Reporters, Editors Still Rely on ‘Old Media’ (Study)

Is “old media” dead? Call off the funeral arrangements, according to a survey of more than 200 reporters and editors by Oglivy Public Relations.

Is “old media” dead? Call off the funeral arrangements, according to a survey of more than 200 reporters and editors by Oglivy Public Relations.

Oglivy PR found that while 54 percent of respondents agreed that new platforms such as social media were growing in importance for managing newsrooms, 72 percent still believe that traditional media outlets are the most trusted news sources.

Other findings by Oglivy PR included:

  • 52 percent of respondents believe that the more a brand is covered by traditional media channels, the more credible that brand appears to its key stakeholders.
  • Social media was the most influential in the Asia-Pacific region, at 38 percent, while traditional media dominated North America and EMEA (Europe, the Middle East and Africa), at 74 percent.
  • Earned media was a leading channel for driving influence, at 37 percent of respondents, while social media was cited by 28 percent.
  • 40 percent of journalists feel that in order to succeed in today’s media landscape, they must have influence across multiple platforms.

Ogilvy Media Influence managing director and head of media relations Jennifer Risi said in a release revealing the survey results:

Our survey showed how the emergence of new platforms is the biggest trend effecting newsrooms, as consumers are increasingly reading news on applications and social media platforms. The source of a news story still matters, especially in North America and EMEA, where traditional media outlets remain the most trusted. It will be key for PR professionals to adapt to new platforms (such as Snapchat) and find new ways to reach consumers in the places where they live and work.

Social media has gone from being a channel that distributes the news to one that informs it, with 50 percent of surveyed journalists saying that they use social media as a source for the stories they will cover. However, we also found that stories covered in traditional media outlets were seen as more influential, underlining the importance of traditional media relations for making brands matter.

Readers: Did any of the findings by Oglivy PR surprise you?

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