This extended version includes additional data and insights from journalists in 7 markets across APAC.
With a seemingly infinite supply of crises, 2020 made an indelible mark on newsrooms around the world with a host of challenges that
continue to influence the media today - from editorial strategies and work behaviors to what they want and expect from PR professionals.
To provide deeper insight into the current media landscape and how PR teams can be better partners to journalists going forward, PR
Newswire's parent company, Cision has released its much-anticipated 2021 Global State of the Media Report (APAC Edition) today. The report
is chock full of emerging trends you can't afford to ignore, best practices for an evolving normal and "aha" moments you can act on quickly.
This is Cision's 12th annual study and is based on a survey of more than 2,800 journalists in 19 markets* around the world from February 1
to March 1, 2021. In additional to providing a global overview, the report's APAC edition offers deeper insights into today's media
landscape in the region, which spans Australia, Hong Kong, Malaysia, Singapore, South Korea, Taiwan and Vietnam.
View the full report(https://misc.prnasia.com/atd/custeventreg.php?event_id=560)
The report features:
Top challenges impacting the media todayTechnology's influence on the way journalists evaluate storiesThe types of stories journalists are
looking for this yearBest and worst days and times to pitch and follow upFastest ways to get on a journalist's "block/don't call" listInside
tips to build and maintain successful partnerships with journalists
Key Findings:
Journalists' views on public trust in the media have steadily improved over the last five years, but the challenge continues. More than half
(53%) of journalists feel the public lost trust in the media over the last year, down from 59% in Cision's 2020 survey.Journalists are both
overwhelmed and underwhelmed by pitches. PR pros need to build highly targeted media lists. More than 1 in 4 journalists (27%) receive over
100 pitches per week with most ending up in the virtual trash due to irrelevance. And, contrary to popular belief, a sizeable percentage say
they like receiving pitches on Friday, Saturday and Sunday.Journalists want PR pros to help make their jobs easier. Nearly half of
journalists cover 5+ beats and file 7+ stories per week. They're looking for press releases (according to 78%) and original research (68%)
along with multimedia elements (photos, videos, etc) and invites to interview experts or attend events.PR pros need to anticipate, monitor
and quickly act on trending stories. With increased competition for eyeballs, journalists are closely assessing whether a story idea has the
"it factor" that will translate into traffic and social shares (and ultimately ad revenue).PR pros should avoid pushing journalists' biggest
buttons. Spam, pitches that sound like marketing brochures, lack of transparency and following up repeatedly are among the top pet peeves
for journalists.
"The global media landscape is evolving in the face of highly fragmented, 24/7 news consumption, shrinking newsrooms and the influx of
non-traditional influencers," said Maggie Lower, Chief Marketing Officer for Cision.
"After a year like no other, the partnership between the media and PR pros - and the technologies they use to develop and distribute content
- are becoming even more critical. PR teams who are not actively using data intelligence and newswires to guide and promote their campaigns
are at risk of falling behind as they compete to have their stories heard."
PR Newswire will be hosting a 2021 State of the Media webinar in late June. Hear from journalists across APAC on how they are adapting to a
fast-changing media landscape. They will also share tips on how PR pros can be a useful resource for their work in the new normal. Details
of the webinar will be shared on the PR Newswire website here.
Methodology
Cision conducted its 2021 State of the Media Survey between February 1 and March 1, 2021. Surveys were emailed to Cision Media Database
members, which are vetted by the company's media research team to verify their positions as media professionals, influencers and bloggers.
The survey was also available to media professionals in the PR Newswire for Journalists database. This year's survey collected responses
from 2,877 respondents in 19 markets* across the globe: US, Canada, UK, France, Germany, Finland, Sweden, Italy, Spain, Portugal, Brazil,
Mexico, Australia, Hong Kong, Malaysia, Singapore South Korea, Taiwan and Vietnam.
* This report is an extended version of the original 2021 Global State of the Media Report published on April 15, incorporating data from additional APAC markets.
About Cision
As a global leader in PR, marketing and social media management technology and intelligence, Cision helps brands and organizations to
identify, connect and engage with customers and stakeholders to drive business results.PR Newswire, a network of over 1.1 billion
influencers, in-depth monitoring, analytics and itsFalcon.iosocial media platform headline a premier suite of solutions. In addition, Cision
has entered into a definitive agreement to acquireBrandwatch. Cision has offices in more than 40 countries throughout the Americas, EMEA and
APAC. For more information about Cision's award-winning solutions, including its next-gen Cision Communications Cloud(R),
visitwww.cision.comand follow @Cision on Twitter.
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