One of the largest studies of the financial journalism industry, Gorkana's 2014 Survey of Financial Journalists looks at journalist's outlook on the economy, opinions of leading sources of news and information and how they themselves find stories.
Carried out by the Gorkana Group in collaboration with Matt Ragas, Ph.D. and Hai Tran, Ph.D. of DePaul University College of Communication, nearly 500 financial journalists responded to this survey.
The 2014 findings show that there is ongoing optimism that the economy will continue to grow. In contrast to the 2012 Survey of Financial Journalists, the 2014 survey shows that while traditional media still dominate as the most influential outlets, online sources are starting to break the stronghold.
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Gorkana 2014 survey of financial journalists
1. Rankings of:
• The Most Influential Financial Journalists
• The Most Influential Financial News Outlets
• The Most Respected PR Professionals
2. 2
...is the second edition of an
annual survey of financial
journalists throughout the U.S.
carried out by Gorkana Group
in collaboration with Matt
Ragas, Ph.D., and Hai Tran, Ph.D.,
both faculty members in the
College of Communication at
DePaul University in Chica-
go. With nearly 500 financial
journalists responding to this
survey in November/December
2013, this study represents one
of the largest investigations of
the media representatives who
set the business news agenda.
The 2012 survey yielded 349
responses.
The 2014 Gorkana Survey of Financial Journalists...
Gorkana provides a range of
products and services to both
public relations professionals
and journalists to help them
connect and communicate more
effectively. The findings of this
study will be of interest to both
public relations professionals
and journalists.
3. 3
Financial journalists’
outlook on the health
of the U.S. economy has
improved over the past
twoyears,butstillremains
fairly cautious. Close to
45% of respondents hold
a positive outlook, with
nearly 42% neutral and
the remainder holding a
negative view. Financial
journalists are similarly
cautious on the outlook
for the U.S. financial
services sector with
nearly half neutral (49%).
Another 36% are positive
and 15% are negative.
Financial journalists are
slightly less positive on
the health of the financial
journalism field than they
were two years ago.
Nearly seven out of ten
respondents are neutral
(42%) or negative (27%) on
the field. Three out of ten
(32%) are positive. Layoffs
at some major business
news organizations in
2013 may have tempered
financialjournalists’outlook
on the profession. In 2012,
22% of respondents were
negative.
Most Influential
Financial Journalists:
The New York Times
columnist, DealBook
creator and CNBC Squawk
Box co-host Andrew Ross
Sorkin was once again
perceived by his peers as
being the most influential
financial journalist.
Receiving the second
most nominations was Jon
Hilsenrath, Fed watcher
and chief economics
correspondent forTheWall
Street Journal, and tied
for third were fellow New
York Times columnists
Gretchen Morgenson and
Paul Krugman. The New
York Times once again
dominates the top of these
rankings.
Most Influential
FinancialNewsOutlets:
Financial journalists
continue to perceive
The Wall Street Journal
as the most influential
financial news outlet.
Following behind The
Journal was Bloomberg
News, the New York Times,
the Financial Times and
news agency Reuters. The
Financial Times edged
up a spot in the rankings
this year, while Reuters
moved down a notch. Two
online-only media outlets
made the top-ten this
year: Yahoo! Finance and
Business Insider.
Most Respected
PR Professionals:
Based on the number
of nominations made,
Brandon Ashcraft of
Barclays and Tucker Hewes
of Hewes Communications
are perceived by financial
journalists as the most
respected public relations
professionals. Ashcraft
also held the top spot in
2012. Other top names
respected among financial
journalists include Rosalie
Berg (Strategic Vantage),
Owen Blicksilver (Owen
Blicksilver PR), Michael
DuVally (Goldman Sachs),
Kelly Holman (BackBay
Communications) and
Terry Rooney (Rooney &
Associates).
Regarding story ideas,
financial journalists rely
the most on reading
newspapers or other
publications (nearly 70%
use them frequently or
very often), personal
interest or that of
someone on staff
(48.3%), and corporate
news releases (42%). The
much-maligned news
release is not dead. In
terms of the credibility
of information sources,
financial journalists rank
academics/experts the
highest (57% rated very
or extremely credible),
followed by CEOs (54%),
technical experts (53%),
and financial/industry
analysts (52%).
Key Topline Findings from the Study
4. 4
Financial journalists’ outlook on
the health of the U.S. economy and
financial services sector has
greatly improved over the past
two years, although some caution
remains. A plurality (45%) of surveyed
journalists have a positive outlook
on the economy over the next year,
and another four out of ten (42%) are
neutral. The remaining 13% hold
a negative view. For comparison,
in the 2012 survey, only 18% of
financial journalists held a positive
outlook, almost half were neutral
(46%), and more than a third (36%)
were negative.
Outlook on
the U.S. Economy13%
negative
42%
NEUTRAL
45%
positive
5. 5
Journalists are slightly less positive
on the outlook for the U.S. financial
services industry than the overall
economy. Almost half (49%) are
neutral, more than three out of ten
(36%) are positive, and 15% are
negative. That said, attitudes have
improved since the 2012 survey,
which found a much higher level of
negatives (44%). At that time, only
15% of those surveyed were positive
and 41% were neutral. The modest
outlook financial journalists hold
about the economy and financial
services sector come after a year in
which economic indicators improved
only slightly, but the stock market
posted its best returns in more than
a decade. For example, the S&P 500
index rose +30% in 2013, while the
Dow Jones Industrial Average gained
+27%.
Outlook on
U.S. Financial services
49%
NEUTRAL 36%
positive
15%
negative
6. 6
Conversely, financial journalists have
turned slightly more negative on the
outlook for their own profession since
the previous survey. A majority (69%)
of survey respondents are neutral
(42%) or negative (27%) on the health
of financial journalism in the U.S. and
31% are positive. In the 2012 survey,
44% were neutral, 22% were negative,
and 33% were positive. This small uptick
in negative opinion could be due in
part to layoffs over the past year by
major business news organizations like
Bloomberg News, Thomson Reuters
and Dow Jones. While the outlook for
financial journalism remains stronger
than in many other areas of journalism,
these reductions do not help instill
confidence.
Outlook on
Financial Journalism
42%
NEUTRAL
31%
positive
27%
negative
7. There is a considerable drop off in the number
of nominations for the media outlets that
make up the remainder of the top-ten list of
most influential outlets. Next on the list is CNN
Money (5%) followed by Yahoo! Finance and The
Economist (tied at 4%). FOX (3%) takes the ninth
slot, while Forbes and Business Insider (tied at
2%) round out the top ten. Compared with the
2012 survey results, Yahoo! Finance and Business
Insider are both new to the top ten. While these
rankings continue to be dominated by media
organizations with roots in traditional media,
the emergence of Yahoo! Finance, the highly
trafficked finance website, and Business Insider,
the business news website started by former
Wall Street analyst Henry Blodgett, speaks to the
growing acknowledgment by financial journalists
of digital media’s ascendance.
Top 10Most Influential Financial News Outlets
Finally, while Bloomberg News has received
its own share of negative press this year , this
does not seem to have impacted how financial
journalists perceive its level of influence.
Bloomberg News retained its second place
spot in the rankings, and on a percentage
basis, its nominations among respondents this
year (58%) and last (60%) were very similar.
The move-up in the rankings by the Financial
Times comes amidst rumors in the past year
that Pearson could sell the newspaper as part
of a strategic refocus of its education business.
The Wall Street Journal, which has covered
business news for more than a century, is
perceived by financial journalists as being the
most influential financial news outlet. More than
eight out of ten (83%) of the surveyed journalists
nominated the WSJ. Respondents were allowed
to nominate up to three media outlets, and a total
of 1309 nominations were made. Receiving the
second most nominations was Bloomberg News
(nominated by 58% of respondents). Rounding
out the top three was The New York Times (31%)
with some respondents specifically citing the
NYT’s DealBook column. While the ranking of the
top three is identical to the results of the 2012
survey, this year’s survey sees the Financial Times
(21%) move ahead of Reuters (19%). CNBC is close
behind with nominations by 17% of respondents.
7
8. Media Outlet % Nominating 2013
Rank
2012
Rank
The Wall Street Journal 83% 1 1
Bloomberg News 58% 2 2
the New York Times 31% 3 3
Financial Times 21% 4 4
thomson Reuters 19% 5 4
CNBC 17% 6 5
CNN Money 5% 7 n/r
Yahoo! Finance 4% 8 (tie) n/r
The Economist 4% 8 (tie) 8
FOX 3% 9 9
Business Insider 2% 10 (tie) n/r
Forbes 2% 10 (tie) 10
Top 10Most Influential
Financial News Outlets
8
9. 9
28% (2012 - #1)
Andrew Ross Sorkin
NYT / CNBC1
2
3
3
4
4
5
17% (2012 - n/r)
Jon Hilsenrath
WSJ
16% (2012 - #2)
Gretchen Morgenson
NYT
8% (2012 - 3)
Michael Lewis
Vanity Fair
8% (2012 - 7)
Felix Salmon
Reuters
7% (2012 - 5)
Maria Bartiromo
Fox Business
tied
tied
16% (2012 - #4)
Paul Krugman
NYT
For the second year in a row, financial
journalist Andrew Ross Sorkin was named
the most influential financial journalist
by his peers. Sorkin, the New York Times
columnist, creator of DealBook, CNBC
Squawk Box co-host and best-selling
author (Too Big to Fail), was nominated by
more than one out of four (28%) survey
respondents. Receiving the second most
nominations (17%) was Jon Hilsenrath,
chief economic correspondent for The
Wall Street Journal. Hilsenrath edged out
Gretchen Morgenson (16%), the Pulitzer
Prize-winning New York Times business
columnist, and Nobel Prize-winning
economist Paul Krugman (16%), who
is also a New York Times columnist and
author of The Conscience of a Liberal blog.
Hilsenrath did not make the 2012 top-ten
list, while Morgenson moved down a spot
in the rankings and Krugman gained a
spot. With the markets intensely focused
on interest rates and Federal Reserve
policy over the past year, Hilsenrath often
became the go-to source on the Fed.
Following behind Morgenson and
Krugman in order of the number of
nominations were: Michael Lewis (8%), the
best-selling author (Boomerang: Travels
in the New Third World and The Big Short)
and Vanity Fair contributor; Felix Salmon
(8%), the finance blogger for Reuters;
Maria Bartiromo (7%), now of Fox Business
and previously for 20 years at CNBC;
Most
InfluentialFinancial
Journalists
Top 10
10. 10
6% (2012 - #5)
Jim Cramer
CNBC / TheStreet
3% (2012 - n/R)
Joe Weisenthal
Business Insider
5% (2012 - #10)
David Wessel
The Wall Street Journal
6
7
7
8
9
tied
5% (2012 - #9)
Matt Taibbi
Rolling Stone
4% (2012 - n/r)
Matt Winkler
Bloomberg News
10
10
10
tied
tied
2% (2012 - n/R)
Gillian Tett
Financial Times
2% (2012 - n/R)
Martin Wolff
Financial Times
2% (2012 - n/R)
Heidi Moore
The Guardian
Jim Cramer (6%), host of CNBC’s Mad Money
and TheStreet contributor and co-founder;
David Wessel (5%), economics editor for The
Wall Street Journal; and Matt Taibbi (5%), a
contributing editor for Rolling Stone who
covers Wall Street and finance.
Rounding out the top-ten and new to the
rankings this year are Matt Winkler (4%), co-
founder and editor-in-chief of Bloomberg
News; Joe Weisenthal (3%), the lead financial
blogger and executive editor of the fast-
growing Business Insider website; Gillian
Tett (2%), markets and finance commentator
and assistant editor for the Financial
Times; Martin Wolff (2%), chief economics
commentator at the Financial Times; and
Heidi Moore (2%), finance and economics
editor of the U.S. edition of The Guardian.
Most
InfluentialFinancial
Journalists
Top 10
11. 11
Based on a total of 239 total nominations submitted
by financial journalists, Brandon Ashcraft of Barclays
and Tucker Hewes of Hewes Communications
were named the most respected financial public
relations professionals of 2014. Respondents were
asked to name three financial PR professionals
they respect most, and both Ashcraft and Hewes
received four nominations. Ashcraft was named the
second most respected PR professional by financial
journalists in the 2012 survey. Hewes did not make
the 2012 list, while Pen Pendleton (now of Gard
Avenue Communications), tied for first among PR
professionals in 2012, dropped off the list this year.
Following close behind Ashcraft and Hewes were
Rosalie Berg (Strategic Vantage), Owen Blicksilver
(Owen Blicksilver Public Relations), Michael
DuVally (Goldman Sachs), Kelly Holman (BackBay
Communications), and Terry Rooney (Rooney &
Associates) with three nominations each. Other
financial PR professionals who received multiple
nominations were Jennifer Connelly (Jennifer
Connelly Public Relations), Dean Davison (Lockton
Companies), Chris Faile (Deloitte LLP), Josh Inglis
(Propllr), Jason Lahita (FiComm Partners), Steve
Lipin (Brunswick Group LLP), Charlyne McWilliams
(William Mills Agency), Hedda Nadler (Mount
& Nadler, Inc.), Oksana Poltavets (Deutsche
Bank), George Sard (Sard Verbinnen & Co.), Allan
Schoenberg (CME Group Inc.), Aaron Siegel
(MacMillan Communications, Inc.), and Paul
Verbinnen (Sard Verbinnen & Co.).
Blicksilver and Poltavets also made the list last year.
A notable shift in the nominations this year was
towards PR professionals working for outside
agencies and communication advisers rather
than on in-house communication teams. The only
financial institutions with professionals who rated
were Barclays, CME Group, Deutsche Bank, and
Goldman Sachs.
Most Respected Financial Public Relations Professionals
12. 12
1
2
3
Most Respected Financial Public Relations ProfessionalsMost Respected Financial Public Relations Professionals
2014 Rank FINANCIAL PR PROFESSIONAL AFFILIATION
# OF
NOMINATIONS 2012 RANK
Brandon Ashcraft Barclays 4 (tied) 2
Tucker Hewes Hewes Communications 4 (tied) N/R
Rosalie Berg Strategic Vantage 3 (tied) N/R
Owen Blicksilver Owen Blicksilver PR 3 (tied) 3
Michael DuVally Goldman Sachs 3 (tied) N/R
Kelly Holman BackBay Communications 3 (tied) N/R
Terry Rooney Rooney & Associates 3 (tied) N/R
Jennifer Connelly Jennifer Connelly PR 2 (tied) N/R
Dean Davison Lockton Companies 2 (tied) N/R
Chris Faile Deloitte LLP 2 (tied) N/R
Josh Inglis Propllr 2 (tied) N/R
Jason Lahita FiComm Partners 2 (tied) N/R
Steve Lipin Brunswick Group LLP 2 (tied) N/R
Charlyne McWilliams William Mills Agency 2 (tied) N/R
Hedda Nadler Mount & Nadler, Inc. 2 (tied) N/R
Oksana Poltavets Deutsche Bank 2 (tied) N/R
George Sard Sard Verbinnen & Co. 2 (tied) N/R
Allan Schoenberg CME Group Inc. 2 (tied) N/R
Aaron Siegel MacMillan Communications 2 (tied) N/R
Paul Verbinnen Sard Verbinnen & Co. 2 (tied) N/R
13. 13
reading newspapers or other publications (70%)
personal interest or that of someone on staff (48%)
corporate news releases (42%)
U.S. government news releases (36%)
readers/viewers/listeners’emails or phone calls (28%)
Financial journalists use a
variety of sources for story
ideas. Respondents indicat-
ed that they frequently to
very often use the following
sources when reporting
financial news:
Usage of Sources for Story Ideas
The list of the five most frequently used
sources remains similar to that of the
2012 survey results, but there are some
changes in the rank order. According to
this year’s data, financial journalists make
more use of corporate and government
news releases. These two sources take the
third and second spots, pushing audience
inputs down to the fifth position. Over-
all, the practice of monitoring the news,
following colleagues’ work, and pursuing
one’s own interest prove to be the most
important components in developing
story ideas.
14. #1 | Reading newspapers or other publications
#2 | Personal interest or that of someone on staff
#3 | Corporate news releases
#4 | U.S. government news releases
#5 | Readers/viewers/listeners’emails, phone calls
#6 | Non-corporate social media
#7 | News releases from non-profit organizations
#8 | PR person who pitches a story
#9 | Expert request services (e.g., HARO, ProfNet)
#10 | Corporate social media
#11 | University news releases
0 20 30 40 50 60 7010
20142012
UsageofSourcesforStoryIdeas
59%
70%
45%
48%
29%
42%
32%
36%
32%
28%
22%
16%
14%
15%
13%
14%
10%
11%
5%
8%
8%
8%
14
15. 15
technical experts in a company (53%)
financial/industry analysts (57%)
Financial journalists perceived information from
academics/experts (57%) and company CEOs
(54%) as highly credible, while fewer respon-
dents perceived non-profit representatives (17%)
and company public relations professionals
(14%) as highly credible sources. The majority of
journalists also consider two other sources to be
“very to extremely credible”:
Usage of Sources for Story Ideas
Journalists’evaluations of source credibility this year
are comparable to the previous survey, except for
the rise of academics/experts as the most credible
source of information. This finding is in agreement
withtheresultsofthe2013EdelmanTrustBarometer,
in which informed publics also ranked academics/
experts on top. It is noteworthy that financial jour-
nalists did not rate their peers as highly as in the
Edelman survey, while they perceived CEOs more
positively.
16. CREDIBILITYofINFORMATIONFROMSOURCES
16
#1 | Academic/Expert
#2 | Company CEO
#3 | Technical expert in company
#4 | Financial/Industry analyst
#5 | News professional
#6 | Government official
#7 | Regular employee
#8 | NGO representative
#9 | Company PR professional
0 20 30 40 50 60 7010
20142012
50%
69.7%
46%
47%
47%
52%
32%
28.1%
30%
30%
14.2%
15%
13.4%
17%
14%
10.5%
8.3%
7.6%
57%
54%
53%
37%
25%
17%
15%
17. 17
To gain insight into the usage and perceived
credibility of information from PR professionals,
a new question added to the survey this year
asked financial journalists what PR professionals
can do to build better relationships with them.
167 respondents shared ideas. Based on an
analysis of these open-ended responses, the
following five distinct themes emerged (in no
particular order):
Building Better Relationships with Financial Journalists
1 Always tell the truth.
2 Be more responsive and provide better access to sources.
3 Pitch ideas that are newsworthy and leverage news trends.
4 Build better knowledge of journalists’beats and audiences.
5 Gain better knowledge of company/industry you are representing.
19. 19
2“Actually respond to questions.”
“Respond promptly, know your companies and products and the industry, do not try to control the
message.”
“Be more available, especially if you are listed as a contact on a press release.”
“Respond quickly and thoroughly to inquiries.”
“Respond quickly with useful information.”
“Open and unimpeded access to clients.”
“Connect me with sources. Be more responsive.”
“Have a regular conversation about new and existing clients. Try to let a reporter have
inside scoops on new products, new hires. Allow reporters informal access to senior
managers on routine basis.”
“See opportunities in reporters asking for interviews. Stop asking to clear quotes. It’s
either on or off the record.”
BE MORE RESPONSIVE & provide better access to sources
20. 20
“Think about how your client fits into emerging news trends and events and then present this thinking in a pitch to
a busy journalist. If your client or the product you represent is part of a legitimate news trend, a journalist is more
likely to listen and respond to the pitch.”
“Pitch only serious topics that can generate actual news.”
“Write releases that relate to overall trends, themes, rather than being blatantly self-serving.”
“Explain the significance of the stories you are pitching with a greater level of detail, with an understanding of who
the main audience is for the outlet they are contacting.”
“Only pitch stories when you have a good angle or timely hook. Make sure you’ve got comprehensive details in
releases and correct information.”
“Pitch intelligent story ideas, based on trends or bigger picture events rather than mere corporate
self-serving angles. Help us understand new trends.”
“Draw close/closer connections between your organization and issues of demonstrable importance to financial
journalists.”
“Understand what journalists need and be open to providing real information, not just fake news
stories.”
“Send story pitches that are relevant to my beat, know the necessary ingredients for a good news story, prepare
clients for better interviews.”
3
PITCH IDEAS THAT ARE NEWSWORTHY & LEVERAGE NEWS TRENDS
21. 21
4
“Learn about the subject areas journalists cover. Stop inundating them with mass, worthless
press releases and thoughtless story ideas that do nothing but waste their time and demolish the
credibility of PR people.”
“Better research of the journalists to whom you’re pitching so the story pitches match what the reporter covers.”
“Have a good understanding of the websites I oversee and pitch me stories that are relevant.”
“Pitch things that are on my beat and that I would be interested in writing.”
“Pitch relevant stories. Many PR folks who pitch are junior level and may not be acquainted with the
beat of the journalist they’re pitching.”
“Know the beats of the journalists and publications you are targeting. This is somewhat less of a problem with
financial/business PR people, but definitely a big problem with consumer PR.”
“Understand the specializations of the publications and reporters.”
“Research the news outlet *before* you pitch (e.g. I write for a trade pub, and I get a lot of pitches
that really aren’t of much interest to the people who read our paper). Talk to us like human beings.”
“Know the beats the journalists cover. I hate getting press releases about topics I do not cover.”
build BETTER KNOWLEDGE OF JOURNALISTS’ BEATS & AUDIENCES
22. 22
5“READ WHAT WE WRITE ABOUT…and pitch ONLY stories that are related to what we do. AND, most
important, LEARN EVERYTHING YOU CAN ABOUT THE COMPANY YOU ARE REPRESENTING.”
“Provide actual answers to queries instead of pitches. Provide facts along with contact info of expert.”
“Speak and understand the language.”
“Have more professional credentials, not just PR creds.”
“Sort through and pitch only newsworthy stuff, understand the finance and technology behind it,
place it in context in the marketplace, facilitate connections with people in the company.”
“Know your subject matter, know why I’d be interested in it, be able to put experts on the phone.”
“Learn your material before writing or speaking on a subject. Most are 20-somethings who don’t know their clients,
their industry or their topic. It’s rare to find someone in PR who can write coherently and follow through with getting
the right people in touch with me.”
“Provide useful, accurate information. Be knowledgeable.”
“Concentrate on developing expertise in a company or subject area and try facilitating reporters’
access to decision makers.”
BETTER KNOWLEDGE OF COMPANY/INDUSTRY YOU ARE REPRESENTING
23. 23
This national online survey includes responses
from 494 U.S.-based financial journalists working
for different media outlets. The participants
constitute a diverse group of experienced
professionals,whospecializeincoveringfinancial
news. More than 92% of respondents indicated
that financial journalism was a major focus of
their work. Journalists from news organizations
such as The Wall Street Journal, Financial Times,
The New York Times, The Washington Post, The
Los Angeles Times, Chicago Tribune, Huffington
Post, AFP, Bloomberg, Dow Jones Newswires,
Thomson Reuters, Associated Press, Forbes,
Fortune, The Economist, U.S News and World
Report, Marketwatch, CNBC, CNN, NBC, NPR,
various business journals from around the
country, and freelance journalists specializing in
financial services all participated in the survey.
An average respondent has nearly 13 years of
professional experience. In addition to responses
from 125 participants who identified themselves
as reporters/writers, within the survey are the
opinions of individuals working in the newsroom
as senior editors, columnists and producers,
specifically:
Respondent Profile
• 106 with editor/editorial staff in their job
title
• 31 columnists
• 11 producers/news directors
More than 46% of the respondents reported
working for major news organizations with
more than 50 reporters/editors on staff, and
nearly 33% indicated they were affiliated with
small media outlets (fewer than 10 reporters/
editors.) Almost half (49.5%) of all respondents
primarily publish their work online. Several
otherscoverfinance-relatednewsfortraditional
outlets such as:
• magazines and trade publications (18%)
• newswires (16%)
• newspapers (14%)
• television/radio stations (3%)
With respect to geography, there is a
concentration of respondents in the Northeast,
where many of the major financial centers are
located. Of the 270 respondents who shared
information about their work location, almost
64% reported being based in the Northeast,
11% in the West, 10% in the Midwest, 10% in
the Southeast, and 5% in the Southwest.
In terms of demographics, the average age of
the financial journalists is 42.The majority of the
respondents are Caucasian (89%), while some
belong to minority groups such as Asian/Pacific
Islander (4%), Hispanic or Latino (3%), mixed
race (3%) or African-American (1%). Among
those who identified their gender (284 of the
494 surveyed journalists), the ratio of male to
female is about 60/40.
Overall, participants in the 2014 survey
share similar work-related and demographic
characteristics with the 2012 sample of financial
journalists. It should be noted that respondents
this year included larger numbers of senior
journalists, professionals working in big
newsrooms, and those who primarily publish
their work on the Web.
24. 24
Gorkana maintains a database of 5,283
professionals covering financial news in the
United States. This list represents the true
population of U.S.-based financial journalists,
considering that the Society of Business Editors
andWriters(SABEW),thelargestorganizationof
business journalists, has nearly 3,700 members
in the U.S. and Canada.
The data for this report come from a self-
administrated online survey of a representative
sample of all financial journalists listed in
the aforementioned Gorkana database. The
survey was open from November 12, 2013
until December 13, 2013. An email invitation
was sent directly to these journalists, asking
them to complete the survey. 494 respondents
participated in the survey. The total sample size
benchmarks at a high degree of accuracy with a
95% confidence level and a margin of error of ±
4.2 percentage points.
METHODology
25. 25
Gorkana offers a range of products and services to public
relations professionals and journalists to help them connect
and communicate more effectively. Our clients become part
of our unique community. This connects them to everything
from industry experts and the latest news, insights and events,
jobs and journalists, not to mention our own essential media
intelligence services. It’s why PR professionals and journalists
rely on us every day. Whether they’re launching a campaign,
managing reputations, announcing a new move, or needing
around-the-clock response during a crisis, we help professionals
keep up-to-speed, stay focused, and be connected to experts.
Gorkana provides the personal touch and confidence clients
need to make clear, informed decisions— and drive their
businesses forward.
Contact Us
Rebeca Denny
Director (U.S.)
Gorkana Inc.
(646) 722-1200
gorkanaus@gorkana.com
twitter: @GorkanaUS
2 Rector Street
Suite 1201
New York, NY 10006
ABOUT GORKANA group
Matt Ragas, Ph.D.
DePaul University
College of Communication
(407) 963-8763
mragas@depaul.edu
twitter: @mattragas
1 E. Jackson Blvd.
Chicago, IL 60605