NEW YORK, July 20, 2015 /PRNewswire/ -- Social media
has quickly emerged as a powerful platform for journalists
gathering news, but traditional media continues to reign supreme as
the most trusted news source. A new Ogilvy PR survey of over
115 reporters, editors and producers reveals earned media was by
far the most influential medium for influencing purchasing
decisions and business outcomes.
"While social media revolutionized the way we communicate, we
must not underestimate the power and credibility that traditional
media relations provides," said Jennifer
Risi, Managing Director, Ogilvy Media Influence and Head of
Media Relations, North America. "The results give a clear
indication of the critical role that public relations – and earned
media in particular – has to play within the integrated marketing
model. With earned media serving as one of the most efficient
and cost effective ways to build trust, organizations are
increasingly using this channel to build brand equity, grow sales
and drive market share."
Some key findings from our survey include:
- 44% of respondents believe that today's campaigns require
traditional, social and paid media.
- Almost half of respondents (47%) view earned media as most
influential medium for driving purchasing decisions and business
outcomes.
- Traditional media [newspapers/wires/magazines] are the most
trusted source of news, followed by influencer-driven news.
Company-driven news ranked as the least influential across the
board.
- Majority of journalists surveyed (65%) agree or strongly agree
that the more the media covers a brand, the more credible the brand
appears. That said, journalists also caution that too much coverage
can be a sign of trouble.
When it comes to news consumption, respondents rely on social
media (35%), traditional newspapers (33%), newswires (12%),
broadcast (11%) and blogs (5%) to keep up with the
headlines.
"Today, the power of earned media for the strategic
communication of a brand's key messages should not be
underestimated – it often lends brands the third-party credibility
and validation today's savvy consumers seek out prior to making
purchasing decisions," added Risi.
For more information about Ogilvy PR please visit
www.ogilvypr.com
About the Survey
The Ogilvy Public Relations Media Influence Group fielded a five
question survey of 118 North American and U.K. based journalists –
across print, broadcast and social media - covering a variety of
topics including national news, business, consumer trends,
technology, entertainment, politics, healthcare and the Hispanic
community. The survey assessed sentiment and focused on
opinions of reporters, editors and producers across a variety of
top-tier media outlets. The survey was conducted by phone and
email by Ogilvy PR team members based in New York, Chicago, Denver, Atlanta, Washington
DC, Los Angeles,
San Francisco, Sacramento, Boston and London in June
2015.
About Ogilvy Public Relations
Ogilvy Public Relations (Ogilvy PR) is a global,
multi-disciplinary communications leader operating in more than 85
offices across six continents. In 2014, for the third consecutive
year, Ogilvy was named Cannes Lions Network of the Year and Most
Effective Agency Network by the Effie Global Effectiveness Index.
Ogilvy was also named Best Digital Consultancy in the World, Most
Creative Agency and Best South-East Agency by the Holmes Report.
Ogilvy PR integrates deeply with all Ogilvy & Mather
disciplines (advertising, direct marketing, activation,
promotional, digital and entertainment) through the proprietary
Ogilvy Fusion™ approach to delivering comprehensive, business
solutions through content creation, community building, and
communications with measurable results. Ogilvy PR is a unit of
Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), and one of the
largest marketing communications companies in the world. For more
information, visit our website at www.ogilvypr.com or follow us on
Twitter at @ogilvypr.
Christine Jackman
212-880-5379
Christine.Jackman@ogilvy.com
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SOURCE Ogilvy Public Relations