The Media on Media: 
How Journalists Use Social and Multimedia

How Social Is the Media? 
The Intersection of Journalism and Social Media

Nearly every professional these days seems to be on social media for work—whether it’s to shine a spotlight on their accomplishments, learn about new opportunities or network—and journalists are no exception. This year we asked journalists if and how they were using social media for work, and which social platforms they use most. 

What Are Journalists Doing on Social?


When asked to rank how important social media was to various aspects of their work, 20% of journalists cited “to publish or promote content” (something most PR and comms pros can certainly identify with), making it the top answer. 


PR professionals trying to pitch journalists on social media should take note: If a journalist is using social media, it’s not likely that they are on the hunt for a PR pitch. They are, however, using social media to network, to publish or promote content, and to source and verify information. This makes social platforms viable channels for PR pros to follow journalists, learn more about their work and potentially start a dialogue that could lead to opportunities down the line.


Perhaps even more importantly, knowing that journalists are going on to publish or promote content, social media can be a valuable resource to understand which journalists are talking about the topics that are most relevant to your client or brand. 

How important is social media is carrying out the following tasks in your work?

The Platforms Journalists Use Most


Worldwide, Facebook is the platform journalists use most often for professional reasons (63%), such as sourcing information, interacting with their audience and publishing or promoting content, followed by Twitter (59%) and LinkedIn (56%). 

To DM or Not to DM? 


When it comes to how (or if) they prefer to be contacted via social media, journalists’ opinions vary widely. While nearly 1 in 4 (23%) journalists find it to be acceptable—and 4% prefer it over any other method—1 in 3 (34%) explicitly say they don’t prefer it, and 12% will even go so far as to block a PR pro who tries to slide into their DMs. For more than 1 in 4 journalists (27%), what makes or breaks a successful social media connection depends on the approach.

 

PRO TIP: Want to get a journalist’s attention?


You may already be using search engines or a media database to find relevant outlets, editors and writers to connect with. But using social media to do some extra research could be the next step that differentiates you in a crowded inbox. Check out what they are sharing, commenting on and posting about, and use those insights to personalize your message. (When you show journalists you’ve done your research, they pay attention.)

How do you feel about PR pros reaching out to you on social media?

In Their Own Words

We followed up with journalists in our network for advice on how PR pros should reach out to them via social media. 
Here’s what we heard:

“If you’ve never met the journalist before or talked to them and you emailed, they ignored you, and you’re trying to get their attention on Instagram, it’s not the best approach, and the PR person will be ignored.”

“I don’t respond to cattle calls on social media. If it’s an individual request, directed only at me, then it doesn’t matter, can be a social media message, no problem.”

“I don’t love it… I’d honestly rather get an email. I think if you have a relationship with the journalist already and aren’t cold-pitching them, and they are receptive to you following them and communicating through that social media platform, it’s fine.