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THE IMPACT OF SOCIAL MEDIA ON RADIO NEWS
~ 56% radio newsrooms rely on social media for story leads ~
Contact: Lynn Harris Medcalf, 404-846-6850
Bethesda, MD – September 8, 2009 – There is no question that social media is responsible for a dramatic shift in the relationship between those who produce news and those who consume it. Consider it another step in the evolution of communications. YouTube, Twitter, Facebook, and blogs, to name just a few, are all incorporating innovative uses of the Internet.
News subscribers are no longer defined as simple recipients of news, getting information by reading newspapers, watching television or listening to reports on radio. Today, consumers of news are also gatherers of news: they participate in creating it, capturing it, and disseminating it.
In fact, in our survey of 50 radio newsrooms in the top 50-markets, News Generation uncovered the impact that social media is having in the newsroom. The survey found that nearly half of the newsrooms (45%) use Twitter and Facebook, to offer their technologically savvy audiences an extension to conventional radio to provide another broadcast platform.
Thirty percent believe that keeping pace with technology and using social media builds listenership loyalty and keeps listeners tuned-in throughout the day. The majority of radio newsrooms (56%) rely on social media for story leads from “citizen journalists,” and 34% of radio newsrooms say social media not only provides leads but can also provide possible sources of information for news stories.
But with the benefits of social media, come some reservations as well. In fact, all of the producers we surveyed said accuracy and credibility are a top priority and the words, pictures, or video of “citizen journalists” must be double and triple-checked against reliable sources. Further, 100% of the newsrooms we surveyed said they do not believe social media will ever replace mainstream media, but rather, will assist in the competitive information environment by breaking news first or getting an “exclusive.”
So how can you use social media to your benefit when pitching? Our survey indicates the growing prominence of these mediums, so be sure to acknowledge the value of blogs, Facebook, YouTube, MySpace, and now Twitter as extensions of stations’ broadcast platform. Follow stations on Twitter, read their blogs, become fans of theirs on Facebook: all of this will help you stay up on the latest developments at stations. This means you’ll be a better pitcher, because you have even more opportunity to tailor your stories to each station’s needs.
News Generation, Inc. is an award-winning public relations services firm specializing in radio. Founded in 1997, the company specializes in utilizing radio techniques, such as radio media tours and audio news releases, to secure earned placements for corporations, associations, non-profits and clients of public relations firms. For more information, visit www.newsgeneration.com.
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