Ogilvy PR study: Earned media gets the most done

Yet more journalists say they use social media to keep up with the news than newspapers.

NEW YORK: Social media may be nearly ubiquitous, but it isn’t more reliable than traditional media or more influential than earned media, according to a study released this week by Ogilvy Public Relations.

In terms of what media they consume, more journalists cited social media (35%) than newspapers (33%), newswires (12%), broadcast (11%), and blogs (5%) to keep up with the news.

More than four in 10 journalists (44%) said a mix of traditional, social, and paid media are effective in campaigns, while nearly half (47%) said earned media has the most influence over "purchasing decisions and business outcomes."

Company-driven news was ranked as the least influential, and influencer-driven news was ranked as the most trusted after traditional media, according to the survey.

Nearly two-thirds of respondents said more coverage equals more credibility for brands, but oversaturation "can be a sign of trouble."

The survey’s questions vary annually, but one ongoing topic is earned media’s value and its weight in an integrated model, said Jennifer Risi, MD of Ogilvy Media Influence and head of media relations for North America.

"Our savviest clients know they need to have a mix of traditional, social, and paid.  It all needs to work together," she said. "They’re seeing the power of earned, and they’re seeing the return they’re getting because it’s very cost-effective, and when people tell your story for you, without having to pay for it, that’s very powerful."

Last year’s study also reflected the weight of earned media, when more than 90% of respondents indicated a story’s impact is linked to the attention it garners on social media.

Ogilvy received responses from 118 North American and UK journalists across a range of media types in June.

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