Muck Rack：2021年新闻业现状报告-COVID-19期间报道、社交媒体习惯和公关偏好（英文版）（37页）.pdf

The State of Journalism 2021 survey conducted by Muck Rack reveals key insights into the journalism industry, highlighting the impact of the COVID-19 pandemic and changes in media consumption and reporting habits. Here are the main points: 1. **Journalists' Response to COVID-19**: The pandemic has significantly affected journalism, with 86% of journalists noting its impact on their work. This includes personal layoffs (19%), increased workload due to layoffs/furloughs at outlets (18%), and more stories about COVID-19 and health (65%). 2. **Optimism and Pessimism in Journalism**: Despite the challenges, 58% of journalists remain optimistic about the journalism profession, while 42% are pessimistic. This optimism is consistent with previous years. 3. **Media Consumption Habits**: Online newspapers or magazines are the primary source for 58% of journalists, followed by Twitter (16%) and Facebook (11%). However, the credibility of sources varies, with 86% finding academics and CEOs credible, and a majority (55%) considering company PR professionals credible compared to agency PR professionals (34%). 4. **Social Media Usage**: Twitter is the most valuable social network for 76% of journalists, while Facebook has seen an increase in importance from 22% to 38%. LinkedIn is steady at 23%, and Instagram has slightly decreased to 15%. 5. **Pitching Preferences**: Journalists prefer to be pitched through 1:1 emails (94%), with the phone being the least preferred channel (6%). The majority of journalists (56%) plan to use social media platforms more, particularly Twitter and LinkedIn. 6. **Pitch Rejections**: The top reasons for rejecting relevant pitches are lack of personalization (21%) and bad timing (25%). 'Other' reasons, mainly related to relevance, accounted for 25%. 7. **Follow-up Emails**: It's acceptable to send at least one follow-up email (90%), with 38% okay with receiving two or more. The ideal time for a follow-up is within one week of the initial pitch. 8. **Exclusivity and Story Coverage**: Offering an exclusive makes journalists at least somewhat more likely to cover a story, with 78% indicating this sentiment. The survey underscores the evolving landscape of journalism, adapting to new challenges while maintaining traditional values of credibility and accuracy.