Digital and social media have been prominent buzzwords in the communications business, where professionals are increasingly leveraging interactive tools to gather information and communicate with more targeted and global audiences. The impact of the virtual world has penetrated the macrocosm that is the Indian media. The Media Insights report, conducted by multidisciplinary communications firm 20:20 MSL in collaboration with the Indian Institute of Mass Communications, sheds light on the spark behind the ideation and execution of a journalist’s story in the present-day scenario. The report is based on one-on-one interviews conducted with a stratified sample of 309 journalists from regional and national publications across the country. Our agency in India - 2020MSL - brings insights into the growing redundancy of the one-time star of the communications world – the press release with this study. The waning interest in the standard-format, and now mundane, document stems from a clutter of corporate news releases that media outposts are faced with on a daily basis. Additionally, a common sentiment that journalists have expressed is the need for first-hand fact-checking before their stories are filed. This is precisely the need that social networks fulfill. Even while adherence to convention may be the risk-free way to go, what communications professionals must understand is the scope for successful storytelling and message delivery through a social interface that empowers users to exchange content and facilitate meaningful conversations and actions.

1. #MEDIAINSIGHTS REPORT
EVOLVING SOURCES OF NEWS FOR MEDIA – A STUDY

2. About 20:20 MSL:
20:20 MSL is one of India's largest multidiscipline
communications firms and a leader in the area of specialty
communications services including corporate reputation
management, strategic media relations, analyst relations, social
media, crisis and issues management, events and activation
services. The firm is also the acknowledged leader in technology
communications space in India. Through its powerful network of
more than 150 staff across offices in Mumbai, Delhi, Bangalore,
Chennai, Kolkata, Hyderabad and Pune, as well as the reach of
the MSLGROUP and Publicis Groupe international network,
20:20 MSL partners with more than 100 leading Indian brands
and multinationals to deliver world-class communications.
About IIMC:
The Indian Institute of Mass Communication (IIMC) is one of
India's premier institutes for training, teaching and research in
mass communication. Set up to impart quality education and
conduct research with special reference to the socio-economic
growth in the country, it was set up by the Government of India in
1965 on the recommendation of a team of internationally known
mass communication specialists from UNESCO and the Ford
Foundation.

3. With a tremendous media explosion and the proliferation of large
amounts of data online (especially on social media) and the emergence of
more than 300 round-the-clock news channels, the speed at which
information is sourced, sifted and included in news stories has undergone
a paradigm shift. 20:20 MSL, one of India's premier Public Relations firm
and the Advertising & Public Relations Department of the Indian Institute
of Mass Communication (IIMC) joined hands to research the changing
patterns of news sourcing by journalists and their effect on the news
writing.
The current research, exploratory in nature, has been undertaken with a
view to understanding the changing patterns of news sourcing by media
persons and the concomitant effect on news story writing. This first-of-its-
kind research combined the academic expertise of IIMC with the
professional rigour of 20:20 MSL to arrive at insights that would benefit
India's media and communications industry.
The findings of this study are aimed at benefiting PR/communication
agencies and practitioners in leveraging their strategies and tactics.
Mr. Sunit Tandon, Director General, IIMC
&
FOREWORD
RESEARCH TEAM:
IIMC Research lead : Professor Jaishri Jethwaney, PhD.
Team members : Krishna Pandey, Narendra Singh Rao and Prarthana
&
20:20 MSL
The research was conducted through one-on-one interviews with a
number of journalists based in Delhi and telephonic interviews with
journalists from various other cities and towns. A stratified sample of 309
journalists was identified, encompassing a cross-section of 239 English
and 60 Hindi-language print media outposts, news and business television
channels and digital media organizations. Ten other journalists were
selected from Bengali, Gujarati, Marathi, Tamil and Telegu media.
A pre-determined and encoded questionnaire for face-to-face interviews
was designed along with a research guide for telephonic interviews.
Researchers on the team comprised seasoned media and communications
academicians and practitioners from IIMC and 20:20 MSL.
The research operates on the hypothesis that digital and social media have
become important sources of research and news sourcing for journalists.
The research universe was drawn keeping in view, the state of Internet
penetration in the country. The sample was carefully chosen to cover a
cross section of media in metro and mini metro cities of India.
It is planned to undertake a series of such research studies in future that
would cover language & regional media adequately.
METHODOLOGY
Chetan Mahajan, Managing Director, 20:20 MSL

4. PROFILE OF RESPONDENTS
Total = respondents309
Experience (in years)
North
215
South
45
West
38
East
11
15%
70%
12%
3%
Number of journalists by region
68%
Male
211
32%
Female
98
Over 21 yrs.
16-20 yrs.
11-15 yrs.
6-10 yrs.
Less than
5 yrs.
7%22
40 13%
110 36%
105 34%
32 10%
Gender ratio

5. By beat (multiple response)
Science &
Tech
Business &
Corporate
21%
Development Political Lifestyle &
Entertainment
15% 3% 10% 5% 29%12%5%
Legal Sports Others
86 64 21 49 44 20 12113
By media type
10%
Financials
31
6%
Business
Magazines
19
4%
Trade
Magazines
13
14%
Other
Magazines
43
12%
Electronic
38
31%
Mainlines
95
18%
Wire
54
5%
Online
16
By Language
The universe comprised mainstream newspapers and magazines, financial and
trade papers, wire agencies, online portals and news channels. The journalists
from various media were represented as reflected in the chart below.
Bengali
Marathi
4 1%
2 1%
Gujarati
Hindi
0%1
60 20%
Telegu 2 1%
1 0%Tamil
English 77%239
PS: Since there are some
journalist who cover more than
one beat, the total will not
reconcile with the total number
of respondents i.e. 309 - this
content needs to be moved to
the next page. This is applicable
for "By Beat (multiple
response)" section.

6. CONTENTS
Key Findings
The Number Game
The First step to the big story
The Press Release Story
Most Importantly, Are they used?
How are they used?
Talking about favourite sources
What about genuineness of the source?
Is gender a barrier?
The net connect
What is the social quotient?
Most 'likes' for facebook
07
08
10
15
19
21
24
27
30
33
37
40

7. KEY FINDINGS
PR/communication agencies
and companies need to use the
Net vigorously to reach out to
the journalists faster.
Communication agencies are
best placed advising their
clients to post crisp content,
sound bytes, clips and pictures
on their web sites as journalists,
especially in crisis situations,
look for authentic pieces of
information amid grapevine.
They also look for quotes from
company spokespersons that
could easily be made available
through company web sites.
The traditional way of writing and
sending press releases has long
become outdated. There is
clearly a need to reinvent touch
points, formats, styles and
objectives of press releases when
over 47% journalists use less
than 10% of the press releases
they receive.
It is crucial for the sources of
dispatching news releases to be
exclusive. Checking on the
veracity of sources involves
identifying more innovativetouch
points across social media,
company web sites and blogs,
among others.
A majority of journalists cutting
across age, gender and
specialization use the Internet
to develop their stories. The
benefits they garner from the
digital space range from story
conceptualization and content
validation to background
research and insights into
current and evolving news
updates and trends.
Social networking sites have
evolved as an important
platform for journalists, who
leverage them to gauge public
opinion during crisis situations.
Company websites are accessed
to get authentic information,
especially for quotes.

8. 8
The first section of the questionnaire focused on how many stories journalists
write per week and what triggers their story ideas.
Conversations with the 309 journalists interviewed reflect that the number of
stories journalists write declines as their level of seniority increases. However, the
number of stories they edit makes up for the time spent away from writing and
reporting. Also, the research indicates that journalists from the North contribute
the most number of stories.
Senior journalists write lesser stories than
their younger counterparts #mediainsights
Journalists in the North contribute the
most number of stories #mediainsights
THE NUMBER GAME
SECTION 1

9. 9
South
Between 1-5
Between 6-10
Between 11-15
More than 15
Between 1-5
Between 6-10
Between 11-15
More than 15
Between 1-5
Between 6-10
Between 1-5
Between 6-10
Between 11-15
East WEST
North
8%
46%
12%
34%
24%
69%
05%
02%
18%
82%
10%
3%
58%
29%
THE NUMBER GAME
SECTION 1

10. 10
THE FIRST STEP TO THE BIG STORY
The research sheds light on how journalists conceive story ideas. Internal
meetings, tip-offs, events and primary research were the most popular
sources with 63 percent of journalists relying on these activities for story
ideas. Internal brainstorm sessions and editorial meetings were found to be
the most preferred sources for generating fresh content-related ideas. Online
content and social networks seem to be triggers for the same pie of journalists
across all experience levels.
In an informal interview chat, one of the journalists said that reading and
surfing could provide some cues, but that it was sheer hard work when one
finally wrote a story. There was no way “one could do desktop stories’’, said
another journalist. Yet, another journalist felt that the Net could provide a
trigger. Seasoned journalists, more often than not, develop sustainable
relationships with their sources, consult experts and interview key people to
get the flavour for the subjects they are reporting on.
Looking specifically at regional variations in story conceptualization, more
journalists from the South look for story triggers in competitive media vis-à-
vis other regions. The regional analysis also indicated that most journalists
from East draw on events to evolve fresh story ideas. The popularity of
interactive formats provides an immense opportunity for corporates to reach
out to media in the East through press events.
SECTION 1
Internal brainstorming
meetings are the
biggest source of story
ideas #mediainsights
In terms of getting story
ideas, age is no bar as
far as reliance on online
media is concerned
#mediainsights
News hooks across
competitive media
serve as story idea
triggers for 16% of
journalists in the South,
versus 9% in the North
#mediainsights
Events are more
favored by journalists
in the East, followed
by the North, West and
South #mediainsights
Communications agencies
are most preferred by
journalists covering sports,
followed by those covering
Business & Corporate and
Science & Technology
#mediainsights
Women reporters have a
greater affinity for
communications agencies
versus their male
counterparts
#mediainsights

11. 11
Competition media/
channel/newspaper
10% Tip-off
14% An event
15% Social Network
07%
Online content/news
08% 09% Primary research
13% Others
03%Communication
agencies
THE FIRST STEP TO THE BIG STORY
Internal meeting
decision
21%
SECTION 1

12. 12
THE FIRST STEP TO THE BIG STORY
Internal meeting decision
Competition media
Tip-off
Communication agencies
Primary research
Others
An event
Social Network
Online content
North
South
East
West
20% 9% 13% 16% 8% 8% 9% 13% 4%
26% 16% 16% 7% 2% 10% 10% 10% 3%
29% 6% 15% 20% 3% 3% 6% 18% 0%
20% 11% 14% 14% 5% 6% 8% 19% 3%
SECTION 1

13. 13
THE FIRST STEP TO THE BIG STORY
Business &
Corporate
Lifestyle &
Entertainment
Science &
Tech
Sports
21% 10% 13% 12% 5% 13% 10% 13% 3%
25% 7% 14% 16% 8% 6% 10% 13% 1%
19% 11% 10% 17% 11% 11% 8% 9% 4%
19% 9% 13% 19% 8% 3% 13% 14% 2%
Internal meeting decision
Competition media
Tip-off
Communication agencies
Primary research
Others
An event
Social Network
Online content
SECTION 1

14. I remember that as a Principal Correspondent of a
daily, I would file at least of 3-4 exclusives in a week.
On a daily basis, it used to work out to minimum of two
stories. However, the scenario today hasn’t changed in
terms of numbers but what has perhaps changed is
that I have to ensure that these stories are getting filed.
The first story idea trigger is definitely the way you
track the sector and if there’s any important
development that comes up. Press releases and
company events also serve as important first steps. We
also keep a track of all major publications to ensure
that we have everything important covered.
Sudhir Chowdhary,
Features Head, Financial Express
Anurag Prasad,
Senior Editor, Fortune India
Talking from the perspective of a magazine, the
number of stories are higher for a daily, however the
thing to be kept in mind here is the size of the story.
For a typical 2500 word magazine story, it makes up
for five 500 stories or over eight 300 word stories for
are usually written for dailies. Therefore, this dynamics
have to be considered keeping everything in mind. As
the experience grows, you write lesser stories but of
course, there are responsibilities of reading, rewriting
and editing more stories. As far as story triggers are
concerned, I believe numbers alone don’t make a story,
especially for a magazine. Ideas primarily come from
internal editorial meetings, constantly meeting people
and more recently tracking social media closely.
EXPERT SPEAK
SECTION 1

15. 15
This section offers insights into the growing redundancy of press
releases and the need to explore other communications avenues.
The primary objective of creating and sharing a press release is to
bring a story to life. But that does not always happen. Most press
releases are not even read beyond the first two lines in cases where
the writer has done a brilliant job. While seasoned professionals may
have written off the press release concept as a media outreach tool, it
continues to exist, even as questions arise in connection with the
purpose it serves.
On an average, 44 percent of journalists receive more than 15 press
releases a day. What is surprising is that only 27 percent of journalists
with less than 5 years of experience receive more than 15 releases a
day vis-à-vis a whopping 64 percent of journalists with two decades
of experience and over. It is important to keep senior journalists
posted on key announcements. However, it is imperative to screen the
level of importance effectively. Younger reporters getting fewer press
releases than their senior counterparts may actually mean losing out
on an opportunity. Since seasoned professionals mostly have richer
sources of information gathering, their dependence on press releases
is relatively lesser than that of their younger counterparts.
While receiving the press release is one matter, reading is another –
and definitely more critical. Thirty-seven percent of journalists said
that they read more than 50 percent of the press releases they
received; while 20 percent revealed that they read less than 10
percent. A scanty 4 percent of journalists do not read any press
releases that come their way.
THE PRESS RELEASE STORY
SECTION 2
44% of journalists receive more than 15 press releases a
day #mediainsights
64% of journalists with over two decades of experience
receive more than15 press releases a day #mediainsights
The largest portion of press releases is focused on legal
developments, followed by news updates in the business/
corporate sector and the science and technology space
#mediainsights
37% of journalists read more than 50% of the press releases
that they receive #mediainsights
Younger journalists read a larger number of press
releases vis-à-vis their senior counterparts
#mediainsights

16. 16
Development, Sports, and Science & Technology are the
most popular categories in terms of the topic focus of
press releases #mediainsights
Journalists in the western part of India get the
largestnumber of press releases #mediainsights
Journalists with 16 to 20 years of experience source the
highest proportion of story ideas from the Internet (9%),
compared to the overall average of 4% #mediainsights
Journalists in East India read a greater number of press
releases over their counterparts in other regions
#mediainsights
THE PRESS RELEASE STORY
Seniority predictably plays a key role in the extent to which press
releases are being read. Forty-four percent of journalists with less than
5 years of experience read over 50 percent of the press releases that
they receive as against close to one-half (23%) of their senior
counterparts (with more than 20 years of experience). In this context,
the goals of communication professionals, for whom the press release
remains a key component of their media relations activities, would be
best achieved if they reached out to reporters rather than senior level
editors.
The research indicates that news events across the development and
social sector garner interest with 62 percent of journalists reading more
than 50 percent of related press releases. The sports sector comes in
second at 55 percent, followed by science and technology (39 ).
The West leads the way with the greatest number of press releases
(61% of journalists receive more than 15 press releases a day) followed
by the North (44 ), South (38 ) and East (27 ). Just as events are
more favoured by journalists in the East to get story ideas, press
releases seem to be the region’s favorite as well, with 45 percent of
journalists reading more than 50 percent of the press releases that they
receive. Meanwhile, a mere 24 percent of journalists in the South read
more than 50 percent of the press releases.
%
% % %
SECTION 2

17. 17
THE PRESS RELEASE STORY
How many press releases are received
44%
More
than 15
2%
None
12%
Less
than 5
28%
Between
6 and 10
14%
Between
10 and 15
27%
46%
60%
63%
64%
Less than 5 yrs.
6-10 yrs.
11-15 yrs.
16-20 yrs.
Over 21 yrs.
SECTION 2

18. 18
How many press releases are read
4%
None
THE PRESS RELEASE STORY
18%
Around
10-25%
21%
Around
25-50%
20%
Less
than 10%
37%More than
50%
SECTION 2
23% Over 21 yrs.
31%
33%
35%
44%
16-20 yrs.
11-15yrs.
6-10 yrs.
Less than 5 yrs.
27% Business & Corporate
Science & Tech
Development
Political
Legal
Lifestyle & Entertainment
39%
62%
37%
31%
32%
55%
49%
Sports
Others

19. 19
Clearly, press releases are received and some are read. But whether they
are used is what makes or breaks it.
Only 6 percent of journalists across all categories said that they don't use
the press releases in any context. A proportion of 48 percent stated that
they used less than 10 percent of the press releases they received. While
this percentage might be low, it could also reflect the quality of the press
release in question, or the level of importance and newsworthiness the
announcement holds. Additionally, 7 percent of journalists said that they
used more than 50 percent of the press releases that reached them.
With experience, the rate of journalists' dependence on press releases
goes down too. This also supports our previous data points of senior
journalists reading fewer press releases as compared to their younger
counterparts. While 10 percent of journalists with less than five years of
experience use more than 50 percent of press releases for building their
stories, the percentage drops to 3 percent for journalists with an
experience of 16-20 years behind them.
MOST IMPORTANTLY, ARE THEY USED?
Only 6% of journalists don’t use press
releases for building stories #mediainsights
9% of journalists use more than 50% of
press releases for conceptualising stories
#mediainsights
Senior journalists use fewer press releases
for stories than their younger counterparts
#mediainsights
SECTION 2

20. 20
MOST IMPORTANTLY, ARE THEY USED?
7% Less than
5 yrs.
6-10 yrs.
11-15 yrs.
16-20 yrs.
Over 21 yrs.
10%
7%
5%
3%
5%
None
Less than
10%
Around
10-25%
Around 25-50% 13%
26%
48%
6%
More than 50%
SECTION 2

21. 21
A press release goes through various life stages before it actually takes
the shape of a story and gets published. It is created and sent to
journalists, who may choose not to read it. And if they do, they may
choose not to use it. If they get used to the press release format, what is
the final outcome? That’s the question that we will seek to answer in this
section.
Overall, a good press release is seen more as an idea for a story, than the
story itself. 56 percent of journalists believe that a worthy press release
serves as a story idea versus 9 percent who may use it as the story itself.
Not to mention the remaining 35 percent of journalists who draw on
selective press releases to develop a major portion of content for their
stories.
The research ascertains that as journalists gain more experience the
need to showcase novel ideas keeps spiraling upwards. While 10 percent
of the journalists with less than 10 years of experience may use a good
press release as a story in itself, the pie becomes half (5%) for journalists
who have over two decades of experience.
If we look at East, while no journalist may use the press release as a story
in itself, 64 percent of the journalists agreed that they use press releases
as major content of their story and 36 percent utilise them as story idea
triggers. Journalists in the North, South and West use press releases as
triggers for story ideas, followed by major content for their stories and
lastly as a story in itself.
Science and technology, and development sectors have an advantage
over other sectors, since these press releases are often used as a story in
entirety – 17 percent and 19 percent respectively. 60 percent of the
journalists use business and corporate press releases to generate story
ideas whereas the percentage goes up to 70 percent for the sports news.
Looking at the gender analysis specifically, while 30 percent of the male
journalists use the press releases for major story content, the percentage
goes up to 44 percent for the women counterparts.
HOW ARE THEY USED?
A good press release is seen more as an idea for a story,
than the story itself #mediainsights
35% of journalists use press releases as a major source of
content for their stories #mediainsights
The proportion of senior journalists who use press releases
as a story in itself is half that of their younger counterparts
#mediainsights
Journalists in the North, West and South display similar
behavior in terms of how they use press releases; East differs
#mediainsights
Press releases from the Science & Technology and
Development sectors are used as stories in themselves to a
greater extent than press releases from other sectors
#mediainsights
More women journalists use press releases as major content
source versus their male counterparts #mediainsights
SECTION 2

22. 22
HOW ARE THEY USED?
A story in itself Major content for a story An idea for a story
NORTH SOUTH EAST WEST
9%
12%
8%
6%
5%
35%
31%
38%
47%
27%
56%
57%
55%
47%
68%
Less than 5 yrs.
11-15 yrs.
Over 21 yrs.
16-20 yrs.
6-10 yrs.
11%
39%
50%
04%
27%
69%
64%
36%
5%
13%
82%
A story in itself
An idea for story
Major content for a story
SECTION 2

23. I feel that press releases give a brief overview of the
subject at hand but are not comprehensive enough to
convey the whole story. While I read about 50% of the
press releases that I get in a given day I only use them
if they are deemed newsworthy. I feel compelled to
read further if the first paragraph is interesting enough,
the subject line or the headline does not make much
difference to me. While I have no preference for a
specific format I would like to have the release in the
body of the email rather than as an attachment. I also
feel that follow ups are not important at all and if the
release is interesting enough it will get picked up and
follow ups don't help in achieving coverage.
Venkatesh Ganesh,
Special Correspondent, Hindu Business Line
Sudhir Chowdhary,
Features Head, Financial Express
We get about 20-25 press releases in a day and
definitely, the subject line is what makes us read it. And
then of course, follow ups serve as reminders, but they
should be limited to very important press releases
only. Once we open the email, it is the headline and the
first paragraph that either makes it to the story or not.
EXPERT SPEAK
SECTION 2

24. 24
The study takes a closer look at what sources journalists most rely on during the course
of their formative research for a story.
Most journalists (62%) prefer getting their information directly from the source, while
choosing multiple options in the questionnaire. This could mean opting for interactions
with the concerned spokesperson, engaging in a site visit, referring to company websites
as a content source. This is reason enough for companies to ensure that they have an
updated website, and more so, an updated news room. When they had to choose just one
option, 67 percent of journalists vouched for interviews with the concerned person and
visiting the company's website as their most preferred content research activities. Social
media took a relatively small portion of the pie with a miniscule 8 percent of journalists
opting for this source as a content research platform.
In a one-on-one interview, a business correspondent said that talking with analysts was
another popular source of information. Product reviews were written after personal
experience of using the products and experiencing its pros and cons.
Breaking down to the regions, in the West and North, 63 percent and 56 percent
(respectively) of journalists rated interviews with spokespersons as their most favoured
source of gathering information. In the East, this proportion is much lower at 27 percent.
This also reflects the fact that most large corporate offices are based out of Mumbai,
Delhi or Bangalore, thus offering a greater opportunity to meet company
representatives. While the East's preference for spokesperson interactions might be low
at 27 percent, it ranks highest in its access of information from company websites, with
36 percent of journalists vouching for it.
TALKING ABOUT FAVOURITE SOURCES
SECTION 3
63% of journalists in the West and 56% in
the North prefer spokesperson interactions
for researching on stories #mediainsights
Younger journalists, who are more digital
media savvy than their seasoned
counterparts, use social media platforms
for content research #mediainsights
67% of journalists prefer company websites
or interactions with spokespersons to
research on their stories #mediainsights
While only 27 of journalists in the East
prefer interviews for gathering information,
36% prefer referring to company websites
#mediainsights
%

25. 25
TALKING ABOUT FAVOURITE SOURCES
While choosing multiple options
Social media
8%
Web sites of
organizations 138
%17 Tip-off from
sources (known)
15%15%
Stories in print or
electronic media
11%16%
Site of the event
16%
Interviews with the
concerned
29%
Tip-off from sources
(unknown) {34}
4%4%
SECTION 3

26. 26
TALKING ABOUT FAVOURITE SOURCES
North
South
East
West
Stories in print or
electronic media
Interviews with the
concerned
Web sites of
organizations
Tip-off from
sources (known)
Social media
56%
47%
27%
63%
10%
11%
09%
16%
04%
09%
00%
00%
11%
09%
36%
16%
19%
24%
27%
05%
SECTION 3

27. 27
WHAT ABOUT GENUINENESS
OF THE SOURCE?
The research examines how journalists establish the credibility of their
sources and the information they have received.
Cross-checking from various sources was the most preferred route to source
authenticity, with 55 percent of journalists choosing this option. Speaking with
the concerned company representative is the next in line, with 37 percent of
journalists declaring their preference for it. A scanty 8 percent relied on
intuition to verify a source's credibility. The preference for gut feel is lower in
journalists with 6-10 years of experience (3%) vis-à-vis journalists with more
than two decades in the field (20%).
Taking cues from the previous section, 92 percent of journalists in the East
preferred to cross check from various sources. However, their dependence on
interviews was low with only 8 percent of journalists choosing this option.
Journalists from this region displayed little or no reliance on gut feel as a
precipitating factor for checking the genuineness of their sources.
Overall, men exhibited a stronger gut feel dependence quotient, with 9
percent of male reporters relying on intuition to authenticate their sources, as
against 4 percent, among women journalists.
SECTION 3
8% of journalists depend on gut instinct to
verify the authenticity of their sources
#mediainsights
Journalists in the East majorly rely on cross
checking information for ensure
authenticity of the source #mediainsights
To ensure authenticity of the source, cross-
checking is the most preferred tool among
journalists #mediainsights
The greater the journalist’s level of seniority,
the stronger his or her reliance on gut
instinct #mediainsights
Men rely more on gut-feel vis-à-vis women
journalists to authenticate sources
#mediainsights

28. 28
WHAT ABOUT GENUINENESS OF THE SOURCE?
55% 37% 8%
Through cross checking
from various sources
Speaking with the
concerned spokesperson
Gut feeling
SECTION 3

29. WHAT ABOUT GENUINENESS OF THE SOURCE?
29
55% 59% 60% 55% 48%
%37 39% 36% 31% 32%
08% 03% 04% 14% 20%
Less than 5 yrs. 6-10 yrs. 11-15yrs. 16-20 yrs. Over 21 yrs.
Through
cross checking
from various
sources
Speaking
with the
concerned
spokesperson
Gut feeling
SECTION 3

30. 1430
Another component of the research focused on the role of gender in reporting. Overall,
the result was encouraging as 89 percent of the journalists interviewed said that the
gender of the source was immaterial. However, looking at the regional analysis, 9
percent of journalists in the East avowed that the gender of the source was extremely
important. This perception was non-existent in the West and South.
While speaking to journalists, it is evident that some biases do creep in when it comes
to the subject of the story. While those covering the Development and Social sectors
have no gender bias, the ratio falls for categories like Legal, and Science & Technology.
Twenty-three percent of journalists covering the legal space revealed that the gender of
their sources was important to ‘some extent’ while 17 percent of Science & Technology
reporters echoed this view.
IS GENDER A BARRIER?
Journalists covering the Developmental
and Social sectors have no gender bias
#mediainsights
17 of journalists covering Science &
Technology declared that the gender of
the source is important to ‘some extent’
#mediainsights
%
The gender of a source does not matter for
89% of journalists #mediainsights
23% of the journalists covering legal
developments feel that the gender of the
source is important to ‘some extent’
#mediainsights
SECTION 3

31. 31
Only to some extent
Definitely
Not Really
9%
2%
89%
IS GENDER A BARRIER?
SECTION 3

32. If we talk about sources for doing a well-rounded story,
analysts are getting extremely important. This is also
keeping in view that company spokespeople are getting
very repetitive. There are very few spokespeople who have
that spark to keep a conversation going, without sounding
the same every time. I feel that not having opinionated
spokespersons is hurting the companies - if your
representative is a walking press release, then perhaps you
don't want to talk and hence industry experts like analysts
become important to get the pulse of the issue in question.
As far as genuineness of the source is concerned, cross-
checking is critical. We have industry sources – distributors,
analysts, experts, etc., and speaking to them allows one to
get the sense of whether the information one has received
from a particular source is correct, but going by the gut-feel
is perhaps the most risky thing to do. Company websites
can be an important source of information but far too many
companies don't even bother updating their websites,
which kills the purpose. A website is like a café – if your
experience is bad in the first visit, you don't come back to it!
I would recommend every company to have a highly
responsive press section – companies like Amazon
manage it quite well.
Nimish Dubey,
Writer and Editorial Consultant
Anurag Prasad,
Senior Editor, Fortune India
Conducting research for a story is a huge exercise and
there is no one prime source that can give all the
information. For a large story in a magazine, the
number of stake holders can be anything upwards of
15-20, at times going as high as 40-45, to get the right
pulse and relevant perspective. That's the amount of
research that we are talking about, which ensures
cross-checking at every stage. Of course market
research firms and reports play a huge role. However, I
also believe that while data is important, it is not
primary. Numbers should tell a story, otherwise they
are meaningless. In all, it is the story-telling aspect
that we always focus on.
EXPERT SPEAK
SECTION 3

33. 33
Of the 309 journalists interviewed, 92 percent have adopted the Internet
for reasons ranging from research and information sourcing to story
ideation and validation. While a meager 4 percent was found to draw
resources from the Net to frame story ideas, 11 percent have been
consuming the digital space for validation and 64 percent of journalists
consider it as an effective platform for research and information
sourcing.
Digging deeper, we found that 75 percent of Science & Technology
reporters used their time online for research and information sourcing,
followed by business and corporate journalists (69%).
The Net has well and truly cast its web with 61 percent of journalists
confirming that the Internet has become the biggest source of
information gathering. Only 11 percent think that the time is yet to come.
This is an indication of the importance of being seen online at the right
time and ensuring relevant content enrichment in the online space.
Expectedly, the younger the journalists, the more they depended on the
Internet. 95 percent of respondents with less than five years of
experience use the Internet for myriad reasons in the context of news.
86 percent of journalists with more than 20 years of experience have
also adopted the Internet of which 54 percent use it for background
research and information sourcing.
In the context of regional variances, the South ranks the highest with 98
percent of respondents using the Internet, followed by the West (95%)
and the North (91%). The East lags behind at 82 percent.
THE NET CONNECT
92% of journalists turn to the Internet for varying
reasons to source information #mediainsights
64% of journalists use the Internet for research and
information sourcing #mediainsights
Science & Technology reporters spend most of their online
time on research and information sourcing #mediainsights
61% of journalists agree that the Internet has become the
biggest source of information gathering information to
‘a great extent’ #mediainsights
The younger the journalists, the greater their level of
Internet access for sourcing information #mediainsights
86% of seasoned journalists with more than two
decades of experience use the Internet for varying
reasons to source information #mediainsights
Journalists in Southern India use the Internet more for
sourcing information vis-à-vis their counterparts in
other regions #mediainsights
SECTION 4

34. Information Sourcing
27%
Background Research
37%
Validation
11%
Story Ideas
04%
Content Generation
04%
Facts & Figures
04%
Facts & Figures
04%
Email
01%
Don’t Use
08%
1434
THE NET CONNECT
SECTION 4

35. Information Sourcing
Background Research
Validation
Story Ideas
Content Generation
Facts & Figures
Tracking latest
developments
Email
Re-search
Don’t Use
Business&
Corporate
Science&
Tech
Development
Political
Legal
Lifestyle&
Entertainment
Sports
Others
28% 38% 29% 31% 08% 32% 15% 21%
33% 20% 33% 24% 23% 16% 20% 33%
10% 08% 14% 12% 15% 16% 20% 12%
05% 09% 0% 06% 0% 02% 05% 04%
02% 0% 05% 02% 08% 05% 05% 03%
02% 02% 0% 04% 15% 02% 20% 03%
02% 0% 14% 08% 15% 11% 0% 04%
01% 0% 0% 0% 0% 0% 0% 02%
Validation
08% 06% 05% 08% 15% 09% 0% 06%
08% 17% 0% 4% 0% 7% 15% 10%
SECTION 4

36. 1436
THE NET CONNECT
Only to some extent
To a great extent
Not really
28%
61%
11%
Less than 5 yrs.
6-10 yrs.
11-15 yrs.
16-20 yrs.
Over 21 yrs.
Less than 5 yrs.
6-10 yrs.
11-15 yrs.
16-20 yrs.
Over 21 yrs.
Less than 5 yrs.
6-10 yrs.
11-15 yrs.
16-20 yrs.
Over 21 yrs.
25%
28%
30%
38%
32%
66%
60%
53%
56%
59%
10%
12%
18%
06%
09%
SECTION 4

37. 1437
The research would have been incomplete without analysing the
respondents' 'liking' for social networking platforms.
Out of the 309 respondents surveyed, 90 percent use social networking
platforms, reaffirming the altering patterns of an increasingly multi-
channel communications landscape. With younger journalists accessing
social networking platforms with greater frequency, the age-factor
presumably plays up here as well. 94 percent of journalists with less than
10 years of experience visit social networking platforms versus 59 percent
of their counterparts who have more than two decades of experience.
Personal interviews with journalists offered refreshing insights into the
dynamics of social media usage. One respondent said he used Twitter to
build contacts. Another said that scanning social networking sites offered a
glimpse into the psyche of the youth. Journalists often surf the social
networks to know what's trending, and gauge the mood of the people,
especially post a crisis situation. Another journalist opined that the advent
of social media had changed the way 'breaking news' was being perceived.
Every single respondent interviewed from the East frequented social
networking platforms. The North and South, followed at 93 and 89 percent
respectively, while the West was comparatively low at 74 percent.
Social networking platforms seem to be more in vogue among journalists
covering the lifestyle and entertainment segment. 95 percent of reporters
from this beat use these platforms, followed by business & corporate (87%)
and sports journalists (85%).
In terms of the gender break-up, more female journalists were found to
use social networks (97%) than their male counterparts (87%).
WHAT IS THE SOCIAL QUOTIENT?
The younger the journalists, the greater
their frequency of social media access
#mediainsights
More female journalists use social
networking platforms than their male
counterparts #mediainsights
90% of journalists use social networking
platforms #mediainsights
100% of journalists in East frequent social
networking platforms – the highest
amongst all regions #mediainsights
SECTION 4

38. 1438
WHAT IS THE SOCIAL QUOTIENT?
Visit social networking platforms
< 5 Yrs 5 to 10
Yrs
11 to 15
Yrs
16 to 20
Yrs
>20
Yrs
North South East West
94% 95%
87% 87%
59%
93% 89%
100%
74%
SECTION 4

39. 1439
WHAT IS THE SOCIAL QUOTIENT?
Visit social networking platforms
Business &
Corporate
Science & Tech
Development
Political
Legal
Lifestyle &
Entertainment
Sports
Others
97%
87%
Female
Male
87%
92%
90%
86%
85%
95%
85%
93%
SECTION 4

40. 1440
Facebook rules the roost with 56 percent of journalists frequenting this
platform over others. Out of this, 79 percent have less than ten years of
field experience. This finding links back to our previous discovery of a
greater inclination among younger journalists towards online platforms.
Facebook is most frequented by journalists covering the Lifestyle (66%),
Sports (65%) and Science & Technolgy (61%) sectors.
Predictably, Twitter is the next favourite. It is most frequented by
journalists covering the Legal industry (38%), the Developmental and
Social sectors (24%), and Business and Corporate news (22%). Google+
is most frequented by journalists covering Developmental and Social
sector (10%). Its popularity among this section of journalists could stem
from strong e-governance initiatives that leverage Google+ Hangouts.
LinkedIn also features in this list, with 14 percent of business and
corporate journalists calling it their most favoured social network.
While the East favours Facebook, it shows no traction for Twitter. Other
regions have a balanced view of Facebook and Twitter, with the former
having an edge. The South scores higher in its usage of Google+ and
LinkedIn than other regions.
While Facebook and Twitter are favourites among both genders, Google+
usage is more prevalent among male respondents than their female
counterparts.
MOST 'LIKES' FOR FACEBOOK
Facebook rules the roost among all social networking
platforms even in the media fraternity #mediainsights
Facebook is most frequented by journalists covering
Lifestyle, Sports and Science & Tech #mediainsights
Twitter is the next favorite for journalists after Facebook
#mediainsights
Twitter is most frequented by journalists covering the Legal,
Development & Social and Business/Corporate sectors
#mediainsights
Google+ is most frequented by journalists covering
Developmental & Social sector #mediainsights
LinkedIn is most frequented by journalists covering Business
& Corporate space #mediainsights
Journalists in the South use Google+ and LinkedIn a lot more
than those from other regions #mediainsights
Google+ is more frequented by male journalists than women
journalists #mediainsights
SECTION 4

41. 1441
56% 18% 7%
Facebook Twitter Google+
0% 10% 02%
Reddit None Others
SECTION 4
7%
LinkedIn

42. MOST 'LIKES' FOR FACEBOOK
1542
Facebook Twitter
Google+
64%
64%
43%
41%
32%
20%
15%
20%
25%
09%
04%
06%
13%
06%
09%
04%
09%
10%
13%
00% LinkedIn
SECTION 4
> 20 Yrs16-20 Yrs11-15 Yrs5-10 Yrs< 5 Yrs

43. 1443
MOST 'LIKES' FOR FACEBOOK
North South East West
20%
11%
00%
18%
07%
13%
00%
00%
03%
22%
09%
13%
61%
38%
91%
39%
Facebook
Twitter
Google+
LinkedIn
SECTION 4

44. 1544
22% 17% 24% 20%
38% 20% 10% 18%
14% 9% 0% 2%
8% 5% 0% 5%
6% 2% 10% 8%
8% 2% 0% 10%
MOST 'LIKES' FOR FACEBOOK
42% 61% 52% 53%
31% 66% 65% 58%
Business &
Corporate
Science &
Tech
Development Political Legal Lifestyle &
Entertainment
Sports Others
FacebookGoogle+
TwitterLinkedIn
SECTION 4

45. We see more affinity among younger journalists for internet and social
media platforms. This gap is primarily because of unfamiliarity to some
extent among older journalists and also because they being busy with
'focused' stories there's this myth associated with social media of not being
focused. The truth is you can be as serious or as frivolous on social media.
Also, the more focused you are, the better work you do – whether you are
on or off the internet or social media. There's spot breaking news on
Twitter, you get the public pulse on social platforms, and in fact the top
stories are being determined increasingly on what's being discussed on
social platforms. Basically, using internet or more specifically social media
is a matter of personal style element and comfort level.
Taking a step ahead of citizen journalism, crowd sourcing is becoming an
important aspect of new age media. Social media is not an alternative to
mainstream media, but is emerging as a force to shape the behavior of
mainstream media. For me, simply put, Twitter is the new-age Parliament
and Facebook is the new-age café. Other platforms like Linkedin and
Google+ are yet to appeal to journalists, as far as I can see. Linkedin is
majorly for self-promotion and works great to brands and self; however
journalists prefer a more informal environment and wider reach which
works against Linkedin. Talking about Google+, there are two things that
can help you – knowledge & information and contact & people - and G+
doesn't score high on either. Facebook and Twitter have become hubs,
while Google+ is still to become one, hence it doesn't score too high.
Madhavan Narayanan,
Columnist/ Associate Editor at Hindustan Times
Gagandeep Singh Sapra,
Entrepreneur & Popularly known as The Big Geek
I cannot say about others, but for me social media has
helped me get real time feedback about what people
think about a new product or feature. Earlier, the
conversations were limited to few people; however,
with the aid of social media, that's changed
tremendously. I don't use social media to set the topic
of my stories; rather I use to build on them. In other
words, conversations on social media don't influence
what I write, but of course the tonality does get
affected because of real time feedback.
EXPERT SPEAK
SECTION 4

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