HIRING A JOURNALIST What Journalists Need to Succeed Inside Brands

HIRING A JOURNALIST

© 2018 MYNEWSDESK 2

HIRING A JOURNALIST

© 2018 MYNEWSDESK

Many companies say they want to hire journalists, hoping seasoned media professionals can elevate the quality of the content they produce. Our survey of over 3,000 journalists and communicators shows that making the transition from independent media to brand journalism could be challenging.

Find out more about journalists’ attitudes about working on behalf of brands, and the steps companies can take to reduce barriers and increase the chance of a happy union.

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Matchmaking journalists with brands

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We often hear that the journalism profession is under siege—that the traditional media model is no longer financially sustainable, reporters and feature writers are being squeezed to do much more with less, and overall fewer jobs are available to professional journalists. This is partially true.

The Danish Union of Journalists, for example, reports the number of full-time employees at Danish newspapers has decreased 32% in 6 years. In the US, the number of journalists employed full-time dropped from 36,700 in 2014 to 32,900 in 2015.

Yet the picture isn’t as simple as “jobs in journalism are dwindling.” Traditional media companies are indeed employing fewer journalists as full-time

staff writers. But as some jobs become more scarce, others are opening up. Rather than hiring journalists as full-time reporters, correspondents or analysts, media companies are instead hiring journalists as freelancers—a trend we expect to continue in the coming years.

In the UK, for example, the number of freelance journalists is increasing—from 15,000 to 25,000 during the period of 2000 to 2015, an increase of 67%. (According to the National Council for the Training of Journalists in the UK, over one-third of journalists define their work arrangement as freelance.) “Freelance journalism is no longer an ‘atypical’ form of work,” according to the European Federation of Journalists.

Shifting Opportunities in the Field of Journalism

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New journalism opportunities that weren’t available a decade ago are also opening up. Media companies are expanding their revenue models to include more native advertising (or what is sometimes called sponsored content). To fill these roles, they need the type of credible, rigorous storytelling that journalists offer. And brands are expanding their content marketing efforts, fighting to hire the best writers and reporters who can help them attract an audience. Content marketing—also referred to as brand journalism—refers to the way both B2B and B2C companies have moved away from advertising in favor of behaving more like media companies, publishing content to educate, inform and inspire their audiences.

Journalists are in the perfect spot to meet these growing needs—if there is willingness to do so. The opportunities for journalists outside traditional media are myriad. In addition to the financial benefits of working for brands—some of which pay highly competitive rates for specialized expertise and analytical skills—journalists can explore a

Survey Methodology

Mynewsdesk conducted a quantitative survey in June 2017 of journalists, editors, freelancers and communicators from the United States, United Kingdom, Ireland, Sweden, Norway, Denmark, Germany, Austria, Switzerland, Finland, Australia and Canada. The survey garnered 3,175 responses across two major categories: journalists (65%) and communicators (35%).

wider publishing ecosystem, build their personal brand, grow competence in digital media skills and diversify their portfolios.

Our research shows that, globally, just 20% of all journalists are currently open to the idea of working for brands—a number we expect will inch up as the media world continues to evolve. But why is this figure so low? How can brands make brand-side reporting and storytelling more attractive for professional journalists? And are brands ready to integrate journalists into their organizations?

These are the questions we will explore in this report, which is based on a large-scale survey of over 3,000 journalists and communicators. Findings from the research are part of a more extensive series exploring the working relationship between journalists and brands. To read more in the series, visit http://bit.ly/journo2018.

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How do you feel about hiring journalists to work on behalf of your brand to help publish editorial or news-style content in your industry?

While traditional journalists show some trepidation about working for brands, people working inside companies don’t share the same concerns. Our research shows 36% of companies already use journalists for storytelling and PR—and the ratio is considerably higher in English-speaking countries (US, UK, Canada, Australia and Ireland), where 43% use journalists.

Adding up those who either already use journalists or are willing to do so, we see more than two-thirds are amenable to the idea. And it’s not surprising given that journalists bring with them a level of professionalism and discipline, as well as extensive networks, to their roles inside companies.

Brands Ready to Hire JournalistsHow communicators feel about hiring journalists (global results)

36% Currently use journalists

for brand storytelling and PR

29% I believe hiring journalists

is a good step

22% We haven’t had the need

to hire a journalist10% I don’t think journalists are a good fit to work in PR or marketing roles

3% We are actively searching for a journalist

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“Good journalists realize

the importance of pursuing

meaningful, authentic

relationships. They work hard,

beyond just creating content,

to create strategic win-win

relationships with sources and,

more broadly, with readers and

writers in their field.”

As Cameron Conaway, the 2015 Daniel Pearl Investigative Journalism Fellowship winner and now director of content at Reflektion, explained in CCO magazine:

For brands, journalists offer skills and a mindset they can’t easily find in their existing pool of writers. For example:

• Journalists are more likely to be savvy about using research, interviewing sources and writing under tight time constraints.

• Journalists are adept at telling stories rather than merely reciting facts. Journalists know how to capture attention in a short period.

• Many journalists have subject-matter expertise in the areas in which they specialize, making their voices more credible to a niche audience.

• Experienced journalists have extensive networks and access to subject-matter experts.

Communicators who currently use journalists for brand storytelling (regional results)

English-speaking Countries*

Nordic Countries

DACH Region**

*Australia, Canada, Ireland, United Kingdom, United States

**Austria, Germany, Switzerland

38%

36%

43%

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Journalists Need More Information to Make the MoveGiven that 68% of brand-side communicators are either already using journalists or are willing to do so, how does this compare to the journalist perspective?

Journalists feel trepidation. Just 8% globally report they currently work on behalf of brands, and roughly 1 in 4 are “open” or “enthusiastic” about the idea. Older journalists are more likely to view the idea with suspicion.

What we also find fascinating is the difference in attitudes across countries. For example, just 11% of journalists in Norway are “enthusiastic” or “open to working with brands,” while 31% of those in the UK say the same.

How would you feel about putting your skills to work on behalf of a brand, i.e. blogging for a branded media site, writing for a brand magazine, etc.? (Choose one.)

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22%

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Overall, journalists in English-speaking countries are more open to the idea than those in Nordic or DACH countries. Why the lower interest from journalists in Nordic countries? The answer is likely related to greater degrees of digital innovation in those countries. Traditional media outlets in Nordic countries have done a much better job of propping up digital subscription rates—as high as 15% in Norway, 12% in Sweden, 10% in Denmark and 7% in Finland. Greater success with traditional media in these countries may mean journalists don’t feel the same pressures they do in other regions.

While there is some degree of distrust among journalists across the globe about transitioning to brands, there are plenty of reasons to believe that more journalists will consider jobs inside non-media companies—even if they aren’t prepared to do so today. Why?

“I currently work for brands” “I’m open to working with brands.”

Norway 2% Norway 11%

Sweden 9% Sweden 14%

UK 11% UK 31%

Finland 15% Finland 26%

Germany 8% Germany 21%

Denmark 10% Denmark 17%

Global 8%GL Global 21%GL

*Answered by Journalists *Answered by Journalists

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Demographics: Younger journalists are more open to the idea of working on behalf of brands. 36% of those surveyed who have fewer than 7 years of experience are either already working for brands or open to the idea (compared to 27% of those with more than 15 years of experience). This likely reflects a demographic shift in how consumers get their news, and a willingness to consider non-traditional sources as worthwhile. Research from Reuters Institute, which surveyed consumers from over 30 countries, finds younger generations are much more likely to get news online than from traditional sources such as print and television. (64% of those aged 18 to 24 get their news online, compared to 28% of those over 55.) Online “news” is a mix of stories from traditional media, new media companies, and even perspectives and opinions from family and friends.

Lack of stable work from media companies: We asked journalists what worries them about their profession, and 70% cite stability as a key concern. The industry as a whole is facing tremendous disruption—most recently from the ways traditional media is funneled through social media. As Roy Greenslade, Guardian columnist and professor of journalism at City, University of London, explained to The Guardian: “What we thought would be a transition from mainstream to digital, which was already a big disruption, is now being disrupted by ‘new’ digital tools, such as Facebook, Twitter, Pinterest and Instagram. Social media companies need to realize they do need us. And I think at the moment they don’t. They think they can use us and abuse us, but gradually they are killing the goose that lays the golden egg.” While media companies try to sort out how to deal with this newest threat to financial sustainability, the outlook for journalists in the industry remains uncertain.

70% of journalists worry about

professional stability

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30% of journalists worry about

pressure from advertisers

Pressure from advertisers: Interestingly, the negative stereotypes about working for a non-media company—such as publishing self-serving information—can arguably be applied to media companies as well, which are under tremendous pressure to make money and so may be more likely to bend to sponsors’ demands. Examples abound of media companies giving in to pressure from advertisers. Most common are the complaints about how media companies treat sponsored content on their sites (critics argue not enough is done to clearly label it as advertising).

Detractors also say that media companies give special treatment to sponsors in their reporting—for example, the criticism leveled against The Telegraph for its editorial concessions to sponsor HSBC.

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Questions about Quality: Just as journalists question the quality of work inside brands, so too are they questioning the quality of work inside media companies. 44% say the “dumbing down of news” is a concern.

Job pressures: An annual survey by CareerCast, which ranks the most stressful jobs, shows journalism occupied two of the top 10 spots for the second year in a row (broadcaster was ranked 8th and newspaper reporter placed 9th). Journalists are being asked to do more with less; in addition to reporting, they are having to build audiences on social media, learn how to use other content formats, such as video editing or podcasting, and having to publish more content in less time.

Given what we know about the pressures facing journalists inside traditional media, we believe more and more journalists will consider making the transition. Brands offer well-remunerated, stable work inside marketing and communications organizations—whether as employees or freelancers. And while it may not be true across the board, there is a sizable number of brands publishing high-quality content—from well-researched and investigated research studies to print magazines of the highest editorial quality. In short, journalists today have other options. 44%

of journalists are concerned about

the dumbing down of news

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Making Brand Journalism More AttractiveFor those working on behalf of brands, these findings should be a call to action to help journalists understand the opportunities in brand journalism, and also to make working conditions attractive to journalists inclined to leap over.

First, many journalists just aren’t aware of the opportunity for rigorous, creative storytelling. And it’s not only the big consumer brands like Starbucks that are publishing quality content. Smaller companies—particularly those in tech and new media—are showing tremendous craft in storytelling. Consider the case of Mattermark. Alex Wilhelm, a former reporter for TechCrunch, transitioned to become editor-in-chief at Mattermark from 2016 to 2017; the brand has become known for its rigorous journalism in the tech startup space. Similarly, Jyske Bank in

Denmark has embraced the idea of brand-turned-media company, producing its own web television channel devoted to financial news and analysis.

Even more, companies must think carefully about the conditions that will make journalists fulfilled and satisfied. The type of workplace that will help journalists thrive include:

• A culture of risk-taking and creativity: Journalists want to work for brands that believe in telling original, engaging, even risky stories. They don’t want to merely crank out assignments that someone else has come up with.

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• Access to experts: To deliver meaningful content, journalists will want to learn from experts—both inside and outside of your organization. Think of journalists as analysts who write, not copywriters. The best hires are intellectually curious and will help ideate original stories.

• A creative team: Journalists should never be hired to spearhead all content efforts single-handedly. Instead, they should be part of a group that includes technologists, data scientists, editors, designers and any other multi-disciplinary talent that contributes to the success of digital publishing. Excellent reporting alone cannot get your company found online.

• A commitment to editorial quality: More than any other issue, a commitment to quality will either save or torpedo a relationship with a journalist. Will they have a degree of editorial independence and creative leeway? Will they be welcome to interview the very best source for a story—even if that person is outside of your organization’s walls? Will your journalist have a qualified editor to help them mold their work into something even better?

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• Independence: While working for brands doesn’t afford the same editorial autonomy available from media companies (in fact, by definition working for a brand is not independent), it’s critical that journalists feel they have a degree of creative control. Will your hire have to endure multiple rounds of wordsmithing by many silos within the organization (e.g., legal, PR, communications, marketing)? Will they feel empowered to identify exciting stories, or will they feel pressure to “stick to the script?” Will they have a hand in defining your editorial strategy? All these are key to developing a fruitful collaboration.

Just as media companies are proud of their traditions of editorial excellence and journalistic ethics, so too are many companies proud of their

corporate cultures and values. The latest Edelman Trust Barometer shows three-quarters of people agree: “A company can take specific actions that both increase profit and improve the economic and social conditions in the communities in which they operate.” For those organizations that have clearly defined values, and are inspired by something bigger and more interesting than pure profit, hiring talented journalists provides an incredible opportunity for brands to improve their storytelling efforts . The challenge is to help journalists understand—and build on—their aspirations.

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