A recent study conducted by Cision and Don Bates of The George Washington University’s Master’s Degree Program in Strategic Public Relations found that a majority of reporters and editors turn to social media when conducting research for their stories:
Among the journalists surveyed, 89% said they turn to blogs for story research, 65% to social media sites such as Facebook and LinkedIn, and 52% to microblogging services such as Twitter. The survey also found that 61% use Wikipedia, the popular online encyclopedia.
The study also found that the reporters and editors using social media outlets for their research understood the need to verify all of the information that they find.
Eighty-four percent said social media sources were “slightly less” or “much less” reliable than traditional media, with 49% saying social media suffers from “lack of fact checking, verification and reporting standards.
To verify the information found through social media outlets and sources, journalists are turning to public relations professionals. PR professionals can provide verification of the information as well as access to additional information and experts. From the article:
Editors and reporters surveyed said they depend on PR professionals for “interviews and access to sources and experts” (44%), “answers to questions and targeted information” (23%), and “perspective, information in context, and background information” (17%).
As journalists using social media outlets turn to PR professionals for verification and context, PR professionals should establish themselves as resources by building relationships with local reporters. This requires public relations staff to be aware of the ongoing conversations in the social media sphere with respect to their clients and areas of expertise. PR professionals should be constantly tracking the stories in their clients’ field of focus – in new and old media channels alike – in order to keep track of which local reporters are covering those issues. This enables public relations staff to establish themselves as a contact to be used as a source of information and pathway to experts that can provide quotes and data as needed. With a good relationship established, journalists will reach out to a PR professional for verification, context and expert input the next time they are working on a story.
Great post, Rachael! At a PRSA-NCC media roundtable last year, which included reporters from CNN and Reuters, reporters shared that they often gather information about their sources/subjects (even capture images and video) from social media sites, like Facebook and LinkedIn. So while PR professionals should have social media presence(s) when working with the media, it also suggests that an organization’s leadership and spokespersons should also have strategic social media profiles by reporters for research.