72Point & SWNS wanted to conduct research to investigate the pressures and challenges that Journalists were facing in 2024, as well as how they work with PR teams.
This data would feed into a report made available to the PR & Comms industry and a launch event, featuring Susanna Galton & Jane Hamilton discussing the insights.
OnePoll created a survey looking at the challenges and opportunities facing Journalists, in particular focusing on how they work with PR teams, stress levels, and their feelings around AI. In total 37 UK Journalists were polled from a variety of publication types & formats.
We found that lack of resources (49%), and declining audience (46%) were seen as the main challenges, and 43% reported having a high level of stress. 59% felt that they had a positive experience working with PR professionals, but 81% cited irrelevant pitches as an issue here.
When it comes to AI, 24% were using it for content creation, but only 27% think AI will have a positive impact on the future of Journalism (compared to 38% who think it will be negative).