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1、2024State of the Media Repor tNext-Level Insights for PR Next-Level Insights for PR2024 State of the Media Report22024|CISION.COMTable of ContentsAbout the State of the Media Report03Key Findings06Part I:Inside the Mind of the Media:Challenges,Priorities,and Approaches to Work08Part II:The State of

2、Media Relations:What Journalists Wish PR Professionals Knew20Part III:Around the World:Variations By Regions32Part IV:How the Other Half Works:Freelancers Vs.Staffers41Final Thoughts47Survey Methodology05About Cision48About the State of the Media Report42024|CISION.COM15 Years of InsightFor more tha

3、n a decade,media professionals around the world have trusted Cisions State of the Media Report to be the industry voice for the public relations and corporate communications professionals who seek to partner with them.Widely recognized as the industry standard bearer for identifying trends in journa

4、lism,the State of the Media Report began in 2009 as a relatively small,joint study with George Washington University to get a pulse on how journalists were using this fascinating new technology called“social media”and interacting with PR professionals.Then Vs.NowBack then,only 56%of journalists said

5、 social media was“important”or“somewhat important”for reporting and producing stories.Compare that to today,with 97%of journalists using social media for a variety of work-related purposes from reporting stories to finding sources.At the time,social media was in its infancy,with blogs,Facebook,and T

6、witter(now X,and once considered a“microblogging”site)commanding the most media attention.Fifteen years later,the media ecosystem looks dramatically different.Instagram,which didnt even exist yet,is now one of the most-used platforms among journalists.What hasnt changed in 15 years is the fact that