Cision and Canterbury Christ Church University conducted an online survey about the uses, perceptions, attitudes and behaviors of social media among journalists. Respondents were taken from Cision’s media database of more than 1.6 million entries globally. This year’s study received over 3,000 responses from journalists in 11 different countries, including the U.S., Canada, Australia, France, Germany, the U.K., Finland, Sweden, Italy, Spain and the Netherlands in the following proportions:

France, Italy and Spain had too few participants to undertake meaningful analysis, so they were excluded from the country-by-country comparisons.

Chart_28Throughout the survey the term ‘journalist’ is used to include other media professionals, including researchers and editors. The statistical analysis, based on a 95 percent confidence interval, examined the differences and similarities between sub-populations of respondents. The types of professional social media users were developed using cluster analysis. Therefore, figures for the clusters will differ compared to the global data and will differ from cluster analysis performed on individual countries, making the data not directly comparable.

The survey is designed to enhance the media industry’s understanding of social media uptake and the impact of social media technologies and processes on journalists’ work. Cision conducts this survey on an annual basis to continue to inform best practices within the PR and communication field and to deepen the industry’s understanding of how journalists and professional communicators use and value social media and other resources. The research examined the patterns of social media usage of journalists for what professional tasks they use social media for and how they view the impact of social media on journalistic practices and professional values.

About Canterbury Christ Church University

Canterbury Christ Church University is a modern university with a particular strength in higher education for the public services. With nearly 20,000 students, and five campuses across Kent and Medway, its courses span a wide range of academic and professional expertise. Ninety-three percent of our recent U.K. undergraduates were in employment of further study six months after completing their studies. Along with over a thousand undergraduate, postgraduate and professional training courses on offer, the University is also home to world-leading and internationally recognized research.

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