CorpComms Magazine

Journalists increasingly rely on social media sites for research, turning to Facebook, Twitter and blogs for information, according to a new survey.

The survey of American journalists, conducted by media intelligence group Cision and the George Washington University, also reveals that a rise in the use of social media sites has made reporters more aware of the need to verify information.

'It's clear that while social media is supplementing the research done by journalists, it is not replacing editors' and reporters' reliance on primary sources, fact-checking and other traditional best practices,' said Heidi Sullivan, vice president of research for Cision North America.

Of the journalists surveyed, 89 per cent said they read blogs for research, 65 per cent accessed sites such as Facebook and LinkedIn, and more than half used Twitter. But 84 per cent claimed social media sources were less reliable than traditional media, and nearly half still depend on PR professionals for interviews and expert opinion.

'As PR professionals increasingly utilise social media as a means of communicating, they have a bigger responsibility than ever to ensure the information they provide journalists is accurate,' said Don Bates, founding director of the strategic public relations programme at George Washington University.

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