The media landscape continues to evolve as more publications, channels and technologies are introduced to the space. DSSimon’s Media Influencers Report shares new statistics and sentiments in the industry, ranging from digital content to communications trends. Highlights of the report include:
- PR professionals are dividing their focus and favoring paid opportunities over earned media
- 76% of digital journalists are using 3rd party videos
- 69% of digital journalists say proper disclosure made them more inclined to consider using content
Sandra Fathi, President of Affect, sat down with Doug Simon to analyze the findings of this report. Fathi says, “One of the things that really struck me is how many PR people are not focused on earned media; that is what we do day in and day out, and to me it is still the most trusted and valued part of our business. So it was shocking to me how many people are abandoning that channel and just focusing on paid opportunities.”
Fathi believes that there is tremendous value in paid media opportunities but there has to be a balance. “Paid opportunities are still associated with advertising while earned opportunities have the credibility of an independent journalist evaluating the information and forming an objective opinion. It is always going to be more credible when a trusted journalist writes a positive article about a company or product versus a paid employee or consultant.”
For access to the full interview and additional analysis on the value of earned media, see here.