Journalists Relying More on Industry Insiders for New Stories


Digital Journalism Flourishes; Traditional Tactics Still Strong: Media brands around the world are carrying a wider range of digital content assets, supporting more devices and are drawing on digital sources in their reporting more heavily in 2012 than at any time in the past five years, says a global study of 600 journalists by Oriella PR Network.

The study finds that the digital boom in the newsroom has heralded a return to a traditional journalistic practice: seeking trusted, influential sources for stories.

Study highlights include:

  • About half of the respondents said their titles had Facebook pages (52%) and Twitter feeds (46%).

  • Use of social media in newsgathering is now a majority pursuit—but only when the sources behind them are known to journalists.

  • Online video use has nearly doubled since last year, with 36% of journalists saying their media brands publish videos, compared to 20% in 2011.

  • 44% of respondents said they research blogs that include sources for their stories, but just 22% would use unfamiliar blogs in the same way.

  • Reliance on industry insiders for new stories has grown from 54% in 2011 to 64% in 2012, and interviews with spokespeople have become journalists’ preferred first port of call for stories.

  • In 2011, 50% of respondents said their offline print or broadcast outlet had the largest audience. In 2012, 47% held this view.

 Oriella PR Network



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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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