Somewhat less
trusted
Stayed the
same
Somewhat
more
Much more
trusted
Much less
trusted
100.00%90.00%80.00%70.00%60.00%50.00%40.00%30.00%20.00%10.00%0.00%
35.10%
This lack of trust aligns with the 2017 Edelman Trust
Barometer, which this year saw the public’s trust in the
media drop to a level matching distrust in government
ofcials.
The fact that corporate brands are more trusted today
than either the government or the media gives them
a unique opportunity to help shore up the media’s
credibility.Executive brand voices hold more of the
public’s trust than the media which is a complete role
reversal from a few years ago.
55.61%
91% feel like they've lost public trust
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