Working journalists are using social media tools habitually — with almost 90 percent saying they use Twitter, Facebook and blogs on a daily basis to follow/monitor news and information, according to a new survey conducted by TEKGROUP International and Western Kentucky University associate professor Ken Payne. Social media users were targeted in the survey in an effort to find out how they are following, sharing, posting and monitoring news on various social media outlets. Results indicate that journalists want corporate communicators to put more information online in an online newsroom, and also underscored the need for companies to have a comprehensive social media news strategy when targeting or influencing key participants in social media. The responding journalists definitely indicated that they want companies to move their information online in what some in the public relations industry call online newsrooms, and they say they prefer to receive story pitches from a company via email alerts, but only 1% would like that info in a text message.
Results were consistent with a study released two months ago by Brunswick Research that indicated that social media is the “most increasingly influential source of information on stories published by business journalists.” The online survey, which measured acceptance, use and expectations of working journalists, had nearly 1,500 responses in three waves from Nov. 15—Dec 31, 2010.
Key findings of the January 2011 Research Report Online Newsroom Survey include:
- 98% of journalists agreed the ability to search news archives within an online newsroom is somewhat important (11%), important (32%) or very important (55%) to their work.
- 94% of working journalists prefer to receive news, information and story pitches from a company via e-mail alerts with phone call (1%) and text message (1%) being the least preferred method of notification.
- 93% of working journalists indicate they believe it is somewhat important (13%), important (30%), or very important (50%) for a company to provide breaking news and information online.
- 77% of survey respondents think it is somewhat important (32%), important (28%), or very important (17%) to access links to a company’s social media sites from within the online newsroom.
- 65% see the ability to receive news via their wireless device as important to their work — an increase of nearly 10% from the 2009 Online Newsroom Survey.
- 95% of journalists think it somewhat important (12%), important (31%), or very important (52%) for a company or organization to have an online newsroom available to the press.
- 99% of journalists say it’s somewhat important (10%), important (33%), or very important (57%) for a company to provide access to news releases within their online newsroom.
- 98% of journalists surveyed said it is somewhat important (8%), important (24%) or very important (66%) to find PR contact information within an online newsroom.