Editoria e Media
PR Newswire's APAC Survey Reveals Content Quality is the Top Priority for Journalists
Despite readership metrics becoming more readily available, 25% of journalists indicate that content quality is their top key performance indicator (KPI), followed by number of original news stories, e.g. X stories per week, and social media engagement, such as social media shares of content.
This survey found that a verified news source is more valuable than ever. For example, 73% of journalists in mainland China believe that news accuracy is their top consideration when assessing the value of a story. Press releases remain the most trusted source of information with over twice as many journalists from the majority of APAC markets (eight key markets, not including mainland China ) trusting official press releases (27%) over social media channels (10%). Results also show an increase of 5 percentage points for trust in press releases compared to 22% in 2016-2017.
Verified news sources play an important role as journalists craft their stories. When seeking a quote for their stories, journalists from the majority of APAC markets are most likely to turn to personal business contacts (60%), followed by press releases (51%).
Other key takeaways from the report include:
"For businesses operating globally, enhancing brand awareness and reputation are important tasks where media coverage plays a critical role," said
Lynn Liu , Director of Audience Development and Distribution Services. "In the APAC region, it is vital that international businesses understand the shifting media landscape and local journalists' preferences to become even more valuable media partners. PR Newswire is committed to help businesses tell their stories in this diverse and dynamic region."
PR Newswire looks forward to discussing the key findings of this survey at our upcoming Media Coffee events. To download the full report, please click .
PR Newswire, a Cision Ltd. company (NYSE: CISN), is a leading global provider of news distribution and earned media software and services. In conjunction with Cision's cloud-based communications product suite, PR Newswire's services enable marketers, corporate communicators, and investor relations officers to identify key influencers, engage target audiences, craft and distribute strategic content, and measure meaningful impact. Combining the world's largest multi-channel, multi-cultural content dissemination network with comprehensive workflow tools and platforms, PR Newswire powers the stories of organizations around the world. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe , the Middle East , Africa and Asia-Pacific regions. For more info, please visit www.prnasia.com.
PR Newswire's Asia Marketing Team
+852 2572 8228
asia.marketing@prnasia.com
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