(select all that apply)0 0%Excel46%PowerPoint46%PDF43%GoogleSheets36%GoogleDocs33%GooglePresentations32%Word23%Webdashboard16P%Other10%Email remains the most popular method of distributing updates and reportsUnder Other,PR pros listed project management tools including Asana.How do you distribute PR updates and reports to your team? (SeeExecutive Summary.)The Power of Market ShapingEXECUTIVE SUMMARY To achieve global net zero by 2050,the global community must invest$3.5 trillionper year in emerging climate technologies,such as green hydrogen,clean steel,and long-duration energy storage.Emerging climate technologies oen require significant amounts of capital withuncertain returns.Market-shaping mechanismssuch as innovative financing,climate-friendly legislation,and industry coalitionsreduce the investment risk.All companies,regardless of size or climate maturity,can play a role in creating amarket for emerging climate technologies.To define their role in shaping the market and accelerating deployment of climatetech solutions,leaders should ask:What can my company do now?Define your decarbonization strategy;set tangible,actionable net-zero targets(rather than mere ambitions)and transition plans;issueadvance market commitments,especially when you cannot act alone;and set sustainablefinancing commitments.What can my company do with industry partners now?Execute oake agreements andvolume guarantees,pool procurement of climate technologies,and join industrycoalitions.What should I advocate for?Advocate for just transition incentives,support permittingreform,and engage with the public sector to steer future policy.2023 Boston Consulting Group3Market shaping is a strategy used by companies,governments,and investors to address marketfailures and positively shape the development of a market.By coordinating actions with otherstakeholders,organizations can address the bottlenecks and breakdowns that occur within a diverseecosystem,distribute risk,and leverage purchasing power.In the case of climate technologies,marketshaping has the potential to dramatically speed up the green revolution.Consider this.The global equity market cap is$120 trillion,and the global fixed-income market isanother$120 trillion.By leveraging innovative market-shaping mechanisms,this huge pool of privatecapital that would otherwise go to less impactful investments can instead be directed into climateaction.Private capital can be used to advance novel technologies faster,scale up proven solutions,andsupport adaptation and resilience to improve the lives of billions.A decade ago,we saw the power of market-shaping mechanisms in global health when governmentsand philanthropists committed$1.5 billion to GAVI,the Vaccine Alliance.This landmark public-privatepartnership accelerated development and production of pneumococcal vaccines by at least five years,saving over half a million lives.Public and philanthropic funding combined with market-shaping mechanisms are keyto avoiding the worst impacts of climate change.The same sense of urgency and investment are needed to address the defining challenge of our time:climate change.Market-shaping activities are most effective when multiple players have a stake in theoutcome,but limited incentives to act individually.Climate technology producers face uncertaintiesaround the potential demand and willingness to pay for their products,while climate technologybuyers can be reluctant to make long-term purchase commitments.Market-shaping mechanisms playa crucial role in creating the collective incentive for players across the climate technology value chainby derisking both demand-side and supply-side factors and encouraging economies of scale.We know what happens if we dont invest aggressively in climate technologies.Recent models showthat if we had invested$5 billion into solar in 1985,solar would have scaledand started displacingcarbon-intensive power eight years sooner.The Challenges of Scaling Climate Technologies2 2023 Boston Consulting Group4Strategic investments in climate technologies,combined with market-shaping activities,can acceleratethe development and deployment of critical climate technologies.The aim of market shaping is toensure high-potential technologies can successfully cross the so-called valley of deaththe gap infunding that exists when companies want to transform a proven concept into a viable and affordableproduct. (choose your top 3)1.Quality control/fact-checking support in newsrooms2.International press freedom3.Overwhelming news cycle/too many stories to cover4.Lack of students/new job seekers interested in journalismDisinformation50%Lack of funding50%Trust in journalism/media40%Lack of independence in news media32%Politicization and polarization of journalism32%The decline of local news29%Quality control.123%International press.217%Too many stories.317%Pay-for-play content16%Too few journalists14%Other(please specify)11filiate marketing7%Lack of students.46%Journalist safety30creasing readership31%News and media literacy31%Competing for audience attention/against too many other stories30%Lack of time to cover stories thoughtfully33%Total sample size:1964 answersThe third most cited concern is trust in journalism,and the least cited is a lack of new students and job seekers in the industry.Nearly 80%of journalists say trust in the their area of coverage has increased or stayed the same Do you feel that your audiences trust in coverage of your area of journalism has increased or decreased in the past year?IncreasedDecreasedIts the same0 03!F%Total sample size:1964 answersMost journalists get their news from online newspapers,followed by TwitterIn general,where do you go first for your news?Online newspapers or magazinesTwitterPrint newspapers or magazinesOnline newslettersOtherTV/cable newsFacebookRadioPodcastsOther social mediaLinkedIn59%5%4%4%3%3%2%2%2%1%0 %Total sample size:1916 answersWhile the ranking stayed the same,the number of journalists who turn to Twitter for their news decreased by 4%compared to last year.Almost half of journalists believe short-form video will grow in popularity in 2023What medium do you think will grow in popularity in 2023?Short-form video(e.g.Tiktok)PodcastsNewslettersLong-form video(e.g.YouTube)Other(please specify)43%7%0 0%Total sample size:1964 answersVirtual events may be falling out of favorHow likely are you to cover a virtual event in 2022?Compared to last year,journalists who say they aremore likely to cover virtual eventdropped by 8%while those less likely to cover them rose by 7%.45&(%An event going virtual does not affect their likelihood of covering itAre less likely to cover a virtual eventSay theyre more likely to cover a virtual eventTotal sample size:2037 answersIn-person events are seeing a comebackCompared to 2022,do you plan on attendingmore or fewer in-person events in 2023?The number of journalists who plan to attend more in-person events in 2023 rose by 13%compared to last year.More 66wer 7%The same 27%Total sample size:2037 answersTop 10 events journalists plan to cover in 2023Total sample size:2037 answersUN Climate Change Conference(COP28)World Conference on Climate Change and SustainabilityWorld Economic ForumGovernment Social Media ConferenceComic-Con San Diego1.2.3.4.5.6.7.8.9.10.TEDSXSWNational Civil Rights Conference New York International AutoShowE3Social media usage and habits2The number of journalists tracking their stories on social media is growingTotal sample size:1916 answersDo you track how many times your stories are shared on social media?No 34%Yes 66%This number has grown about 4%since our 2021 State of Journalism survey.Twitter is the most valued social network,followed by Facebook and LinkedInWhat social network is most valuable to you as a journalist?Twitter7842$%9%4%1cebookLinkedInInstagramYouTubeRedditTikTokSignalSnapchat0 0%While the rankings are the same as last year,a shakeup may be happening.LinkedIns popularity grew by 8%this year and TikTok jumped up 5%.Meanwhile,Facebook fell by 5%.Total sample size:1916 answersJournalists plan to spend more time on LinkedIn and YouTube,less time on FacebookDo you expect to spend more or less time on the following social networks this year?0 0%Twitter33(2cebook36%LinkedIn28%Instagram16%8%Reddit80%YouTube8%TikTok10%2%SnapchatMoreLessLinkedIn and YouTube will likely be winning a lot of journalists attention this year.They have the biggest difference between those who will spend more time there vs.less.Snapchat and Facebook are the only platforms where it looks like more journalists are stepping back.Total sample size:1916 answersMost journalists consult a companys social media in their reportingWhen reporting on a company,I consult the companys social mediaStrongly disagree 6%Disagree 7%Strongly agree 15%Neither agree nor disagree 26%Agree 44%Total sample size:1916 answersNearly all journalists use TwitterTotal sample size:1916 answersDo you use Twitter?Yes 90%No 10%Journalists are split over leaving TwitterHave you considered leaving Twitter in the last year?YesNoIm not sure0 0PD%7%Total sample size:1707 answersFollowing news,promoting their work and finding sources are the top 3 ways journalists use TwitterHow do you use Twitter professionally?Follow the newsPromote my workFind sourcesConnect with other journalistsShare my opinion/point of viewConnect with my audience/readersDiscover new voices0 0 xigaHC%Total sample size:1710 answersMedia relations and pitches preferences3Some journalists are more receptive to pitches this year vs.last yearCompared to a year ago,I am:More likely to respond to pitchesLess likely to respond to pitchesJust as likely to respond to pitches0 0)S%Total sample size:1800 answersThis year 29%of journalists are more likely to respond to pitches,which is a 6%increase compared to last years report.Many journalists lament the lack of relevant pitchesWhy do you immediately reject otherwise relevant pitches?Lack of personalizationBad timingOther(please specify)Confusing subject lineToo lengthyLarge attachments0 0$!%3%Year after year,journalists say the same thing:pitches get rejected if they arent personalized or come at a bad time.However,about a quarter of allotherresponses say the pitches they receive are unrelated to their beats.Total sample size:1800 answersMost journalists get up to 5 pitches per dayHow many pitches do you receive on an average business day?And about 60 people said their email is clogged with at least 255 pitches every week.Total sample size:1800 answers015610112021303140415051 00 0PpP %9%4%2%1%3%Many journalists put out 24 stories per weekAbout how many stories do you publish in an average week?But another 47%create more than 5 stories a week.Total sample size:1800 answers01245781011 00 %51%9%Only about one in four journalists say none of their stories come from pitchesAbout what portion of storiesyou publish originate from pitches?About the same amount say half or more of their stories come from pitches,while the majority get about a quarter of their stories that way.Total sample size:1800 answers0One in fourTwo in fourThree in fourAll00 U%6%2ademic experts reign supreme as the most credible sourcesDo you consider the following to be credible sources for your reporting?Academic subject matter expertsCEOsCompany PR professionalsAgency PR professionalsSocial media personalities/influencersCelebrity spokespeopleBloggersSelf-appointed subject matter expertsNone of the above0 0bI5%7%They may hold the second spot,but CEOs have fallen out of favor after dropping 12%in two years,while social media personalities gained 7%during that same time period.Meanwhile,PR pros held steady year-over-year with about half of journalists finding them a good source.Total sample size:1800 answersLocalization was less important for shareabilityWhat makes a story shareable?Subject connected to a trending storyContains an image or infographicExclusive and/or surprising dataEasily localized/made relevant to your target audiennceContains a videoBrevityInvolves a relevant social media influencerQuotes from a company spokesperson0 0icTG$ %Last year,54%of journalists said stories were more shareable when they are easily localized.This year,only 47%say the same thing.Total sample size:1916 answersBeats,mediums and audiences 4What industries do you cover?

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