State of the Media Report 2016: Keeping Up With Transformative Media

The media is ever changing, and it is in the best interest of those trying to reach a large audience to stay on board with the latest insights.

The Cision “State of the Media Report 2016” explores the most current trends by analyzing data from 346 survey respondents regarding how media has changed and what that means for those who are working in communications.  The respondents are media professionals who cover local, regional and national news working at magazines, newspapers, television radio or blogs.

Latest Trends

Social media has been extremely important in terms of how reporters and journalists are receiving content. According to Cision’s state of the media report, 73 percent of reporters use social media to build relationships, 64 percent use it to monitor public opinion, and 52 percent use it to source stories. Communicators need to be up to date with social media in order to make sure that their pitches achieve maximum visibility with reporters.

Multimedia platforms have also come to be of importance. Having your website be one that is also compatible with mobile devices is a step in the right direction. The report says:

“Of all respondents, a plurality (26.6 percent) feel mobile compatibility is the most important media trend. This valuation of mobile compatibility is more than lip service. Nearly 92 percent of respondents indicate their media organization has already adopted a mobile-compatible Web design or is currently working on one.”

An overwhelming 88 percent of reporters now say that being right is more important than being first. With the internet, fact-checking can happen within seconds. It is more important than ever to have correct information when presenting it to reporters. Lastly, 54 percent of reporters pursue a pitched story because of thoroughness. The report suggests that communicators who “think about the who, what, where, when and why questions each journalist likes to address in their stories, and include those dates, times, prices, availability and data in a pitch.”

What Communicators Need to Improve on, According to Reporters

First off, 93 percent of reporters prefer to be pitched by email. The best method to effectively pitch to reporters and journalists, given the findings of this report, is to do thorough research on the reporters and their outlets to tailor pitches that are suited to their coverage and preferences. Make sure to include information backed up by reliable sources from experts.

Much has changed since last year. What hasn’t changed for the most part, is the ongoing reliance that journalists have on communication specialists. The report says: “Two-thirds of respondents report that their reliance on communication professionals has remained unchanged over the past two or three years. While 10.3 percent say they rely on communication professionals more now than before, 17.4 percent say they rely on communication professionals less. The remainder does not work with communication professionals.”

About the blogger: Rachel Isaacson

Rachel Isaacson is a CCMC fellow and studies political economics at Antioch College in Ohio. She is driven towards political advocacy and effecting policy to make a change in her communities and believes in the importance of effective communications in politics.