As accuracy and credibility take center stage, journalists around the globe are contending with the disruption caused by AI tools like ChatGPT. This surge of technology innovation within the media landscape is forcing the journalism industry to reconsider its strategies for authentic storytelling.
The details of this challenge have been captured by Cision in its 14th annual State of the Media Report. Cision, the renowned media intelligence platform, surveyed over 3,100 journalists across 17 global markets to bring forth a comprehensive picture of the journalism industry’s current state.
The study reveals a compelling focus on combating misinformation and ensuring content accuracy. Nearly 60% of surveyed journalists named “ensuring content is accurate” as their top priority, while 43% believe it is their organization’s primary concern. Moreover, 27% of participants identified maintaining credibility as their most significant challenge. The report further noted concerns about future generations of journalists distinguishing “fact from opinion” and reducing “bias”.
Putney Cloos, Cision’s Chief Marketing Officer, commented, “At this juncture of transformation, journalists and communications professionals should form trust-based partnerships for honest, accurate storytelling.”
With the increasing dependence on technology, journalists expressed concerns and optimism about AI’s role in the future of journalism. The consensus highlighted the need for journalists to adapt to AI advancements and leverage them to enhance their work.
Data has emerged as a vital aspect of modern journalism, with 40% of respondents reporting increased reliance on it this year. Additionally, 66% of journalists suggest that providing data and expert sources can aid communications professionals in making their jobs easier.
As media landscapes evolve, so do the platforms where journalists and communications professionals connect and share their work. With changes in leadership at Twitter, journalists aim to broaden their audience on LinkedIn and Instagram while reducing reliance on the microblogging site. They anticipate increased use of platforms like Instagram, TikTok, and YouTube, which have grown in popularity.
Cloos stated, “Communications are a critical driver of progress. 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.”
To get a more in-depth look at the report’s findings, you can download the 2023 State of the Media Report.