Study "Journalists on the web 2017"

21 selected Swiss media professionals from different types of media and with different journalistic roles told the IAM and Bernet_PR about their use of social media between fall 2016 and spring 2017. These are taking up more and more space in everyday journalistic life. However, most of those surveyed were ambivalent about the topic. Guido Keel, Head of Academic Studies/IAM ZHAW: "Media professionals appreciate the quick access to information and the feedback from the audience. At the same time, they are aware of the limits and distortions in social media."

Research: Source of inspiration and contact possibility

All of the journalists surveyed use social media for research. Social media monitoring is a key starting point for finding topics. Younger media professionals in particular also use their social media channels to search for experts or eyewitnesses - and also contact them via these channels. However, the credibility of these channels is viewed critically. The following applies: information must be confirmed by a second, independent source outside of social media.

Publishing: Self-PR and new requirements

Media professionals use their social media profiles as a PR tool. They share articles and contributions on these additional channels, making them accessible to a wider audience. It is striking that most editorial offices do not have any binding guidelines for publishing articles. The interviewees assume that the new possibilities go hand in hand with audience expectations. For example, recipients also expect more and more moving images from radio and print media via their online channels. >>> here