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Presented by Jen McClure & Don Middleberg February 25, 2010
Sponsored in part by
Finding the story Communicators and media professionals alike are seeking
each other out in order to share information and collaborate on great stories
Building relationships Connecting with target audiences, identifying influencers, and
engaging in conversations are as important as ever in maintaining personal relationships
Choosing communication tools Traditional tools are not being abandoned by PR and
journalism professionals, but strategically fused with social media
Primary: To examine the effects of new media and communications developments, social media, and citizen journalism on journalists and the journalism profession
Secondary: To help inform PR professionals as to how they can communicate more efficiently and effectively with journalists, and provide more value to the journalism community
To determine how and why journalists use new media and communications tools and technologies
To determine the frequency of use of and preferences for new media and communications tools and technologies
To assess the perceived impact of new media and communications tools on the way journalists work
To assess the attitudes of journalists towards the impact and value of these new tools and trends on journalism
Online survey conducted between July 2009 – October 2009
Survey conducted by SNCR and Middleberg with assistance by U. Mass Dartmouth
Sample: 341 respondents, resulting in a 95% confidence ratio
Survey panel included respondents from SNCR list, members of the Society of Professional Journalists, Online News Association and other press associations
◦ Millennials are pushing the envelope in terms of adoption and a new attitude toward social media and citizen journalism in the newsroom ◦ Social media tools are going mainstream in the
newsroom ◦ Online media gaining credibility in the eyes of
journalists ◦ There is a more collaborative, interactive form of
journalism beginning to emerge in traditional newsrooms as the result of social media and citizen journalism
48% - LinkedIn 45% - Facebook 24% - MySpace 3% - Friendster More than 30% of respondents do not use any online
social networking tools
This picture made twitpic famous Wow, that is an incredible picture. Amazing pic of historic moment, the way news breaks is truly changing (LOL I bet this guy gets a lot
of followers now) iPhone & Twitter: Good night and good luck to old media… ;-) Nice! Awesome shot. Thank you, iPhone. Someone please tell me how Twitter is pointless again please. ;) yet another use case @tweetbizbook This should be the NYTimes cover tomorrow, even with iPhone resolution, it's the best I've seen so
far. Wow. Send to CNN! Now! Social Media at work. Breaking News revolutionized. Airplane in the Hudson, and Twitter gets the scoop! Amazing. Thank you for posting this.
Was viewed 40,000 times on the Web in the first hour Was picked up by MSNBC 17 minutes after posted on
Twitter “It was the point when traditional media understood
that there was greater value in using Twitter as a news source, rather than a distribution channel or a place to divert eyeballs to their own websites. Traditional media's financial problems have reduced their ability to have feet on the street when news breaks. In Twitter there is a convergence between citizen and traditional journalism.” – Shel Israel, SNCR Senior Fellow
35% quoted bloggers 35% incorporated citizen-generated video 22% cited/quoted podcasters
PR must connect the dots between PR and social media PR professionals who are story tellers and who understand
how to build relationships, collaborate, engage in conversations, understand changing influence patterns, and can communicate with journalists in the channel of their choice will succeed
Personal relationships remain critical – new tools can enhance relationship building
Journalists still prefer old fashioned face-to-face meetings and phone calls over new communications technologies
For more information, contact: Society for New Communications Research http://sncr.org [email protected] +1 (408) 266-9658
Join SNCR at the 6th Annual NewComm Forum April 20-23, 2010 San Mateo, CA www.newcommforum.com Use code NCFSNCR to save $100