Journalists remain the most important influencers for PR professionals

For the first time, the dpa subsidiary, together with Faktenkontor, surveyed the three communication groups in parallel. The current study compares their self-image and examines the similarities and differences between them. Central aspects are influence, credibility, media use, brakes on the job and future prospects. 

According to the report, journalists are by far the most important for the work of PR professionals (84%). In contrast, only 15 percent of communicators believe that social media celebrities and bloggers are relevant to their work. For companies, on the other hand, their own employees play an important role. Almost two thirds of respondents from corporate communications now rely on corporate influencers (59%), compared to only one in three agencies (31%).

Despite declining print circulations and growing competition from new formats on the social web, 42% of the journalists surveyed attest to their increased influence on shaping public opinion. PR professionals are even more confident about their impact on the "res publica". Well over half of communicators see a significant increase in their influence over the past two years (61%). Among influencers, the figure is as high as 88%. Journalists, PR professionals and influencers alike cite increased reach as the main reason for their greater influence on public opinion.

Even though debates about fake news and growing media scepticism have hit the industry hard, a clear majority of journalists see an increase in their own credibility towards their target groups (64%). Only 15 percent believe that it has fallen in the last two years. Among PR professionals, 67% believe there has been an increase, topped by influencers at 92%. For all respondents, this is primarily due to the qualitative improvement of their content.

Too little time and a lack of budget are the two biggest job constraints for journalists, PR professionals and influencers. While journalists (58%), corporate communicators (52%) and influencers (64%) suffer the most from tight schedules, communicators from agencies find their work most difficult due to insufficient budgets (55%). However, the argument "too little time" follows directly in second place for PR agencies (33%).

• "Online first" in PR - "print (still) first" in journalism: 66% of PR experts reach their target group best via online channels, 55% of journalists still via print.
• Journalists struggle with the future, while PR professionals and influencers are optimistic: while more than half of media professionals have a negative view of their career prospects (57%), an overwhelming majority of PR professionals (90%) and a good two-thirds of influencers (68%) are positive about the future.
• The main drivers for future jobs are the increasing demand for products, services and content and the advancing digitalization. PR professionals, journalists and influencers all agree on this. (pd/swi)