Cision’s 2023 State of the Media Report has found that “Accuracy” and “maintaining credibility as a trusted news source” are the leading concerns for journalists in the wake of the rise of ChatGPT and other artificial intelligence-driven applications.
The report is the 14th from Cision, a comprehensive consumer and media intelligence and communications platform enabling public relations, marketing and communications professionals around the world to understand, influence and amplify their stories. It revealed that journalists are seeing the impact the emerging technology is having on their industry, and are concerned it will make authentic journalism even more challenging for the future.
The report, featuring responses from more than 3,100 journalists from 17 global markets, brings forward journalists’ concerns about news and content accuracy, and their daily challenge to battle misinformation. “Ensuring content is accurate” was named the top priority by journalists (58 per cent) and was what they perceive as the top priority for their organisation (43 per cent). More than a quarter of journalists (27 per cent) responded that their biggest challenge was maintaining credibility as a trusted news source. Further, when asked about future generations of journalists, many responses focused on reducing “bias” and separating “fact from opinion.”
The findings reinforce the opportunity for journalists and communications professionals to build authentic, trust-based partnerships, advancing a mutual objective of honest, accurate storytelling amidst the changing media landscape, according to Cision chief marketing officer Putney Cloos.
“Now more than ever, journalists are seeking credible data and trustworthy, unbiased sources. Communications professionals can and should come to their aid. Working together, at this critical moment of disruption, journalists and communicators can protect and even elevate journalism,” said Cloos.
The report also found that 40 per cent of journalists said they are relying more on data this year, while 66 per cent said providing data and expert sources is one way for communicators to make their job easier.
Elsewhere, the report revealed that a trend for journalists aiming to increase their audience on LinkedIn and Instagram in the next year, while reducing their reliance on Twitter citing changes to the platform made by new leadership.
“Communications are, and will continue to be, a critical driver of progress for brands, companies, organisations, and communities. The stories we tell and how we tell them matter. Working together, journalists and PR and Comms professionals can navigate the future, preserve the art of journalism, and maintain the trust of the audiences we serve,” Cloos added.
The full report is available for download on Cision’s website.
