CyberAlert’s blog post, “What the ‘State of the News Media 2014’ Means for PR” discussing Pew Research Center’s 2014 State of the News Media report argues that traditional news doesn’t have to disappear altogether. In fact, the industry has new, more successful ways of channeling their gathering and sharing of news with the help of digital and social media. Mobile and social are changing the game.

Below we’ve listed the top insights and findings from The Pew Research Center’s report:

  • Fifty-four percent of American news consumers use their mobile device to catch up on news.
  • One in ten people who use social media have posted their personal news videos.
  • Eleven percent of online news consumers have sent eyewitness stories to either blog sites or news websites.

In fact, according to a similar article by PBS SoCal, “The real winner in terms of ad growth was mobile—doubling from $4.4 billion to $9.6 billion just between 2012 and 2013.” Consumers are using mobile phones to document and post real-life events in real time on their social media platforms. Several top media companies have started providing paid tablet editions:

PR Significance:

What this means for PR is that it will be easier and more efficient for people in the industry to have content reach audiences because it can be posted on social media platforms and paid media without having to go through traditional media. In other words, traditional media is no longer a major stepping stone in the process. It will now be essential though for the PR industry to use earned, paid and owned information in a mobile-friendly way.

Fewer broadcast stations are originating local news content.

Fewer reporters mean less choices or opportunities to get stories out.

PR Significance:

PR must continue to develop and cultivate relationships with the smaller number of reporters and editors. PR may become more attractive to local newsrooms if they present stories that are rich in video and multimedia content. Newsrooms are finding that they are having difficulty keeping up with leading digital video services. PR companies can achieve more media placements with regular use of graphics and videos.

Facebook is the dominant news source on social media.

Given the growth of online news publications, there is also the growth of online news stories being shared through social media. Social media platforms make it possible to instantaneously view and share news.

Therefore, it is essential to promote news on multimedia channels.

As noted in our recent post on Vocus’ 2014 State of the Media Report, social media has become a dominant medium in terms of relaying news to and from audiences, especially on mobile devices.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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