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The state of journalism in 2011
Oriella PR Network Digital Journalism Study
Digital Journalism Study 2011


                                                                       their publication would be taken off the market
                   Executive summary
                                                                       (no timescales were specified). In 2010, this
                                                                       figure had risen to 53 percent. However, in
                   The Oriella Digital Journalism study is an
                                                                       2011 just 21 percent believed closure was likely
                   annual survey of journalists worldwide carried
                                                                       – a significant fall compared with the previous
                   out by the Oriella PR Network, a leading
                                                                       year.
                   global alliance of independent technology
                   PR agencies. This year is the fourth year the
                                                                       Only in Spain did a significant majority of
                   study has been carried out and it is based on
                                                                       journalists still fear for the future of their
                   responses from almost 500 journalists from
                                                                       publications – perhaps a reflection of the
                   broadcast, national, trade and consumer titles
                                                                       continuing economic difficulties the country is
                   in 15 countries.
                                                                       experiencing.
                   Key headline trends from the study:
                                                                       One might deduce that the growing optimism
                                                                       is related to an increase in audience numbers.
                       The slump in advertising revenues is            In 2010, 41 percent of the journalists surveyed
                       slowing. This year, barely 20 percent of        said they expected their audiences to decline.
                       the journalists surveyed expected their         This year, the figure was reduced to just nine
                       publications to see a fall in revenue. In       percent.
                       2010, however, 62 percent said this was
                       the case, and in 2009 the figure was 66
                                                                         Figure 1. How have your advertising revenues
                       per cent. Though it is perhaps too early          changed over the past year?
                       to talk of resurgence in the media, the
                       picture is certainly a good deal less bleak        Increased by
                       than it was a year ago. The proliferation of      more than 10%

                       digital channels is playing an increasingly     Increased by 10%

                       important role.
                                                                              No change


                       Those polled say that the popularity of            Declined up to
                                                                                   10%
                       online media is gradually eclipsing that          Declined more
                       of ‘offline’ publications. This year, the              than 10%

                       proportion of respondents who agreed their
                       offline print or broadcast outlet had the
                       biggest audience fell to 50 percent for the      source: Digital Journalism Study 2011 - Oriella PR Network


                       first time. This development has significant
                       implications for how brands communicate –       Perhaps as a consequence of returning
                       both in terms of the content they produce,      audiences, the business outlook for the media
                       and the ways in which they communicate          represented in the study is also improving. In
                       their messages to journalists.                  2009, with the slowdown at its nadir, more
                                                                       than half of the journalists surveyed expected
                       Social media are permeating the                 revenues at their titles to decline by more than
                       newsroom. Increasingly journalists are          20 percent. In 2010, the proportion had fallen
                       using digital channels such as blogs and        to 40 percent – still a troubling figure. This year,
                       Twitter to source and verify story leads.       just eight percent of respondents expected such
                       While traditional PR channels, such as          a substantial fall in revenues.
                       briefings and press releases, remain highly
                       valued, the study highlights the increasing     Figures from the advertising industry support
                       emphasis ‘print’ journalists place on digital   this view. According to ZenithOptimedia1,
                       communications.                                 advertising spend during 2011 is expected
                                                                       to grow by almost six percent globally during
                                                                       2011 – driven to some extent by the improved
                   Has the dust finally settled?                       economic outlook in Western Europe and the
                                                                       USA
                    The past two years have not been kind to the
                    media in many parts of the globe. Important
                    titles have dropped their print editions to move
                    online, or closed down altogether, as publishers
                    have sought to reduce their overheads in the       1ZenithOptimedia Ad Spend Forecast, April 2011,
                    face of falling advertising revenues. In 2009,     http://www.zenithoptimedia.com/files/media/image/news/
                    32 percent of the journalists surveyed believed    Press%20Release%20files/2011/April/Adspend%20fore-
www.oriellaprnetwork.com                                               casts%20April%202011.pdf
Digital Journalism Study 2011


                                                                                                    of new online content has remained largely
                      Figure 2. How has your audience changed over
                      the past year?
                                                                                                    unchanged since last year might indicate that
                                                                                                    publishers believe they have struck the right
                       Increased by
                                                                                                    balance between offline and online formats,
                      more than 10%                                                                 and are now looking to maximise the potential
                   Increased by 10%                                                                 audiences for both.
                            No change
                                                                                                    ZenithOptimedia’s projections predict that digital
                       Declined up to                                                               will eclipse print in terms of advertising revenues
                                10%
                                                                                                    by 2013. With print media experiencing a slow
                      Declined more
                            than 10%                                                                but steady decline, Internet advertising spend
                                                                                                    is meanwhile growing an average of 14 percent
                                                                                                    a year. It will be interesting to see how the
                    source: Digital Journalism Study 2011 - Oriella PR Network                      shifting sands of the advertising markets play
                                                                                                    out in terms of output and resourcing of editorial
                   Is Digital Eclipsing Print?                                                      teams over the next few years.

                   One of the key objectives of the Oriella Digital                                 The Newsroom Goes Social
                   Journalism Study is to chart the growing impact
                   of digital channels on ‘traditional’ print and                                   Given many publications’ gradual shift from print
                   broadcast media formats. Each year, journalists                                  to online output, we asked, for the first time this
                   are asked to say where their publication has the                                 year, how widely digital and social media are
                   largest audience, and give an indication of how                                  used within newsrooms themselves. Journalists
                   much of their online content is new – in other                                   were asked about the extent to which they use
                   words, not a re-publication of an offline story.                                 social media both for sourcing new leads, and
                                                                                                    verifying stories journalists are already working
                   In terms of content, just under half of the                                      on.
                   journalists surveyed (46 percent) said more
                   than 60 percent of their online output was                                       When it comes to sourcing new story angles,
                   new (i.e. not repurposed from existing offline                                   almost half (47 percent) of respondents said
                   content) – broadly in line with 2010, but a                                      they used Twitter, and a third (35 percent)
                   substantial increase compared with the first                                     used Facebook. Blogs were also highlighted
                   Digital Journalism Study in 2008, when the                                       as a key element of the sourcing process, with
                   figure was 36 percent. The figures demonstrate                                   30% saying they used blogs they were already
                   a clear shift of journalistic resources towards                                  familiar with. More interesting still, forty-two
                   online channels. The fact that the proportion                                    percent of respondents drew on posts from
                                                                                                    blogs they had not visited before.
                     Figure 3. Approximately how much of your online
                     content is new (ie not repetition of existing offline
                     content)?                                                                        Figure 4. Please select which of the following you
                                                                                                      use when SOURCING new story leads?
                                                                                 100% (we only
                                                                                 publish online)                                                                  Sourcing new story leads
                      50%                                                                                              Facebook
                                                                                 81-100%                                                                          Verifying stories already
                                                                                                                                                                  being worked on
                      45%                                                        61-81%                                   Twitter

                                                                                                                         LinkedIn
                      40%
                                                                                                         Blog posts from bloggers
                                                                                                                you already know
                      35%
                                                                                                        Other social media sites
                      30%                                                                                   Posts from bloggers
                                                                                                                 you don’t know
                                                                                                   Comment/announcements from
                      25%                                                                               corporate spokespeople

                      20%                                                                                           PR agencies
                                                                                                              Conversations with
                      15%                                                                                       industry insiders
                                                                                                                           Other
                      10%

                       5%
                                                                                                     source: Digital Journalism Study 2011 - Oriella PR Network
                       0%
                                  2011                2010               2009       2008


                    source: Digital Journalism Study 2011 - Oriella PR Network




www.oriellaprnetwork.com
Digital Journalism Study 2011

                                                                                                    the first time, more than half of the journalists
                   Lies, damn lies, and Twitter?                                                    surveyed said their publications had a Twitter
                                                                                                    feed (55 percent) and journalist-authored blogs
                   That is not to say, however, that ‘conventional’                                 (54 percent). Video, too, reached a high with
                   PR vehicles are losing their appeal. Nearly two                                  almost half of respondents (48 percent) saying
                   thirds (62 percent) said they sourced stories                                    their titles published video online.
                   from PR agencies, with 59 percent citing
                   corporate spokespeople as sources.
                                                                                                         Figure 6. Which of the following formats do you
                                                                                                         offer online?
                   When it comes to validating existing stories,
                   use of social and digital media was lower, but                                      Online TV/
                                                                                                       Video clips
                   nonetheless significant. A third of journalists                                  Blog (journalist
                                                                                                          authored)

                   used Twitter to verify their stories, while a                                       Blog (public
                                                                                                          authored)
                   quarter used Facebook and blogs. However,                                                Audio
                                                                                                         podcasts
                   use of ‘official’ channels such as press officers                                        Video
                                                                                                         podcasts
                   and PR agencies is far higher. Sixty-one                                             Community/
                                                                                                   discussion board
                   percent of respondents said they used PR                                                Twitter
                                                                                                         channels
                   agencies for verification, and 57 percent turned                                    Mobile App

                   to corporate spokespeople.                                                              Widget



                   While the survey did not explicitly ask whether
                   journalists actually cited these sources in                                        source: Digital Journalism Study 2011 - Oriella PR Network

                   their copy or merely referred to them for
                   fact-checking, we can nonetheless conclude                                       The survey also charted how many publications
                   that social media are playing an increasingly                                    no longer have any kind of social media content
                   vital role in news-gathering. Nonetheless, if                                    at all in their output. In the inaugural Digital
                   a journalist needs to check a fact or verify a                                   Journalism Study (published 2008), a quarter
                   story, brands and their agencies remain the                                      of respondents said their publications featured
                   first ports-of-call. For their part, brands need to                              neither blogs, podcasts, discussion boards or
                   be cognizant of, and cater for, the wide range                                   other interactive assets. In 2010 the proportion
                   of content requirements journalists have. In                                     fell to an eighth, and has stayed at that level
                   particular, we believe brands need to build                                      this year. It remains to be seen whether the
                   credible, responsive social media identities if                                  penetration of social media into publications’
                   they are to stand out from the crowd.                                            outputs has reached a plateau, or whether it will
                     Figure 5. Which of the following would be your first
                                                                                                    inexorably continue, in line with the migration of
                     port of call when researching a news or feature                                audiences and advertising revenues from print
                     story?                                                                         to online.

                             Press release in-tray
                                                                                                    This proliferation of channels for journalistic
                                 Third-party blogs
                                                                                                    output has inevitably increased the pressure
                                  Corporate blogs                                                   on reporters. Almost half (45 percent) are
                                       Interviews with
                             corporate spokespeople
                        (face to face, phone or email)
                                                                                                    expected to produce more content, and a third
                                      PR agencies                                                   (34 percent) work longer hours. Respondents
                       Twitter/Facebook/Linkedin
                                                                                                    were equivocal on the benefits these new
                                Other media sites
                                                                                                    channels have brought to the quality of their
                                                                                                    publications’ output. Less than half (47 percent)
                      Official Government souces
                                                                                                    said the quality of their title’s journalism has
                                                                                                    improved over the past two years, and a third
                                           Analysts

                              Corporate websites

                                      Video site
                                                                                                    (31 percent) were undecided – figures that
                           (e.g. YouTube, Vimeo)
                                                                                                    were broadly in line with 2010’s study (when
                                              Other
                                                                                                    the proportions were 46 percent and 32 percent
                                                         0%   5%   10%    15%    20%   25%   30%
                                                                                                    respectively).

                    source: Digital Journalism Study 2011 - Oriella PR Network                      On a more positive note, this year’s survey did
                                                                                                    capture a marked improvement in journalists’
                                                                                                    overall job satisfaction. Forty-four percent
                   Social Shapes Output                                                             of the respondents said they enjoyed their
                                                                                                    job more, compared with 34 percent in 2010
                   Publications’ own social media output has hit
                                                                                                    and just 27 percent in 2009. We assume that
                   its highest levels since the study began. For
www.oriellaprnetwork.com
Digital Journalism Study 2011

                   publications’ improved balance sheets, and                key journalists perceive them as trusted,
                   the increasing effectiveness of their online              influential sources.
                   strategies, is gradually improving the lot of the
                   journalist. Today’s reporters are busier than             Transparency is vital – while journalists are
                   ever, work in real-time and operate across more           happy to make use of a widening range of
                   platforms than ever before. Brands are well               PR-generated content assets, they need to
                   advised to pay heed to the changing world of              be transparent about both its provenance
                   journalism in all of the countries they operate           and its veracity. Companies must make sure
                   in, and adapt their communications strategies             materials are branded clearly. Additionally,
                   accordingly.                                              the source and methodologies behind any
                                                                             statistics cited must be made clear.
                   The impact on the job                                     The story remains key – the proliferation of
                       PR is best suited to ‘own’ digital                    channels makes a single, clear storyline,
                       media – while the outcomes of digital                 communicated effectively in text, video and
                       communications campaigns often support                images more important than ever. Brands
                       marketing objectives, the study shows that            must ensure their message does not get lost
                       brands can no longer afford to manage                 in its delivery.
                       digital communications for marketing and
                       corporate communications in separate                  Be ready to be sucked into conversations
                       silos. If one function should have overall            you don’t ‘own’ – all it takes is an isolated
                       ownership of a digital communications, it is          tweet on a topic that is trending to bring
                       corporate comms.                                      a brand into a story it may have no wish
                                                                             to be a part of. Effective monitoring
                       Social media are becoming a key barometer             and containment strategies are vital
                       of influence – journalists are using platforms        for communicators to protect corporate
                       such as blogs and Twitter not only for their          reputations.
                       research, but also for publication. Brands
                       wishing to stand out from the crowd must
                       ensure they communicate their stories and
                       messages effectively to their own digital
                       followings, as well as complementing
                       conventional written collateral with
                       infographics, videos and opinion-led content
                       which journalists can re-publish. Savvy
                       brands will adopt digital tactics that help



                     With special thanks to
                     Sam Kane, Brands2Life
                     Robin Grainger, Brands2Life
                     And all the partners and journalists who participated in the study


                     About the Oriella PR Network
                                     The Oriella PR Network is an alliance of 15 communications agencies in 20 coun-
                                     tries around the world. Our partnership of independent agencies was built upon a
                                     set of global best practices and close working relationships not offered by others
                                     of its kind. The network was founded by Brands2Life and Horn Group with the
                                     support of agencies around the world with whom they have worked successfully on
                           client projects - in some cases for many years. Oriella partners exist in major and second-
                           ary markets throughout The Americas, Europe, Middle-East and Africa and Asia/Pacific.


                     The Digital Journalism Study was compiled in March and April 2011, using an online survey of
                     477 journalists from broadcast, national, regional and trade media across Brazil, Eastern Eu-
                     rope, France, Germany, Italy, Spain, Sweden, The Netherlands, The UK and The US.


www.oriellaprnetwork.com
Digital Journalism Study 2011

                  Contact details

                  UK                                 Italy
                  Brands2Life                        Noesis
                  Giles Fraser                       Giovanna Pandini
                  +44 207 592 1200                   +39 02 8310511
                  giles.fraser@brands2life.com       giovanna.pandini@noesis.net

                  US                                 Spain
                  The Horn Group                     Canela PR
                  Shannon Latta                      Deborah Gray
                  +1 415 905 4030                    +34 932 690 993
                  slatta@horngroup.com               dgray@canelapr.com

                  Belgium / The Netherlands          Sweden
                  LVT PR                             Westmark Information
                  Charly Lammers van Toorenburg      Mikael Westmark
                  +31 (0) 30 656 5070                +46 8 522 378 00
                  charly@lvtpr.nl                    mikael@westmark.se

                  Brazil
                  Vianews
                  Pedro Cadina
                  +55 (11) 3865 9990
                  pedro.cadina@vianews.com.br

                  China
                  Rice Communications
                  Sonya Madeira Stamp
                  +65 6221 8729
                  sonya.madeira@ricecomms.com

                  France
                  Ballou PR
                  Anouk Jacob
                  +33 (0)1 42 22 24 10
                  anouk@balloupr.com

                  Clipping TU
                  Jean-Louis Aubert
                  +33 (0)1 44 59 69 00
                  jean-louis@clipping-tu.com

                  Germany
                  Fink & Fuchs Public Relations AG
                  Katja Rodenhäuser
                  +49 (0) 611 741 3159
                  katja.rodenhauser@ffpr.de

                  PR-Com
                  Alain Blaes
                  +49 (0)895 999 7700
                  alain.blaes@pr-com.de




www.oriellaprnetwork.com

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The state of journalism in 2011

  • 1. The state of journalism in 2011 Oriella PR Network Digital Journalism Study
  • 2. Digital Journalism Study 2011 their publication would be taken off the market Executive summary (no timescales were specified). In 2010, this figure had risen to 53 percent. However, in The Oriella Digital Journalism study is an 2011 just 21 percent believed closure was likely annual survey of journalists worldwide carried – a significant fall compared with the previous out by the Oriella PR Network, a leading year. global alliance of independent technology PR agencies. This year is the fourth year the Only in Spain did a significant majority of study has been carried out and it is based on journalists still fear for the future of their responses from almost 500 journalists from publications – perhaps a reflection of the broadcast, national, trade and consumer titles continuing economic difficulties the country is in 15 countries. experiencing. Key headline trends from the study: One might deduce that the growing optimism is related to an increase in audience numbers. The slump in advertising revenues is In 2010, 41 percent of the journalists surveyed slowing. This year, barely 20 percent of said they expected their audiences to decline. the journalists surveyed expected their This year, the figure was reduced to just nine publications to see a fall in revenue. In percent. 2010, however, 62 percent said this was the case, and in 2009 the figure was 66 Figure 1. How have your advertising revenues per cent. Though it is perhaps too early changed over the past year? to talk of resurgence in the media, the picture is certainly a good deal less bleak Increased by than it was a year ago. The proliferation of more than 10% digital channels is playing an increasingly Increased by 10% important role. No change Those polled say that the popularity of Declined up to 10% online media is gradually eclipsing that Declined more of ‘offline’ publications. This year, the than 10% proportion of respondents who agreed their offline print or broadcast outlet had the biggest audience fell to 50 percent for the source: Digital Journalism Study 2011 - Oriella PR Network first time. This development has significant implications for how brands communicate – Perhaps as a consequence of returning both in terms of the content they produce, audiences, the business outlook for the media and the ways in which they communicate represented in the study is also improving. In their messages to journalists. 2009, with the slowdown at its nadir, more than half of the journalists surveyed expected Social media are permeating the revenues at their titles to decline by more than newsroom. Increasingly journalists are 20 percent. In 2010, the proportion had fallen using digital channels such as blogs and to 40 percent – still a troubling figure. This year, Twitter to source and verify story leads. just eight percent of respondents expected such While traditional PR channels, such as a substantial fall in revenues. briefings and press releases, remain highly valued, the study highlights the increasing Figures from the advertising industry support emphasis ‘print’ journalists place on digital this view. According to ZenithOptimedia1, communications. advertising spend during 2011 is expected to grow by almost six percent globally during 2011 – driven to some extent by the improved Has the dust finally settled? economic outlook in Western Europe and the USA The past two years have not been kind to the media in many parts of the globe. Important titles have dropped their print editions to move online, or closed down altogether, as publishers have sought to reduce their overheads in the 1ZenithOptimedia Ad Spend Forecast, April 2011, face of falling advertising revenues. In 2009, http://www.zenithoptimedia.com/files/media/image/news/ 32 percent of the journalists surveyed believed Press%20Release%20files/2011/April/Adspend%20fore- www.oriellaprnetwork.com casts%20April%202011.pdf
  • 3. Digital Journalism Study 2011 of new online content has remained largely Figure 2. How has your audience changed over the past year? unchanged since last year might indicate that publishers believe they have struck the right Increased by balance between offline and online formats, more than 10% and are now looking to maximise the potential Increased by 10% audiences for both. No change ZenithOptimedia’s projections predict that digital Declined up to will eclipse print in terms of advertising revenues 10% by 2013. With print media experiencing a slow Declined more than 10% but steady decline, Internet advertising spend is meanwhile growing an average of 14 percent a year. It will be interesting to see how the source: Digital Journalism Study 2011 - Oriella PR Network shifting sands of the advertising markets play out in terms of output and resourcing of editorial Is Digital Eclipsing Print? teams over the next few years. One of the key objectives of the Oriella Digital The Newsroom Goes Social Journalism Study is to chart the growing impact of digital channels on ‘traditional’ print and Given many publications’ gradual shift from print broadcast media formats. Each year, journalists to online output, we asked, for the first time this are asked to say where their publication has the year, how widely digital and social media are largest audience, and give an indication of how used within newsrooms themselves. Journalists much of their online content is new – in other were asked about the extent to which they use words, not a re-publication of an offline story. social media both for sourcing new leads, and verifying stories journalists are already working In terms of content, just under half of the on. journalists surveyed (46 percent) said more than 60 percent of their online output was When it comes to sourcing new story angles, new (i.e. not repurposed from existing offline almost half (47 percent) of respondents said content) – broadly in line with 2010, but a they used Twitter, and a third (35 percent) substantial increase compared with the first used Facebook. Blogs were also highlighted Digital Journalism Study in 2008, when the as a key element of the sourcing process, with figure was 36 percent. The figures demonstrate 30% saying they used blogs they were already a clear shift of journalistic resources towards familiar with. More interesting still, forty-two online channels. The fact that the proportion percent of respondents drew on posts from blogs they had not visited before. Figure 3. Approximately how much of your online content is new (ie not repetition of existing offline content)? Figure 4. Please select which of the following you use when SOURCING new story leads? 100% (we only publish online) Sourcing new story leads 50% Facebook 81-100% Verifying stories already being worked on 45% 61-81% Twitter LinkedIn 40% Blog posts from bloggers you already know 35% Other social media sites 30% Posts from bloggers you don’t know Comment/announcements from 25% corporate spokespeople 20% PR agencies Conversations with 15% industry insiders Other 10% 5% source: Digital Journalism Study 2011 - Oriella PR Network 0% 2011 2010 2009 2008 source: Digital Journalism Study 2011 - Oriella PR Network www.oriellaprnetwork.com
  • 4. Digital Journalism Study 2011 the first time, more than half of the journalists Lies, damn lies, and Twitter? surveyed said their publications had a Twitter feed (55 percent) and journalist-authored blogs That is not to say, however, that ‘conventional’ (54 percent). Video, too, reached a high with PR vehicles are losing their appeal. Nearly two almost half of respondents (48 percent) saying thirds (62 percent) said they sourced stories their titles published video online. from PR agencies, with 59 percent citing corporate spokespeople as sources. Figure 6. Which of the following formats do you offer online? When it comes to validating existing stories, use of social and digital media was lower, but Online TV/ Video clips nonetheless significant. A third of journalists Blog (journalist authored) used Twitter to verify their stories, while a Blog (public authored) quarter used Facebook and blogs. However, Audio podcasts use of ‘official’ channels such as press officers Video podcasts and PR agencies is far higher. Sixty-one Community/ discussion board percent of respondents said they used PR Twitter channels agencies for verification, and 57 percent turned Mobile App to corporate spokespeople. Widget While the survey did not explicitly ask whether journalists actually cited these sources in source: Digital Journalism Study 2011 - Oriella PR Network their copy or merely referred to them for fact-checking, we can nonetheless conclude The survey also charted how many publications that social media are playing an increasingly no longer have any kind of social media content vital role in news-gathering. Nonetheless, if at all in their output. In the inaugural Digital a journalist needs to check a fact or verify a Journalism Study (published 2008), a quarter story, brands and their agencies remain the of respondents said their publications featured first ports-of-call. For their part, brands need to neither blogs, podcasts, discussion boards or be cognizant of, and cater for, the wide range other interactive assets. In 2010 the proportion of content requirements journalists have. In fell to an eighth, and has stayed at that level particular, we believe brands need to build this year. It remains to be seen whether the credible, responsive social media identities if penetration of social media into publications’ they are to stand out from the crowd. outputs has reached a plateau, or whether it will Figure 5. Which of the following would be your first inexorably continue, in line with the migration of port of call when researching a news or feature audiences and advertising revenues from print story? to online. Press release in-tray This proliferation of channels for journalistic Third-party blogs output has inevitably increased the pressure Corporate blogs on reporters. Almost half (45 percent) are Interviews with corporate spokespeople (face to face, phone or email) expected to produce more content, and a third PR agencies (34 percent) work longer hours. Respondents Twitter/Facebook/Linkedin were equivocal on the benefits these new Other media sites channels have brought to the quality of their publications’ output. Less than half (47 percent) Official Government souces said the quality of their title’s journalism has improved over the past two years, and a third Analysts Corporate websites Video site (31 percent) were undecided – figures that (e.g. YouTube, Vimeo) were broadly in line with 2010’s study (when Other the proportions were 46 percent and 32 percent 0% 5% 10% 15% 20% 25% 30% respectively). source: Digital Journalism Study 2011 - Oriella PR Network On a more positive note, this year’s survey did capture a marked improvement in journalists’ overall job satisfaction. Forty-four percent Social Shapes Output of the respondents said they enjoyed their job more, compared with 34 percent in 2010 Publications’ own social media output has hit and just 27 percent in 2009. We assume that its highest levels since the study began. For www.oriellaprnetwork.com
  • 5. Digital Journalism Study 2011 publications’ improved balance sheets, and key journalists perceive them as trusted, the increasing effectiveness of their online influential sources. strategies, is gradually improving the lot of the journalist. Today’s reporters are busier than Transparency is vital – while journalists are ever, work in real-time and operate across more happy to make use of a widening range of platforms than ever before. Brands are well PR-generated content assets, they need to advised to pay heed to the changing world of be transparent about both its provenance journalism in all of the countries they operate and its veracity. Companies must make sure in, and adapt their communications strategies materials are branded clearly. Additionally, accordingly. the source and methodologies behind any statistics cited must be made clear. The impact on the job The story remains key – the proliferation of PR is best suited to ‘own’ digital channels makes a single, clear storyline, media – while the outcomes of digital communicated effectively in text, video and communications campaigns often support images more important than ever. Brands marketing objectives, the study shows that must ensure their message does not get lost brands can no longer afford to manage in its delivery. digital communications for marketing and corporate communications in separate Be ready to be sucked into conversations silos. If one function should have overall you don’t ‘own’ – all it takes is an isolated ownership of a digital communications, it is tweet on a topic that is trending to bring corporate comms. a brand into a story it may have no wish to be a part of. Effective monitoring Social media are becoming a key barometer and containment strategies are vital of influence – journalists are using platforms for communicators to protect corporate such as blogs and Twitter not only for their reputations. research, but also for publication. Brands wishing to stand out from the crowd must ensure they communicate their stories and messages effectively to their own digital followings, as well as complementing conventional written collateral with infographics, videos and opinion-led content which journalists can re-publish. Savvy brands will adopt digital tactics that help With special thanks to Sam Kane, Brands2Life Robin Grainger, Brands2Life And all the partners and journalists who participated in the study About the Oriella PR Network The Oriella PR Network is an alliance of 15 communications agencies in 20 coun- tries around the world. Our partnership of independent agencies was built upon a set of global best practices and close working relationships not offered by others of its kind. The network was founded by Brands2Life and Horn Group with the support of agencies around the world with whom they have worked successfully on client projects - in some cases for many years. Oriella partners exist in major and second- ary markets throughout The Americas, Europe, Middle-East and Africa and Asia/Pacific. The Digital Journalism Study was compiled in March and April 2011, using an online survey of 477 journalists from broadcast, national, regional and trade media across Brazil, Eastern Eu- rope, France, Germany, Italy, Spain, Sweden, The Netherlands, The UK and The US. www.oriellaprnetwork.com
  • 6. Digital Journalism Study 2011 Contact details UK Italy Brands2Life Noesis Giles Fraser Giovanna Pandini +44 207 592 1200 +39 02 8310511 giles.fraser@brands2life.com giovanna.pandini@noesis.net US Spain The Horn Group Canela PR Shannon Latta Deborah Gray +1 415 905 4030 +34 932 690 993 slatta@horngroup.com dgray@canelapr.com Belgium / The Netherlands Sweden LVT PR Westmark Information Charly Lammers van Toorenburg Mikael Westmark +31 (0) 30 656 5070 +46 8 522 378 00 charly@lvtpr.nl mikael@westmark.se Brazil Vianews Pedro Cadina +55 (11) 3865 9990 pedro.cadina@vianews.com.br China Rice Communications Sonya Madeira Stamp +65 6221 8729 sonya.madeira@ricecomms.com France Ballou PR Anouk Jacob +33 (0)1 42 22 24 10 anouk@balloupr.com Clipping TU Jean-Louis Aubert +33 (0)1 44 59 69 00 jean-louis@clipping-tu.com Germany Fink & Fuchs Public Relations AG Katja Rodenhäuser +49 (0) 611 741 3159 katja.rodenhauser@ffpr.de PR-Com Alain Blaes +49 (0)895 999 7700 alain.blaes@pr-com.de www.oriellaprnetwork.com