Ogilvy Media Influence survey: Traditional media are more important than ever

Ogilvy Media Influence released a global survey on Wednesday 3 that shows that 72% of publishers and media respondents consider that traditional media are the most trusted news sources. “Our survey showed how the emergence of new platforms is the biggest trend effecting newsrooms” said Jennifer Risi, Managing Director, Ogilvy Media Influence and Head of Media Relations. “The source of a news story still matters, especially in North America and EMEA, where traditional media remain the most trusted. It will be key for PR professionals to adapt to new platforms and find innovative ways to reach consumers in the places where they live and work.” Nearly three quarters of journalists surveyed highlighted traditional media as the most trusted over direct-to-consumer and social channels. It also found that the more a brand is covered by traditional media channels, the more credible the brand appears to its key stakeholders. “Social networks have gone from being a channel that distributes the news, to one that informs it. 50% of surveyed journalists said that they use social media as a source for the stories they will cover. We also found that stories covered in traditional media were seen as more influential, underlining the importance of traditional media relations for making brands matter” Risi concluded.