Digital technology takes hold in Thai media: survey

Economy April 25, 2014 00:00

By Watchiranont Thongtep

The N

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Advanced digital communication technology is making consumers more tech savvy and reliant on content in the digital media, and journalists are not far behind. Hence public relations agencies must turn their focus to serving their clients as a digital PR,

Mediaco, an advertising and digital media buyer at PR giant Weber Shandwick, yesterday revealed the latest survey of journalists’ online behaviour in many countries in Asia, including Thailand.

Jye Smith, the head of Mediaco, said that Thai journalists were socially connected. More than 60 per cent of total respondents often gather news from social media while the other 30 per cent said that they did sometimes.

Thai media are active online workers and Thai journalists spend more than two hours every day online for work, equally through mobile as well as desktop. Nearly half (41 per cent) of the stories sourced were from online sources – a number expected to grow.

Trust in online sources was higher in Thailand than in other regions: corporate blogs (91 per cent) was only second to spokespersons and in-house media teams.

Rich media format forms of branded content are rising with a third of journalists publishing videos and a half using infographics.

Thai journalists take their stories further with 80 per cent saying they often or sometimes interacted with people who commented on their stories.

To capitalise on this trend, he suggested PR space in Thailand should evolve to meet the needs of the consumer and the technology they adopt. Consumers are demanding short, sharp writing, mobile-ready content, high use of audio and visuals and clear appeals and demonstration of an understanding of demographics.

In the Asia region, Mediaco found that 68 per cent of journalists most commonly accessed news online, compared to just 13 per cent who accessed it via newspapers.

Ironically, it found that about 30 per cent of respondents say they never read a newspaper.

On any given workday, 85 per cent of the journalists surveyed spent 2 hours or more online. Journalists are highly connected online with 79 per cent saying they always or sometimes use their personal blogs and some 77 per cent engaging with people who comment online on their stories.

The survey also digged down into the major research tool for media and found that 66 per cent of journalists surveyed most commonly sourced and verified news stories through the traditional press release, online sources are not far behind.