Journalists most effective at impacting consumer behaviour, according to survey of marketers

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20th November 2019 12:08 - Media and PR

Journalists most effective at impacting consumer behaviour: When it comes to who has the most influence over impacting consumer behaviour, more than a quarter (27%) of PR and marketing professionals polled for an annual Cision and PR Week survey said journalists. This marks an increase of 11 percentage points since last year when 16% of respondents said the same. 

The research, titled 2019 Global Comms Report: The Path to Progress is the third annual report of its kind from Cision and PR Week. It polled over 500 PR and marketing professionals in senior-level roles across seven countries to learn more about communication trends around the globe. 

After mainstream journalists, 22.5% said everyday consumers were the most effective at impacting coonsumer behavior ( including family and friends), falling from 27% in last year's survey. This group was followed by celebrities (16% - falling from 22% in 2018), employers (10%), micro-influencers, bloggers (8%) and corporate executives (8%). 

Other findings revealed that for more than two thirds of respondents (67%, the press release is still the top communication tool, with more marketers and PRs than last year ( 61%) saying they concentrate engagement efforts on journalists at mainstream publications. . 

When it comes to social media, the research suggests that Instagram is being used by an increasing number of marketers - with almost a quarter (22%) saying it is their leading social channel - up 13 percentage points since last year when it was just 9%.  This year's figures mean that it has overtaken Twitter and is closing in on Facebook. 

Marketers are also feeling more confident about who their content is reaching and who is reading it, with more than two thirds (67%) asserting this to be true for them - again marking an increase on last year's figures. 

In terms of marketing budgets, the research found that more than a third of respondents' overall media budgets (34%) is used for earned media - a significant increase from last year when it was a little over a quarter (26%).

Gideon Fidelzeid, managing editor of PRWeek. "The global data collected by the study does more than just tell a great story in and of itself. It's instructive and serves as counsel to any PR pro seeking a tactical or strategic edge."

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