November 20th, 2008
The Media Generation Gap
In case you needed any more proof that the world of journalism and how we get our information is changing, check out these just-released findings in the New Communications Review:
* 87% of 18-29 year-olds believe bloggers have become important opinion-shapers, versus 60% of 50-64 year-olds
* 87% of 18-29 year-olds confirm that new media and communications enhances the relationship with their audience, versus 42% of 50-64 year-olds
Key findings among all journalists:
* 48% of all respondents use LinkedIn, and 45% use Facebook to assist in reporting
* 68% of all respondents use blogs to keep up on issues or topics of interest
* 86% of all respondents use company websites, 71% use Wikipedia, and 46% use blogs to research an individual organization.
The report goes on to say:
While it’s not entirely surprising that this younger generation of journalists are users of these new communications tools, it’s interesting that they understand how to use them effectively in their work, and are pushing the journalism profession as a whole to create a more collaborative, reciprocal, interactive, and fluid form of journalism.
So what, you say? So be it, I reply.
Every single client and colleague I have wants the mega-watt glow only media coverage can bestow, and yet only a small (dare I say miniscule?) number are willing change how they think about media, to relinquish their death-grips on standard press releases as their sole means of communications. Now before I get bombarded with press release devotees, be assured this is not the death knell for releases. It’s just a wake-up call to see the multitude of ways that they can NOW be distributed, read, and actually used (what a concept)!
