Only 38% of the media believe it’s extremely important to be the first to report on a topic, according to the 2011 PRWeek/Porter Novelli Media Content survey, published today by PRWeek. Only 42% of traditional media “cherish” the scoop, compared to a mere 25% of those in online media.
Why? Because with the speed of news today – it’s nearly impossible to get ahead of a Tweet – many journalists believe that the real value they can give their audience is context and perspective on a story. So if it’s not first – different and relevant is best.
Nick Charles, EVP and global director of content for Porter Novelli, notes in the story, “Those driving the conversation today are also who people trust. People used to trust Walter Cronkite. Now they trust Jon Stewart, who doesn’t even do news – that leaves a big vacuum. Politicians try to fill it, pop culture tries to fill it, and then you have bloggers, too.”
Other key findings:
Click here for the full story on PRWeek.com.
The 2011 PRWeek/Porter Novelli Media Content Survey was conducted by PRWeek and CA Walker. Email notification was sent to 83,883 US media professionals with 855 completing the survey online between July 11 and August 2, 2011. Results were not weighted and are statistically tested at a confidence level of 90%.