news aktuell Trend Report 2019

Journalists Continue to be the Most Important Influencers for PR Professionals in Germany

HAMBURG, Germany, Nov. 20, 2019 /PRNewswire/ -- Journalists are still by far the most important influencers in the work of German PR professionals. Instagrammers and YouTubers are far less relevant for press offices and PR agencies. This is one of the key findings of the news aktuell Trendreport 2019 entitled "Journalists, PR professionals and influencers - triad or trifecta?" For the first time, the dpa subsidiary, together with Faktenkontor, surveyed the three communication groups simultaneously. The current study compares their self-perception and examines their similarities and differences. Key aspects include their influence, credibility, use of media, career stallers and future perspectives. The most important results are now available in a free management summary for downloading.

According to this summary, journalists are by far the most relevant (86 percent) for the work of PR professionals. On the other hand, only 18 percent of communicators believe that social media celebrities and bloggers are important to their work. However, PR agencies already rely significantly more on Instagrammers and YouTubers (30 percent) than press offices (11 percent). For companies, their own employees play a comparatively more important role: almost every second respondent from corporate communications is now dependent on factors influencing the company (49 percent).

Journalists confident despite crisis in the industry

Despite declining print circulations and growing competition from new formats on the social web, 43 percent of the journalists surveyed attest to the social web having an increased impact on the formation of public opinion. PR professionals are even more confident about their impact on the "res publica". More than half of the communicators see a significant increase in their influence over the past two years (58 percent). In the case of influencers, the figure is just under two thirds (63 percent). Journalists, PR professionals and influencers alike cite an increased reach as the main cause for influencing public opinion.

The majority of journalists, PR professionals and influencers attest to higher credibility

Despite scandals such as the case of Claas Relotius, which hit the industry hard, a clear majority of journalists see an increase in their own credibility with their target groups (59 percent). Only 16 percent believe that this has fallen in the last two years. Among the PR professionals, 71 percent believe in an increase, exceeded by influencers with 84 percent. For all respondents, the qualitative improvement of their content is the number one reason for the increase.