Survey from PANBlast points to a shift in who and what individuals trust for professional information
INDIANAPOLIS — November 12, 2024 — A new survey on media consumption habits from PANBlast (formerly BLASTmedia), a division of PAN and a PR agency dedicated to B2B SaaS, reveals the importance of executive thought leadership and rising interest in industry sources over traditional business news for individuals seeking professional information.
Key findings from the survey include:
- Only 14% of people look to traditional business media to stay up to date on trends in their profession. The vast majority turn to industry trade media like publications, newsletters and podcasts (18%), social media (33%), and industry-specific networking groups or events (14%). While top-tier media coverage yields a big logo, it’s not where business prospects are generally getting their information.
- Respected business leaders are the #1 trusted source to deliver new information. Brands should not undervalue thought leadership.
- Nearly 90% of professionals get their news from a variety of sources rather than a single source. This points to the importance of diversity in both media and mediums when promoting a brand’s narrative.
- Two-thirds of professionals still trust traditional news sources. Brands should not dismiss traditional media nor oversensationalize the public’s mistrust of the press.
“We’ve always known the power of thought leadership for our clients — especially in niche verticals — but this survey confirms that if brands aren’t prioritizing expert commentary from their subject matter experts, they’re going to fall behind in the industry conversation,” said Lindsey Groepper, PANBlast EVP of Business Development & Marketing. “The optimal channel to distribute that commentary is evolving too, with PR strategies focused on traditional media losing steam.”
The survey sampled 1,000 professionals across various demographics and industries.
Visit our recent case study for a real-world look at how a verticalized strategy yields results. For more information on our vertical expertise, check out our expertise page.
About PANBlast
PANBlast (formerly BLASTmedia) is a wholly owned division of PAN, a global, integrated, brand-to-demand agency forged from PR. PANBlast is dedicated to serving emerging to high-growth B2B SaaS brands like Cordial, Model N and Mood Media, applying a deep understanding of the unique challenges in scaling a SaaS business and how PR impacts four primary pillars: investors, employees, partners and customers. For more information, visit panblastpr.com and follow us on LinkedIn.