2018全球媒体报告（英文版）.pdfVIP

CISION’S 2018 GLOBAL STATE OF THE MEDIA REPORT 2 Executive Summary 5 Journalism’s Big Challenges 6 Accuracy First 7 Dealing with Technological Change 8 The Continued Need for PR 10 Building Trust 11 Find the Hook 12 Methodology 13 About Cision 866.639.5087 Copyright © 2018 Cision Ltd. All Rights Reserved. 130 E Randolph St., 7th Floor, Chicago, IL 60601 EXECUTIVE SUMMARY t’s been both an extraordinary and key takeaway: people see how import- challenging year for journalism — ant journalism can be with many critical to say the least. On one hand, the stories impacting the way people think profession has never been under about politics, business and culture. Igreater attack. Constant accusations As tested as the industry has been, of fake news, anti-media sentiment one outcome from all the turmoil is that coming from many of the world’s poli- journalists need reliable public relations ticians and a seemingly overwhelming partners — perhaps more than ever supply of competing content has made before. According to Cision’s 2018 global it much more difcult for professional State of the Media survey, in which the journalists and influencers to be heard. company surveyed 1,355 journalists As the media contends with those real- from across six countries on their per- ities, there are some signs many in the ception of the media and communica- public have their back and are support- tions industries, working with trusted ing journalistic institutions again. In Feb- professionals who can provide accurate, ruary 2018, The New York Times reported newsworthy information is a must. more than10 percent year-to-year reve- nue growth for the fourth quarter of 2017 and 7.7 percent for the full year —