Cision releases 2019 global State of the Media Report

Cision’s 2019 global State of the Media survey says relevance and trust are more important than ever in the media and how journalists choose which stories to write about. The report, the company’s 10th annual, collected responses from 1,999 journalists in 10 countries.

According to the report, the past 12 months have been challenging for the media industry as members of the press contend with personal attacks, accusations of fake news, and the rapid spread of misinformation. It added that social media had been particularly difficult to work with this year, with complex updates to data privacy laws and sudden changes in newsfeed algorithm.

“The constant attacks on the media have had an interesting impact; many people are paying more attention to what journalists do and the value they provide. Reporting the truth is more important than ever.

“The purpose of journal-ism has not changed, but it has evolved, adding that the goal of journalism in 2019 was to provide coverage so informative and so reliable that people around the world were willing to pay for it. Trust has become a business model,” the report said.

Cision’s report also found that 65% of journalists feel the availability of detailed audience metrics have changed the way they evaluate stories, with only 11% reporting no change.

“Facing pressure to drive readership, engagement and revenue, journalists are making data-driven decisions about the content they publish,” the report noted.

In 2019, journalists contend with a diverse set of issues. The top three challenges globally are social networks and influencers, staffing and limited resources, and fake news (22%, 20% and 19%, respectively).

“However, journalists still rely on social media to stay connected to sources and real-time news. Social data is also more important than ever, in helping determine which stories resonated. Journalism’s relationship with social media continues to get more complex,” the report further revealed.

In conclusion, Cision’s 2019 Global State of the Media Report showed it had been a tumultuous year for journalism, and that the trend was not likely to change anytime soon.

“Journalists are contending with fewer resources and a host of challenges, including receiving more PR pitches than ever. However, in spite of—and maybe even because of—theses challenges, there are several signs that trust in the media may be on the rise, for the first time in a long time.

“Journalists and PR professionals all work in the storytelling business, and should work together to be valuable partners for each other given the increasing challenges facing the industry as a whole. Journalists in 2019 want to tell stories that are so informative and so reliable people around the world are willing to pay for them,” the report concluded.


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