PR Newswire's Journalist Survey Reveals Press Releases as the Most Trusted Source for News Stories

HONG KONG, Oct. 12, 2016 /CNW/ --

  • 22% of respondents use press releases as a source to write news stories or verify facts, followed by the corporate communications spokesperson (21%) and company's official website (19%)
  • Multimedia element such as image, video and infographic is one of the top three kinds of information journalists wish to see in a press release

Today, PR Newswire releases findings from its survey report that aims to identify the working status and news gathering habits of journalists and media professionals in Asia-Pacific (APAC). Conducted in the first half of 2016 across six key markets in APAC – Australia, Hong Kong, Indonesia, Malaysia, Singapore and Taiwan, the survey garnered responses from 482 journalists and media professionals.


The report hopes to provide insights that could help PR practitioners, marketers and corporate communications professionals keep abreast of the latest media developments and trends, to better understand how they can engage with the media and strengthen the symbiotic relationship. The survey report is now available for download.

"The proliferation of digital and social media is rapidly changing the landscape of newsrooms," said Yujie Chen, Senior Vice President of PR Newswire Asia. "The news cycle turnaround is getting shorter, and it is becoming a norm to have breaking news published online before it gets printed. Although journalists are feeling the pressure from this online phenomenon to produce more news stories and more quickly, they are at the same time succumbing to the fact that social media is an essential part of everyone's life. This includes media which have used social media to gather story ideas, amplify audience reach and promote engagement with them in a more meaningful and personal way."

Key findings from the report include:

  • Press releases are still the most trusted and go-to sources for writing news stories or verifying facts amongst journalists; followed by the corporate communications spokesperson and company's official website.
  • Social media and search engines are two of the most popular channels that journalists use to stay up-to-date with the news. For brands, social media outreach should also include engaging with media professionals to build good relationships. Positive interactions can help boost brand influence and credibility.
  • An overwhelming majority of surveyed journalists expressed satisfaction with their jobs and see potential in growing their career in the media industry. However, they see the need to enrich themselves and acquire more skills to better adapt to the changing media environment.
  • Whilst traditional journalism skills are still important, stories are increasingly produced for digital devices and the web. Thus, video production, graphic design and photography top the list of skills that journalists wish to acquire.
  • Email is the most commonly used medium of communication at work for journalists, although brands are strongly encouraged to build tangible relationships with media professionals through networking sessions or face-to-face meetings.

The survey respondents were mostly comprised of news reporters, news editors and editors-in-chief, all of which answered the survey based on their work habits and personal experiences with PR and corporate communications professionals. Face-to-face and telephone interviews were conducted with selected respondents to gather their insights on the results. 

Online News Association Singapore, Singapore Press Club and Media Publishers Association Singapore are partners who have supported the survey by promoting it to their members.

Download the survey report now.

About PR Newswire   

PR Newswire, a Cision company, is the premier global provider of multimedia platforms and distribution that marketers, corporate communicators, sustainability officers, public affairs and investor relations officers leverage to engage key audiences. Having pioneered the commercial news distribution industry over 60 years ago, PR Newswire today provides end-to- end solutions to produce, optimize and target content -- and then distribute and measure results. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire powers the stories of organizations around the world. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and Asia-Pacific regions.

Cision is a leading global media intelligence company, serving the complete workflow of today's communication professionals.

For further information, please contact:

PR Newswire's Asia Marketing Team
+852 2572 8228


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