The perception is that we consume media via apps or snapchat or Instagram and that is increasingly the case. But this research shows that traditional media is still a trusted source of information for both consumers and journalists themselves. We believe that our campaigns have to have a blend of on and offline coverage to reach a varied audience. We know social media is an important source for journalists but it is good to see that old fashioned print is still preeminent.
For PR professionals, Risi said, the results give insight into how journalists get their news, with half saying they use social media as their news source. Risi stressed the importance of using both traditional and social media to reach consumers. A third of journalists said that using influencers, paid media, social media, and traditional media is how brands' communications efforts will be most successful.