Donald Trump has been in office just over a month but has already broken almost every rule in the press relations playbook used by communication advisers, media trainers and PR gurus for decades.
Instead of telling the truth, Trump has lied with such shameless abandon that a whole new lexicon has had to be invented to describe the parallel universe the president lives in. Post-truth has elevated baloney to the level of the possible, alternative facts are wheeled out to disprove demonstrable evidence and fake news is used as an insult against anyone who dares question the president’s policies.
Fact-checking, personalised content, cyber-wars and virtual reality will shape the media world in 2017. These are some of the key predictions from the Journalism, Media and Technology Trends and Predictions 2017 report by the Reuters Institute for the Study of Journalism.
2016 marked the year in which the media itself became news. Post-truth, the Oxford Dictionary’s word of the year, reflects a world where “objective facts have become less influential in shaping public opinion than appeals to emotion.” It also heralded the staggering decline in trust in traditional media.
Here are five takeaways from the Reuters’ report, based on a survey of 143 digital leaders from 24 countries:
HOW JOURNALISTS HAVE BECOME HOOKED ON SOCIAL MEDIA
Almost half of journalists and media professionals say they couldn’t work without social media, yet many believe it has affected their productivity and is undermining traditional journalistic values, a new Cision report finds. The study also finds that the overwhelming majority of reporters prefer to be pitched by email, not phone. No time to read the report? We’ve condensed its main findings for you.
Journalists and media professionals are increasingly turning to social media to publish and promote their work, yet more than half say it has affected their productivity and is undermining traditional journalistic values. These are some of the key findings from Cision’s Global Social Journalism Study 2016, which explores the ways social media affects how journalists and media professionals work and how they communicate with PR professionals.
Most of those surveyed believe social media has ‘fundamentally changed their role as journalists and enables them to be more engaged with their audiences’. Over half of respondents in France and Canada and 48% in the US say they cannot conduct their work without social media, yet the majority of those surveyed don’t agree that social media has made them more productive at work.
Social media and tech giants like Facebook, Google, Apple and Snapchat are moving forcefully into the journalism business by publishing news on their mobile apps. This could be good news for users, who stand to benefit from faster, richer news. Some publishers could also gain extra revenue from more viewers and readers of their products – especially younger ones – on mobile devices.
But there are obvious risks too. With the tech and social media firms hosting the news, publishers will see less traffic and therefore less advertising on their sites. Smaller news producers lacking the resources to produce content for the new platforms could be shut out of the game. There is also the threat that these Silicon Valley mega-firms will move from distributing news to producing it, a move that could crush even the biggest media players.
Since the advent of the Internet just over 20 years ago the journalism industry has been revolutionised by new technologies such as smartphones and tablets. It has been disrupted by the emergence of major new players such as Huffington Post and Buzzfeed. It has been hit by the slump in advertising revenues and the collapse of newspaper readership. And publics used to being broadcasted to on media companies’ terms have now become “the people formerly known as the audience” in Jay Rosen’s memorable phrase.
More than nine in ten journalists prefer to be pitched by email rather than phone and over half rely on social media to write their stories. These are some of the headline conclusions from Cision’s State of the Media Report 2016, which explores journalist practices in the United States and Canada in 2015 and looks at future challenges and trends.
A key difference from previous years is the way journalists prefer to be approached by communication professionals. 93% of journalists said email was the best pitching platform, while 37% considered the phone off limits.
But what makes journalists follow up the pitch? In the US, 54% said they would pursue the pitch if all the details were included, while 13% of journalists only followed it up if they had a personal connection with the PR person. Surprisingly for a profession enamoured by scoops, only 7.5% considered exclusivity as important.
Opinion piece by Clear Europe Managing Director Gareth Harding on why most conferences are so boring and ten ways to make them less torturous.
I hate conferences. Always have. Always will. Maybe it’s because of my fidgety metabolism and intolerance of bullshit-peddling. Or maybe it’s because, champagne and canapés apart, conferences are usually a colossal waste of time and money.
Either way, I highly doubt one of my death-bed regrets will be “I wish I had spent more time away from my loved ones listening to long-winded PowerPoint presentations in stuffy conference rooms.” Read More