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.

• 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 skills.
• 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. 

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 www.prnasia.com.

For further information, please contact: 

PR Newswire's Asia Marketing Team 
+852 2572 8228
[email protected]