The highly anticipated Muck Rack 2023 State of Journalism Report, which the company released at SXSW on March 15, 2023, provides valuable insight into the ever-changing media landscape and how journalists perceive their work. Conducted with over 2,200 journalists worldwide, the survey results are fascinating. Among many other findings, the report indicates that economic uncertainty has impacted the work of about two-thirds of journalists. They also plan to spend more time on YouTube, LinkedIn, and TikTok, indicating the growing importance of these platforms for media outreach.
Here are what the Landis team thinks are the top five most compelling results from the report:
CEOs are becoming less credible sources
One of the report’s most surprising findings was that fewer journalists find CEOs to be credible sources. In the 2021 report, 74% of journalists found CEOs to be credible sources, compared to 62% this year. In addition to increasing the credibility of their CEOs, PR teams need to focus on developing relationships with a broader range of sources, such as academic experts, which are considered the most credible sources (80%).
Economic uncertainty has made a significant impact on the lives of journalists
The pandemic has had a significant impact on the global economy, and journalism is not immune. The report found that economic uncertainty has impacted the work of about two-thirds of journalists. This finding is crucial for public relations professionals to consider when developing media outreach strategies. More than 80% of those surveyed report they’re full-time journalists, with the vast majority (71%) earning less than $100K per year. Freelancers make less than $300 per piece on average.
Journalists plan to spend more time on YouTube, LinkedIn, and TikTok
This finding highlights the growing importance of video content and social media platforms for media outreach. As a result, organizations should consider developing more consistent, accurate multimedia content and engaging with journalists on these platforms.
Disinformation and lack of funding are the top two concerns of journalists
These findings indicate the importance of developing trustworthy and accurate messaging and working with credible sources. It’s also vital to be sensitive to potential economic concerns, whether it’s the latest financial news about a media outlet or you’ve heard about layoffs at another.
Most journalists get their news from online newspapers, followed by Twitter
The report highlights the continuing importance of newspapers, as most journalists get their news from online newspapers, followed by Twitter. Nearly all journalists use Twitter and are split over leaving the platform since Elon Musk acquired it in 2022 (50% say they’ve considered abandoning Twitter). The majority use Twitter to follow the news, promote their work, find sources, and connect with other journalists and their audience/readers. It’s clear Twitter remains a vital platform for engaging with media.
We highly recommend reviewing the report in its entirety. By staying current on the latest trends and developments in the media landscape, PR teams can develop effective pitches and build lasting and meaningful relationships with journalists. Economic uncertainty, changing social media habits, and evolving perceptions of source credibility are critical factors for media outreach strategies.