According to a recent survey by Cision and George Washington University, journalists are using social media more than ever to source and research stories. However, they trust social media sources less than "traditional" ones. 

Eighty-four percent of the journalists surveyed said that social media sources were "slightly less" or "much less" reliable than traditional media, with 49 percent saying social media suffers from "lack of fact checking, verification and reporting standards." 

The results demonstrate the fast growth of social media as a well-used source of information for mainstream journalists, but the survey also made it clear that reporters and editors are acutely aware of the need to verify information they get from social media. 

Another finding was that most journalists turn to public relations professionals for assistance in their primary research. Editors and reporters surveyed said they depend on PR professionals for "interviews and access to sources and experts" (44 percent), "answers to questions and targeted information" (23 percent), and "perspective, information in context, and background information" (17 percent). 

According to Don Bates, founding director of the GWU Strategic Public Relations Program, "Social media provides a wealth of new information for journalists, but getting the story right is just as important as ever. As PR professionals increasingly utilize social media as a means of communicating, they have a bigger responsibility than ever to ensure the information they provide journalists is accurate and timely, provide access to the primary sources who can verify the facts, and be knowledgeable enough to provide accurate background and context."