Read the 2020 State of the Media Report from Cision, a leading global provider of earned media software and services to public relations and marketing communications professionals.
Each year brings new challenges for journalists as the media landscape continues to evolve into an increasingly fluid digital ecosystem of competing platforms and outlets. Add to that a global pandemic that suddenly switched everyone’s beat over to the novel coronavirus, and it has been an exceptional year for journalists — and it’s only April.
36% of journalists considered press releases the most useful brand source
As journalists continue to get inundated with news, it’s crucial PR professionals distribute press releases in ways that will resonate with media. That’s what distribution services like PR Newswire are intended for, as they strive to maintain high standards for press releases, and therefore are a trusted source for media.
COVID-19 changed everything but also highlighted that many things have not changed for the media
● Distrust in the media continues to decrease in the eyes of journalists, but there is still work to be done on this front
● Bias is unavoidable in humans, and journalists are humans; we examine this relationship between bias and reporters (and what it means for PR pros)
● Social media continues to be complicated while the heady promise of AI continues to fade
● PR outreach needs to be more targeted and relevant than ever before to stand out