NEW YORK, Aug. 3, 2016 /PRNewswire/ -- Survey findings
released today from Ogilvy Media Influence's first-ever global
survey of over 200 reporters and editors found that 72 percent of
respondents agree that traditional media outlets are the most
trusted news sources. Carried out by Ogilvy Media Influence team
members in 23 offices across North
America, APAC and EMEA, the survey uncovered the growing
importance of new platforms [54%] in managing newsrooms today.
"Our survey showed how the emergence of new platforms is the
biggest trend effecting newsrooms, as consumers are increasingly
reading news on apps, and social media platforms," said
Jennifer Risi, Managing Director,
Ogilvy Media Influence and Head of Media Relations. "The
source of a news story still matters, especially in North America and EMEA, where traditional
media outlets remain the most trusted. It will be key for PR
professionals to adapt to new platforms (such as Snapchat) and find
new ways to reach consumers in the places where they live and
work."
Our 2016 global survey also found that nearly three quarters of
journalists highlighted traditional media channels as the most
trusted over paid, direct-to-consumer and social channels.
The survey found that the more a brand is covered by traditional
media channels, the more credible the brand appears to its key
stakeholders [52%].
Additional Findings
- Social media is the most influential in APAC [38%] with
traditional media reigning supreme in North America and EMEA [74%]
- Earned media [37%] is a leading channel for driving influence;
Social media is hot on the heels of traditional media [28%]
- A majority of journalists [40%] agree that in order to be a
successful journalist in today's media landscape, journalists
should have influence across multiple platforms
"Social media has gone from being a channel that distributes the
news, to one that informs it, with 50% of surveyed journalists
saying that they use social media as a source for the stories they
will cover. However, we also found that stories covered in
traditional media outlets were seen as more influential,
underlining the importance of traditional media relations for
making brands matter," said Risi.
For more information please visit
https://www.ogilvypr.com/ogilvy-media-influence/
About the Survey
The Ogilvy Media Influence team
fielded a seven question survey of over 200 media outlets across
North America, EMEA and
Asia Pacific. The survey assessed
sentiment and focused on the opinions of reporters, editors and
producers covering a variety of topics including national news,
business and financial news as well as consumer trends, technology,
entertainment, politics, healthcare and the Hispanic
community. The survey was conducted by phone and email by
Ogilvy Media Influence team members based in 23 offices across the
globe in June 2016.
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.
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SOURCE Ogilvy Public Relations