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Cision/Newhouse Digitual Influencers Survey -
- Cision/Newhouse Digitual Influencers Survey
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More than 70 percent of online media journalists and other content contributors interact with PR pros through popular social media sites such as Twitter and Facebook, according to a survey of North American online media conducted by Cision and Syracuse University's S.I. Newhouse School of Public Communications.
The survey of more than 1,000 digital influencers confirmed that Twitter and Facebook presences are essential to online journalists – as well as those writers, bloggers, editors, marketing, and PR pros who create online content but do not identify themselves as journalists.
Seventy-three percent of the journalists responding to the survey said they interact with PR professionals on social media, with most of that interaction happening on Twitter, Facebook and LinkedIn. At the same time, 69 percent of other digital influencers reported engaging with PR professionals via those sites, although they also rely significantly more on blogs and other social media platforms such as YouTube, Flickr and Posterous.
“The Cision/Newhouse School survey results document the fact that we've hit a tipping point in marketing and communication, with social media now a key way to communicate with and through the media,” said Heidi Sullivan, Vice President, The survey also found that email remains the top choice by far for journalists fielding press releases from PR professionalsGlobal Media Research, of Cision.
“In the past, public relations generated ‘earned media’ by communicating through a narrow channel – mainstream journalists,” she added. “But in the past five years, social media has transformed earned media into a direct conversation among marketers, media, digital influencers and customers.”
Learn more about the survey, review the complete report or access the related infographics.
About the Survey
In June 2011, Cision and four faculty members of the Public Relations Department at the S.I. Newhouse School of Public Communications at Syracuse University conducted a survey of online media contributors and digital influencers. The goal was to provide a better perspective on how public relations professionals can reach online media contributors, including journalists, via social media, and how social media has changed the way these media contributors work on an everyday basis and consider the credibility of sources.
About Cision
Cision is the leading provider of software, services, and tools to the public relations and marketing industry. Marketing and PR professionals use our products to help manage all aspects of their brands – from identifying key media and influencers to connecting with audiences; monitoring traditional and social media; and analyzing outcomes. Journalists, bloggers, and other influencers use Cision’s tools to research story ideas, track trends, and maintain their public profiles. Cision is present in Europe, North America and Asia, with partners in over 125 countries and is quoted on the Nordic Exchange with revenue of SEK 1.1 billion in 2010. For more information, visit www.cision.com.
About the S.I. Newhouse School of Public Communications
Widely regarded as one of the nation’s top schools of communication, the Newhouse School is engaged in industry partnerships and ongoing academic development that prepare students and faculty to address the issues of today’s rapidly changing media landscape. The Newhouse School embraces virtually every known form of information dissemination — from print and broadcast journalism, to social media and online communication, to advertising and public relations, to photography and film. Faculty members come primarily from the profession and are skilled at teaching and research.
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