Public Relations

Accuracy over exclusivity

Cision recently released its 2018 Global State of the Media Report, a look at the trends and topics affecting PR, journalism and the media.

The headline? “According to three-quarters of the survey’s respondents, being 100 per cent accurate in their reporting is more important than being first on a story or the promise of exclusivity.”

In the fake news era, being honest and accurate trumps all. 75 per cent of respondents globally said getting things right is most important to their news organisation. Being first to publish was most important to only 10 per cent globally.

This focus on accuracy could, however, be seen as a positive, with consumers now becoming more aware of potential misinformation and not believing everything they read or hear right away. The report states 56 per cent of respondents globally – 51 per cent in the UK – said that fake news is making readers sceptical about what they read. However, 71 per cent of people globally also said that people have lost trust in the media.

The impact of social media was another key trend in the report, with journalists worried that audiences are bypassing traditional media and accessing their news on social platforms. Second only to staffing and resources, 25 per cent of respondents said that social media was one of the biggest challenges their jobs are facing.

The final point that I found of particular interest in the report was the power of the press release. Journalists “still say their most valuable and trusted piece of PR content is the traditional press release… provided they’re giving them information that’s accurate, newsworthy, and that can be used to enhance their coverage.”

20 per cent of respondents stated that their relationships with PR professionals are now more valuable, with a further 70 per cent saying it has remained neutral. News announcements and press releases are still a valuable tool – 44 per cent said that press releases are their most trustworthy source of brand-related information.

For more information, click here to download the full report.

Disclaimer: statistics in this blog post are from the 2018 Global State of the Media Report and this post is my interpretation of this data.

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