news aktuell Trend Report 2019: Journalists Continue to be the Most Important Influencers for PR Professionals in Germany

Journalists confident despite crisis in the industry Journalists confident despite crisis in the industry Despite declining print circulations and growing competition from new formats on the social web, 43 percent of the journalists surveyed attest to the social web having an increased impact on the formation of public opinion. PR professionals are even more confident about their impact on the "res publica". More than half of the communicators see a significant increase in their influence...

HAMBURG, Germany, 20/11/2019 (informazione.it - comunicati stampa - internet)

Despite declining print circulations and growing competition from new formats on the social web, 43 percent of the journalists surveyed attest to the social web having an increased impact on the formation of public opinion. PR professionals are even more confident about their impact on the "res publica". More than half of the communicators see a significant increase in their influence over the past two years (58 percent). In the case of influencers, the figure is just under two thirds (63 percent). Journalists, PR professionals and influencers alike cite an increased reach as the main cause for influencing public opinion.

Despite scandals such as the case of Claas Relotius, which hit the industry hard, a clear majority of journalists see an increase in their own credibility with their target groups (59 percent). Only 16 percent believe that this has fallen in the last two years. Among the PR professionals, 71 percent believe in an increase, exceeded by influencers with 84 percent. For all respondents, the qualitative improvement of their content is the number one reason for the increase.

Insufficient time and a lack of budget are the biggest career stallers for journalists, PR professionals and influencers. In comparison, journalists (48 percent), company spokespersons (51 percent) and influencers (56 percent) suffer the most from the exceedingly tight timelines, while communicators from agencies find their work more difficult (62 percent) because the budget is too low. However, the argument "too little time" is directly followed by PR agencies in second place (48 percent).

news aktuell, a subsidiary of the Deutsche Presse-Agentur (dpa), provides companies and organizations with effective access to both the media and consumers. Utilizing the smart tools "ots" and "zimpel" PR content reaches all media formats, including classic print titles, wide-reach online portals or social networks. In addition, news aktuell publishes all of its clients' PR content on www.presseportal.de, one of Germany's widest-reaching PR portals. Thus, all relevant multipliers are reached worldwide, ranging from editors and digital influencers to specialist bloggers and interested consumers. Communications specialists from all over Germany rely on the expertise of the dpa subsidiary. news aktuell has been on the market since 1989 and employs over 135 people. The company is based in Hamburg . Further locations include Berlin , Düsseldorf, Frankfurt and Munich .

news aktuell GmbH
Janina von Jhering
Deputy head of corporate communications
Phone: +49-40/4113-32598
vonjhering@newsaktuell.de
https://twitter.com/JvJhering

Photo: https://mma.prnewswire.com/media/1033047/news_aktuell_Trendmonitor_Summary.jpg