2013 social journalism study: how journalists view and use social media and their relationship with PR

This report follows the changes of how journalists and media professionals use social media for work and in their communication with PR professionals. Not surprisingly, one year on, respondents show an increasing use of social media and are moving up the Social Media Continuum.

It also presents a typology using cluster analysis which groups journalists into five categories: Architects, Hunters,
Observers, Promoters and Skeptics. These distinctive groups share certain behaviors and attitudes towards social media and PR sources and professionals. In this report, we look at how these groups have changed over the year and give a more detailed look at the role of social media in the PR–journalist relationship.

In addition, the report shows the findings on the Social Journalism Barometer, where countries are measured against each other in how they embed social media in their professional work. This study was compiled from over 3,000 journalists’ responses from 11 different countries: US, Canada, Australia, France, Germany, UK, Finland, Sweden, Italy,Spain and the Netherlands.