Traditional media trumps threat of fake news: Ogilvy

Results released today from part two of Ogilvy Media Influence’s annual global survey of more than 250 reporters and producers found that the rise in reports of “fake news” has elevated trust in traditional media, contrary to the prevailing sentiment that the recent deluge of misinformation has eroded trust in legacy media sources.

According to PRNewswire, the survey found that journalists worldwide agree that better reporting – such as comprehensive fact-checking and citing credible sources – is necessary to combat fake news.

The results, which identify social media as a key catalyst of the fake news phenomenon, further illuminate the findings of the first half of the Ogilvy Media Influence survey.

“The fragmentation of media has dramatically multiplied how consumers get their news, posing both a challenge and an opportunity for brands to tell their stories,” said Jennifer Risi, worldwide chief communications officer at Ogilvy. “If brands want to compete in a fake-news environment, they must communicate and build trust with consumers, leveraging the trifecta of traditional, digital and social media platforms to tell their stories in a way that is authentic and true to their brand.”

Key findings:

– More than half of journalists worldwide (52 per cent) find traditional media to be the most trusted news sources, followed by company websites and press releases (22 per cent).

– North America – Traditional media, 59 per cent; company websites and press releases, 15 per cent.

– EMEA – Traditional media, 47 per cent; company websites and press releases, 22 per cent.

– Asia Pacific – Traditional media, 50 per cent; company websites and press releases, 29 per cent.

– The current political climate has changed the way journalists have reported stories in the last 12 months.

– North America – More than half of journalists (54 per cent) have changed their reporting methods.

– EMEA – 41 per cent of journalists have altered their reporting based on the political climate.

– Asia Pacific – 34 per cent of reporters have adjusted their practices.

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