Country for PR: China
Contributor: PR Newswire Asia (China)
Tuesday, September 10 2019 - 22:12
PR Newswire's APAC Survey Reveals Content Quality is the Top Priority for Journalists
HONG KONG, Sept. 10, 2019 /PRNewswire-AsiaNet/ --

- Asia-Pacific (APAC) journalists (25%) rate content quality - not readership 
metrics - as their number one key performance indicator (KPI). Other important 
parameters include a target number of original news stories and social media 
- Press releases continue to be the most trusted source for news stories, with 
over twice as many journalists trusting official press releases (27%) over 
social media channels (10%). 

As APAC media and PR professionals are getting to grips with rapid 
technological progress and shifting audience preferences, PR Newswire today 
released its Asia-Pacific Media Survey 2019 report to track how journalists are 

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PR Newswire logo

This year's report was PR Newswire's largest ever in the region, surveying 
nearly 1,000 journalists and media professionals across nine key markets - 
Australia, mainland China, Hong Kong, Taiwan, Indonesia, Malaysia, Singapore, 
South Korea, and Vietnam. To help international businesses better understand 
the diverse APAC media landscape, our Audience Development team has also 
compiled a list of the top ten business media[1] in each of these nine markets. 

Despite readership metrics becoming more readily available, 25% of journalists 
indicate that content quality is their top key performance indicator (KPI), 
followed by number of original news stories, e.g. X stories per week, and 
social media engagement, such as social media shares of content. 

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Survey results on journalists’ key performance indicators

This survey found that a verified news source is more valuable than ever. For 
example, 73% of journalists in mainland China believe that news accuracy is 
their top consideration when assessing the value of a story. Press releases 
remain the most trusted source of information with over twice as many 
journalists from the majority of APAC markets (eight key markets, not including 
mainland China) trusting official press releases (27%) over social media 
channels (10%). Results also show an increase of 5 percentage points for trust 
in press releases compared to 22% in 2016-2017. 

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Survey results on journalists’ most trusted source

Verified news sources play an important role as journalists craft their 
stories. When seeking a quote for their stories, journalists from the majority 
of APAC markets are most likely to turn to personal business contacts (60%), 
followed by press releases (51%). 

Other key takeaways from the report include:

High-resolution photographs (29%) are the most preferred multimedia element in 
news coverage by journalists from the majority of APAC markets, with 25% 
preferring video, followed by infographics (21%). 

Journalists are keen to enhance their skillsets to create quality content. 
Relative to our last survey in 2016-2017, journalists across the APAC region 
indicate a higher demand for training on in-depth reporting and interviewing 

Multilingual communication is critical for businesses going global. Journalists 
in Hong Kong, Malaysia, and Singapore responded to this survey in multiple 
languages while close to 100% of journalists in mainland China, Taiwan, 
Indonesia, South Korea, and Vietnam responded in their predominant domestic 
language, reflecting the preferences of their audiences. 

"For businesses operating globally, enhancing brand awareness and reputation 
are important tasks where media coverage plays a critical role," said Lynn Liu, 
Director of Audience Development and Distribution Services. "In the APAC 
region, it is vital that international businesses understand the shifting media 
landscape and local journalists' preferences to become even more valuable media 
partners. PR Newswire is committed to help businesses tell their stories in 
this diverse and dynamic region."

PR Newswire looks forward to discussing the key findings of this survey at our 
upcoming Media Coffee events. To download the full Asia-Pacific Media Survey 
2019 report, please click here: [ 

About PR Newswire

PR Newswire, a Cision Ltd. company (NYSE: CISN), is a leading global provider 
of news distribution and earned media software and services.  In conjunction 
with Cision's cloud-based communications product suite, PR Newswire's services 
enable marketers, corporate communicators, and investor relations officers to 
identify key influencers, engage target audiences, craft and distribute 
strategic content, and measure meaningful impact.  Combining the world's 
largest multi-channel, multi-cultural content dissemination network with 
comprehensive workflow tools and platforms, PR Newswire powers the stories of 
organizations around the world. PR Newswire serves tens of thousands of clients 
from offices in the Americas, Europe, the Middle East, Africa and Asia-Pacific 
regions. For more info, please visit

For further information, please contact: 

PR Newswire's Asia Marketing Team 
+852 2572 8228

[1] Based on monthly unique visitors

SOURCE: PR Newswire

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   Caption: Survey results on journalists’ key performance indicators


   Caption: Survey results on journalists’ most trusted source