The Internet has a voracious appetite for content. News outlets have to feed their website in addition to their traditional format – whether it’ newspaper, magazine, radio or TV. Journalists today are tasked with providing extra content and as the newsroom budget and staffing dwindles they’re turning to PR professionals for content.
The European Digital Journalism Survey 2009 polled over 350 journalists across Europe and discovered that the recession had the biggest impact on journalists and there is an anxiety that their future, in its current form, is not guaranteed. One in three think that their traditional channel may well be taken off the market. For one in five that’s already happened.
Good News For PR
Only a quarter of the journalists polled thought the number of media in total would shrink and nearly half felt that the emerging number of “new media” would create a new media landscape. Over 40% of journalists claim that their dependence on PR-content will increase as a consequence.
Evolution of Digital Media Practices
The thirst for instant news has been stoked by social media sites like Tw itter. We demand instant news and now news publications can simply publish the headline of their news story, followed by a link to the full story. This new system is catching on fast and news outlets are gathering followers on Twitter and feeding out their news.
Increased Workload for Journalists
The result is an increased workload for journalists with over 40% confirming they have to produce more content. This figure rises to over half in France, Sweden and the UK. Almost a third (29%) also declare that they have to now work longer hours.
Time to Change the PR Mindset
Comment on the survey from Professor Dr. Ansgar Zerfass, University of Leipzig:
Journalism in Europe is facing turbulent times – and communication professionals need to be aware of the emerging structures that will change their business as well. The crisis will turn the media landscape upside down.
It is time for a new mindset in public relations: moving from print to video, stimulating stakeholders to produce authentic content, helping the media to survive as trustworthy entities, rather than striving for quick wins.
Comparing this journalism survey with our own research into public relations trends across Europe shows there is still a long way to go.
Many PR professionals and journalists have not understood the new rules of the game.
Whereas more and more journalists offer online videos (48%) and blogs (47%), less than one third of PR professionals (29% resp. 25%) think these platforms are important today.
At the same time, communicators – as well as journalists – lack expertise with online channels.
Mastering Social Media Skills
According to empirical insights, only one out of four PR professionals have digital PR and social media training, says Professor Zerfass. Organisations need to strengthen their efforts – because the digital age is real, here and now.
