University of Kwazulu-Natal

Online News Association Journalist Muck Rack

Bonisiwe Shabane
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online news association journalist muck rack

2020 was one of the most challenging years for those in communication—journalists and PR pros especially. Aside from trying to navigate their own understanding of COVID-19, social justice issues and the presidential election, media was tasked with delivering breaking information to a harried public. Seeking to make sense of a chaotic year, Muck Rack, the PR management (PRM) platform, released its fifth annual State of Journalism study. The survey of 2,500 writers sheds light on how they choose stories to write, use social media and work with communicators. Muck Rack fielded the survey from Jan. 11 through Feb.

8, 2021. Despite 2020's many changes, the study emphasizes that journalists continue to appreciate brief, relevant pitches. This is especially so since many reporters face increased workloads due to the pandemic's economic downturn and shrinking newsrooms. Understanding journalists' pace is one way PR pros can approach relationships with media members. The average journalist tends to work three or more beats and writes five or fewer stories per week, according to the study. Just 25 percent of those stories result from pitches.

You could say journalists are not only spending a lot of time writing, but as much time digging and acquiring necessary information. Another reason brevity is favored: 23 percent of journalists say they have a larger workload due to layoffs and furloughs. Not surprise that a whopping 91 percent of writers prefer pitches of fewer than 200 words. They also appreciate a minimum of follow-ups in their inbox. Nearly the same amount (90 percent), though, say it’s OK to send at least one follow-up email. Founded in 1999, the Online News Association (ONA) is a nonprofit membership organization and the essential hub for adaptive leadership in journalism.

We convene and equip changemakers in journalism with the insights, training and connections they need to shape the future of the industry. ONA’s members include journalism professionals in all functions and career stages and a network of supporters across industries, including philanthropy, technology, and academia. ONA offers virtual and in-person programs throughout the year, hosts an annual conference and administers the Online Journalism Awards. A journalism industry that doesn’t just survive change but thrives through it—where continuous learning, strategic collaboration, and adaptive leadership across all roles and functions create an ecosystem powerful enough to meet democracy’s evolving information... We equip journalism professionals across all roles, functions and career stages with adaptive leadership capabilities, strategic foresight, and collaborative communities and networks, creating a connected ecosystem where shared learning, experimentation and innovation strengthen journalism’s... We establish ONA as journalism’s essential intelligence hub, combining industry knowledge with outside-in perspective to help journalism professionals anticipate and adapt to change, while creating a comprehensive content ecosystem that reaches changemakers year-round.

CONTACT:John Shertzer, SPJ Executive Director, 317-920-4781, [email protected]Linda Zebian, Muck Rack Director of Communications, [email protected]Jennifer Royer, SPJ Director of Communications and Marketing, 317-361-4134, [email protected] INDIANAPOLIS — The Society of Professional Journalists has partnered with Muck Rack and nine other journalism organizations to present “The State of Journalism 2022: Social media habits, reporting strategies, PR pitching preferences and more.” Journalists are busier than ever, covering four beats compared to three beats just a year ago on average. They’re producing content in more formats, too, according to the results of Muck Rack’s 2022 State of Journalism survey released today. Just under three-quarters (74%) of journalists say they produce content in addition to online and print, such as newsletters (17%) and podcasts (15%). Half of journalists publish five or more stories per week, with a third publishing eight or more a week.

Audience trust, a significant concern for American news media , appears to be improving for nearly one-third (32%) of journalists who claim trust in their coverage has increased in the past year. Nearly half (47%) said trust has remained the same and 22 percent said it’s decreased.

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8, 2021. Despite 2020's many changes, the study emphasizes that journalists continue to appreciate brief, relevant pitches. This is especially so since many reporters face increased workloads due to the pandemic's economic downturn and shrinking newsrooms. Understanding journalists' pace is one way PR pros can approach relationships with media members. The average journalist tends to work three or...

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CONTACT:John Shertzer, SPJ Executive Director, 317-920-4781, [email Protected]Linda Zebian, Muck

CONTACT:John Shertzer, SPJ Executive Director, 317-920-4781, [email protected]Linda Zebian, Muck Rack Director of Communications, [email protected]Jennifer Royer, SPJ Director of Communications and Marketing, 317-361-4134, [email protected] INDIANAPOLIS — The Society of Professional Journalists has partnered with Muck Rack and nine other journalism organizations to present “The State of Journalism...