The Changing Role of the Journalist

New Expectations, New Challenges

Essentially, the role of the journalist is the same as it has always been: To report the facts, objectively  and thoroughly. Today, however, it’s no longer enough to deliver news: Journalists are under increasing pressure to think about if and how the content they produce will have impact, attract audiences, and drive engagement. Limited and declining resources, smaller staffs, and the struggle to keep up with new technologies and compete with social media influencers only feed into this challenge.

 

Pro Tip: Exercise Empathy with Journalists.

The need for public relations partners who understand these struggles, respect their time, and can provide clear, specific and targeted communications has never been greater—or more appreciated.

What do you believe was the biggest challenge for journalism in the last 12 months?

The fight against “fake news”


When asked what they believe was the biggest challenge for journalism in 2021, “Maintaining credibility as a trusted news source/combating accusations of ‘fake news’” was the top answer by far, chosen by 32% of respondents. It doesn’t help that most journalists don’t have much faith in the public’s faith in them: More than half of surveyed journalists (57%) feel the public has lost trust in the media over the past year. This is up four percentage points from the number who said the same last year. 

 

In your opinion, has the public lost or gained trust in the media over the last year?

Fewer resources, more work 


“Challenges around staffing and resources” is commonly noted as one of the biggest industry challenges for journalists. In an effort to keep up with the never-ending news cycle, journalists are having to multitask on multiple levels: Nearly three in ten journalists (29%) file 10 or more stories per week; 36% file anywhere from 4 to 9 stories per week; 34% file between one to three stories per week.

 

Not only are journalists filing multiple stories, the vast majority cover multiple topics as well. Nearly half of journalists (44%) cover 2 to 4 beats; nearly the same number (43%) cover 5 or more beats.

Pressure to perform 


Journalists feel the burden to drive audiences to their stories, which is increasingly directly related to budgets. “Declining advertising and circulation revenues” leads many newsrooms and editors to watch their audience data as closely as their ledes. 
The pressure to drive clicks, shares, likes and video plays is directly impacting the industry: 59% of journalists agree that the availability of detailed audience metrics is making them rethink the way they evaluate stories. As one respondent commented, “[There is] so much content in so many places, it’s hard to stay relevant.”

 

The availability of detailed audience metrics* has changed the way I evaluate stories.

In Their Own Words

We asked journalists to tell us the biggest stressors related to their work. Here’s what some of them had to say:

“Losing trust and reader/viewership because the onslaught of content that fails to contextualize anything for readers/viewers to make sense of.”

“Separating objectively honest information from sources which demonstrate substantial political bias.”

“Maintaining personal morale/energy.”

“Journalism outlets downsizing, being bought up and dismantled, or otherwise shifting priorities away from local coverage, investigative reporting, and breaking news, in favor of cheaper solutions, short-term profits, or serving existing corporate interests.”

“Decline of journalism itself in communities (e.g., closure of many newspapers).”

“Reaching sources is getting more difficult since potential sources aren't necessarily at work anymore.”

“Depending on ratings and clicks, which defines what news is reported.”