If you're a spokesperson for your organization, you know that you need to understand the media so you can target the right audience. The basic idea is to find your audience, then get in front of it. That's why the annual #DNR21 report from Oxford University's analysts is so helpful. The Digital News Report--now including 46 countries--shows where people get their news and, importantly, whether they trust the source.
This year's report, just now, is fascinating for research junkies like me. Quick now, who's the top TV news brand in Canada? You would never go wrong if you bet on CTV -- except for this year. Hello, Global. Welcome to the top of the ladder! More Canadians use Global for news than either CTV or CBC in any given week.
What does that mean for spokespersons? Not a significant change, but instead of relying on just one network to reach Canadians, you'd best pitch your story to all three biggies. #cdnpoli