SOURCE: Marketwire and Society for New Communications Research

society for new communications research


February 19, 2010 13:35 ET

Journalists' Use of Social Media Is Surging, According to 2nd Annual Middleberg/SNCR Survey of Media in the Wired World

Nearly 70% of Journalists Surveyed Are Using Social Networking Sites to Assist Reporting

SAN JOSE, CA--(Marketwire - February 19, 2010) - Use of social media tools by journalists is surging, growing in double-digit percentages in some cases. This is among the key findings of the 2nd Annual Middleberg/SNCR Survey of Media in the Wired World, conducted by the Society for New Communications Research team of Jen McClure, SNCR founder and president, and SNCR Senior Fellow, Don Middleberg. The study was made possible in part by Marketwire.

Major objectives of the study included an examination of:

  • The impact of new media and communications tools on the way journalists work
  • Online resources and social media that are considered the most valuable tools and how they are being used by journalists
  • The frequency of use and preferences for a variety new media and communications tools and technologies
  • Attitudes of journalists toward the impact and value of these new tools and trends in journalism

Another goal of the study was to provide insights as to how public relations professionals can understand these changes in order to work more effectively with journalists, and provide more value to the journalistic community.

Three hundred forty one journalists participated in the survey. Top findings include:

  • Nearly 70% of journalists surveyed are using social networking sites, a 28% increase since the results of the 2008 Survey of Media in the Wired World were released
  • 48% are using Twitter or other microblogging sites and tools, a 25% increase since 2008
  • 66% are reading blogs
  • 48% are viewing videos online
  • 25% are listening to podcasts
  • Nearly 80% of journalists surveyed believe that bloggers have become important opinion-shapers in recent years
  • 91% of journalists surveyed agree that new media and communications tools and technologies are enhancing journalism to some extent

When asked to share their thoughts about how social media is changing the profession of journalism, participating journalists provided a wide range of responses. One respondent answered, "Social media is changing the profession. It has enhanced the dialog between audience and writer and expanded the scope of those who can participate in disseminating news." Another commented, "It is full of peril and promise."

"This study indicates that there is now a large and growing percentage of journalists who view social media and the participation by the public in the journalistic process to be a necessary, and in most cases, positive step in the evolution of journalism," said Jen McClure, founder and president, Society for New Communications Research. "They understand the future of journalism to be a highly participatory, collaborative and dynamic process."

SNCR Senior Fellow Don Middleberg, CEO of Middleberg Communications, added, "While companies are increasingly paying more attention to social media for revenue generation, employee productivity and enhanced consumer loyalty, many do not yet understand the true scope and depth of these new communications tools for journalistic usage. As a result, some companies are losing share of voice among journalists to their competitors. Social media presents a new opportunity to communicate and develop relationships with a whole new generation of journalists through these new channels of choice."

"The definitions and roles of journalists and public relations practitioners have changed significantly over the past few years," commented Paolina Milana, EVP, Marketing/Editorial Operations/Media Relations at Marketwire, corporate sponsor of the study. "Social media is immediate, it is accessible, and it has irrevocably changed the relationship between makers, reporters and consumers of news. The more that all journalistic participants understand each other's needs, how they use various media channels at their disposal, and how they want to work with PR professionals, the better the entire communication process will be."

The research findings will be shared in a complimentary web briefing hosted by the Society for New Communications Research and Middleberg Communications, sponsored by Marketwire. The webinar will take place on Thursday, February 25, 2010 at 10:00 am PT/1:00 pm ET. For more information and to register, visit

The final results will be highlighted in the SNCR's Journal of New Communications Research and published in a full report, which will be available later this month.

About Marketwire
Marketwire is a full-service communications partner to PR, IR and MarCom professionals seeking top-tier press release distribution, media management, multimedia and monitoring solutions. Delivering news to the world's media, financial and social communities, Marketwire offers innovative products and services that help communicators maximize their effectiveness while ensuring accuracy and best practices. More than 11,000 clients worldwide are serviced via Marketwire's 20 offices on four continents. For more information, visit

About Middleberg Communications
Middleberg Communications is a full-service, independently owned public relations agency with specialized expertise in the consumer, corporate and financial services, media, and technology markets. The agency focuses on delivering tangible results that help clients grow their businesses. Hallmarks of the firm are smart, creative strategic thinking; targeted media relations; and unbridled enthusiasm for clients' business goals, all supported by good old-fashioned hard work. For more information, visit

About the Society for New Communications Research
The Society for New Communications Research is a global nonprofit 501(c)(3) research and education foundation and think tank focused on the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society. For more information, call +1 408-266-9658 or visit

Contact Information

  • Media Contact:
    Angi Roberts
    Executive Director
    Society for New Communications Research
    (408) 266-9658