Survey: Press releases remain journalists most trusted information source in APAC
Online press release site PR Newswire, in its latest APAC survey, has revealed that journalists (25%) rate content quality , not readership metrics, as their number one key performance indicator (KPI).
The survey further mentioned that a verified news source is more valuable than ever. For example, 73% of journalists in mainland China believe that news accuracy is their top consideration when assessing the value of a story.
Press releases remain the most trusted source of information, says PR Newswire survey
Press releases remain the most trusted source of information with over twice as many journalists from the majority of APAC markets (eight key markets, not including mainland China) trusting official press releases (27%) over social media channels (10%). Results also show an increase of 5% points for trust in press releases compared to 22% in 2016-2017.
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Furthermore, high-resolution photographs (29%) are the most preferred multimedia element in news coverage by journalists from the majority of APAC markets, with 25% preferring video, followed by infographics (21%).
PR Newswire surveyed nearly 1,000 journalists and media professionals across nine key markets - Australia, mainland China, Hong Kong, Taiwan, Indonesia, Malaysia, Singapore, South Korea, and Vietnam.
Lynn Liu, director of audience development and distribution services said: "For businesses operating globally, enhancing brand awareness and reputation are important tasks where media coverage plays a critical role.
"In the APAC region, it is vital that international businesses understand the shifting media landscape and local journalists' preferences to become even more valuable media partners. PR Newswire is committed to help businesses tell their stories in this diverse and dynamic region."