2022年新闻报告（英）-50页_4mb

The State of Journalism Summary

Core Content

This document presents a comprehensive survey of 2,547 journalists conducted in January 2022 by Muck Rack, in collaboration with several media and journalism organizations. The report covers various aspects of journalism, including media habits, reporting strategies, PR pitching preferences, and the impact of the pandemic on the profession.

Main Findings

Journalist Demographics and Experience

• Role: 64% are full-time journalists, editorial writers, or bloggers; 19% are full-time freelancers; 12% create journalistic content as a supplement to other work.
• Experience: 32% have been journalists for 20+ years; 25% for 10-20 years; 21% for 6-10 years.
• Medium: 74% of journalists primarily report in online formats. Of these, 41% report online with a print edition, and 33% report online without a print edition. 5% use other formats, with print and online editions being the most common.

Coverage and Optimism

• Beats: The average journalist covers 4 beats, up from 3 beats in 2021. The most popular beats are Politics, Government and Legal, Business and Finance, and Energy and Environment.
• Optimism: 58% of journalists are optimistic about their profession, the same as the previous year. Journalists in Fashion & Beauty and Religion are the most optimistic (64% and 65% respectively), while those in Weather and Crime are the most pessimistic (48% and 46% respectively).

News Consumption and Reporting

• News Sources: 57% of journalists get their news from online newspapers or magazines. 18% get news from Twitter, up from 16% in 2021.
• Social Media Use: More journalists value platforms like Twitter, LinkedIn, Instagram, Reddit, and TikTok compared to last year.
• Event Coverage: 53% of journalists plan to attend more in-person events in 2022. Sports, Fashion & Beauty, and Politics & Government journalists are more likely to cover events. 62% of journalists prefer Zoom for virtual events.
• Top Events to Cover in 2022: UN Climate Change Conference (COP26), World Economic Forum, World Conference on Climate Change and Sustainability, TED, Comic-Con, SXSW, Government Social Media Conference, E3, Future of Finance, and TechCrunch Disrupt.

Media Relations and Pitching

• Credibility of Sources: Fewer journalists find CEOs and company PR pros credible (66% and 50% respectively), while more find social media personalities (17%) and celebrity spokespeople (14%) credible.
• Pitching Preferences: 1:1 email is still the top pitching channel. 15% of journalists prefer phone pitches, up from 10% last year. 68% prefer pitches under 200 words, with Food & Dining and Travel being more lenient.
• Follow-up Emails: 90% of journalists are open to at least one follow-up email. 31% are open to 2 follow-ups, up from 30% last year. 5% are open to 3 follow-ups.
• Pitches and Stories: 80% of journalists say a quarter or more of their stories originate from pitches. 51% of journalists receive 1-5 pitches daily or 5-25 per week. Journalists in Fashion & Beauty receive the most pitches.

Key Information

Trends and Changes

• Pandemic Impact: 83% of journalists say their work has been affected by the pandemic, down from 86% in 2021. Fewer journalists are covering pandemic-related stories.
• Credibility of Companies: Fewer journalists agree that the way companies share information is outdated (44% vs. 61% last year), indicating companies are improving their communication methods.
• Audience Trust: Around a third of journalists say audience trust in their coverage has increased. Health & Wellness, Agriculture, and Religion journalists report the highest increase in trust, while Weather and Regional/Local journalists report the lowest.

Summary of Survey Insights

• Online Reporting: Online is the most popular medium for reporting, with 74% of journalists using it primarily.
• Additional Mediums: 74% of journalists produce content in at least one additional medium monthly. Newsletters and podcasts are the most popular.
• Optimism and Trust: Optimism remains steady, with Fashion & Beauty and Religion journalists being the most optimistic. Trust in coverage has increased for some beats and decreased for others.
• Social Media Influence: Social media platforms are increasingly valued by journalists for news consumption and reporting, with Twitter being the most frequently used.

Conclusion

The survey highlights a shift in journalism practices, with a growing reliance on online platforms and social media for news consumption and reporting. While the pandemic has had an impact, journalists remain optimistic about their profession, particularly those in Fashion & Beauty and Religion. There is a noticeable trend toward more personalized and timely pitching, with a preference for email and a growing openness to phone and social media-based pitches. Companies are adapting their communication strategies, and trust in their information is on the rise, though not uniformly across all beats.