Why PR Should Help Restore Public Trust in the Media and How It Can Do It

Why PR Should Help Restore Public Trust in the Media and How It Can Do It

Why PR Should Help Restore Public Trust in the Media and How It Can Do It. PR can and should help restore that trust. Business is viewed as the only one that can make a difference. Since lack of public trust in the media damages trust in corporate news announcements, business and its PR professionals have a vested interest in improving the media’s reputation. Be completely candid when making news announcements about your company and its brands. “Spinning” or submerging facts can end up being perceived as “fake news.” Educate C-level executives about the greater need for transparency in corporate communications. Placing news announcements (or advertisements) in fake news sites or disputable news sites will ultimately be counterproductive. Decline to support those that publish fake news. Adjust your media monitoring tool to include websites known to produce false information. PR can counter that trend with corporate authenticity, advanced media monitoring tools, and swift responses to false news reports.

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Public trust in the media has clearly fallen to new lows. PR can and should help restore that trust.

Numerous surveys have revealed a gradual decline in trust in the media. Only 32% of respondents to a recent Gallup poll said they have “a great deal or fair amount of trust in the media.” Trust in media (43 percent) fell precipitously and is at all-time lows in 17 countries, according to the 2017 Edelman Trust Barometer.

Trust in government, business and nongovernment organizations (NGOs) also fell. Business is viewed as the only one that can make a difference. Three out of four respondents agree a company can take actions to both increase profits and improve economic and social conditions in the community where it operates.

Since lack of public trust in the media damages trust in corporate news announcements, business and its PR professionals have a vested interest in improving the media’s reputation. Here’s how PR can accomplish that goal.

Be transparent in issuing corporate news. Be completely candid when making news announcements about your company and its brands. “Spinning” or submerging facts can end up being perceived as “fake news.” Educate C-level executives about the greater need for transparency in corporate communications.

Supply the media only accurate information. Make sure to verify and fact check PR pitches and make sure corporate claims and promises…

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