Where do journalists go to get a story? These days, they go to the Web, and more often than not, they go to social media sites. Jack Loechner of MediaPost did a great analysis of the new survey that was conducted by Cision and Don Bates of The George Washington University. They surveyed journalists to find out where they get their stories. Of 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.”
At the Placemaking Group, we’ve been finding that Twitter is an excellent way to get a journalist’s attention. Actually, let me be more clear: the great thing about social media is the that the journalist has a story idea and is now looking for more information or maybe a source to quote. So, we don’t have to wave flags, we just have to have the information available and keyword-optimized so that it’s easy to find.
What have I said over and over in my blog? A PR professional’s main job is to make a journalist’s job easier. One of the best ways is to have all the information available and easy to find. That’s our job! The journalist’s job is to write a great story.
The other nice bit of survey info is that 44% of editors and reporters surveyed said they depend on PR professionals for “interviews and access to sources and experts.” That’s just to remind you that you need a good publicist!
Now, go read Jack’s analysis, and then go to the Cision site and read the actual survey!
Tags: LinkedIn, PR. Social Media. Twitter, Twitter
I think it makes total sense that journalists would use Facebook to find story ideas. I notice if I want to know what is going on on my college campus the easiest way to do so is to search through the Facebook events and to read people’s statuses. There is information on Facebook about what is going on that cannot be found any where else.
I’ve, also, noticed the importance of social media through the work I’ve done. As an intern for Diablo Magazine last semester, I wrote a story on food trucks in the East Bay. While my information didn’t initially come from Twitter, Twitter was one of my best sources for the article. I could find what the truck was serving that day and where they were located. Twitter is the best for instant up to date information. Thus, if I were to do PR for a client, I through my experience at Diablo Magazine see how beneficial it is. For example, customers can follow their favorite food truck on a regular basis instead of happening to come across them once in a blue moon. Also, following one favorite food truck on Twitter may lead them to notice another food truck on Twitter that they have yet to try.
I, also, remember when I was managing editor of my college’s newspaper last year, looking at Facebook events for story ideas.
Having this journalism experience, and now studying PR, I definitely see the benefits of a PR person using social media networks.
~Jenn Kennedy
I agree with Jenn that Facebook/Twitter are useful ways to find information. In fact, as News Editor of The Collegian (newspaper at Saint Mary’s College), I often instruct my writers to contact people via Facebook, as they are more likely to respond.
The one part about Social Media and Journalism that I have mixed feelings about is when stories cite the size of a Facebook group/fan page/Twitter account as newsworthy. This happened recently when Ashton Kutcher battled CNN for Twitter dominance – the story was everywhere. But does Ashton Kutcher having millions of Twitter followers qualify as “news?”
-Mark Freeman
@Mark, I agree with you about the lack of newsworthy value. But, journalists use the concept that it’s “new” so it can be considered news.