Middleberg/SNCR Study on Media in the Wired World

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 info@sncr.org +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