Journalists' Trust In Various Sources, 2013 [CHART]
The latest Oriella Digital Journalism Study finds that journalists are using social media for newsgathering, but continue to place an emphasis on trusted sources and pre-existing relationships. For example, 51 percent of journalists said they source new stories from microblogs, such as Twitter and Weibo, but only when they already know the source behind them. When the source is unknown, their use by journalists halved, to 25 percent. By contrast, 59 percent of respondents said they sourced their news from conversations with industry insiders.
The sources most trusted by journalists were academics and other experts, who were trusted by 70 percent of journalists; technical experts in companies (trusted by 63 percent) and analysts (trusted by 49 percent). Company CEOs were trusted by only 41 percent, and actually distrusted by one in eight journalists. The least trusted individuals were politicians, PR professionals, heads of marketing, and community managers – all of whom were more distrusted than trusted by journalists. Read the rest at BusinessWire.