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10) 2013 Social Journalism Study: How Journalists View and
Use Social Media and their Relationship with PR
Cision
Why this research is important: This research gives insight into how journalists view and use social
media in regard to public relations. Not only does the survey indicate public relations professionals
were the second most popular opinion for journalists when sourcing a story, but it also found email was
the primary communication channel used. While social media was still not the primary channel of
communication, respondents showed an increasing use of social media over the past year.
Method: An online study was compiled from over 3,000 journalists’ responses from 11 countries: U.S.,
Canada, Australia, France, Germany, UK, Finland, Sweden, Italy, Spain and the Netherlands. Countries
were ranked in relation to media involvement, practice, knowledge, and attitudes.
Key findings:
Email was the dominant communication channel between journalists and PR
professionals.
In the U.S., 82 percent of journalists prefer to be contacted by email, 33 percent prefer
phone and 25 percent prefer social media.
Canadian journalists use social media the most across their professional practices.
Link: http://us.cision.com/thought-leadership/2013-social-journalism/
© 2014 Institute for Public Relations 11
Use Social Media and their Relationship with PR
Cision
Why this research is important: This research gives insight into how journalists view and use social
media in regard to public relations. Not only does the survey indicate public relations professionals
were the second most popular opinion for journalists when sourcing a story, but it also found email was
the primary communication channel used. While social media was still not the primary channel of
communication, respondents showed an increasing use of social media over the past year.
Method: An online study was compiled from over 3,000 journalists’ responses from 11 countries: U.S.,
Canada, Australia, France, Germany, UK, Finland, Sweden, Italy, Spain and the Netherlands. Countries
were ranked in relation to media involvement, practice, knowledge, and attitudes.
Key findings:
Email was the dominant communication channel between journalists and PR
professionals.
In the U.S., 82 percent of journalists prefer to be contacted by email, 33 percent prefer
phone and 25 percent prefer social media.
Canadian journalists use social media the most across their professional practices.
Link: http://us.cision.com/thought-leadership/2013-social-journalism/
© 2014 Institute for Public Relations 11
