How Journalists Use Media To Find Stories and Information

“In an era exploding with user-generated content, social media, and Web 2.0, it’s important for those in business-to-business communications to understand how journalists are using technology when it comes to reporting news,” said Mike Neumeier, principal of Arketi Group, an integrated marketing and PR company.

Technology Tools Used by Reporters

Not surprisingly, all those surveyed (100 percent) say they rely on the Internet to help get their job done. One-quarter (25 percent) of journalists say blogs make their job easier, while 18 percent say instant messaging makes their job easier.

Ninety-seven percent of journalists surveyed say they enjoy using new technologies. And nearly one-third of journalists (30 percent) say they use some type of instant messenger for professional communication.

Sixty percent of journalists say they spend more than 20 hours a week on the Internet. When asked how journalists use the Internet:

• 98 percent say reading news
• 97 percent say emailing
• 93 percent say finding news sources
• 89 percent say finding story ideas
• 72 percent say reading blogs
• 67 percent say watching webinars or webcasts

“Clearly this survey shows that business journalists are embracing user-generated content like blogs, webinars and webcasts as useful in their day-to-day reporting,” said Dr. Kaye Sweetser, APR, assistant professor of public relations at the University of Georgia’s Grady College. “Savvy companies know this and are looking for ways to legitimately increase their participation in creating and growing online content using Web 2.0 methods.”

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