In news stories we trust

Keeping fake news in check

Posted by Brigitta de Vries on November 21, 2018

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Fake news is a phenomenon that is influencing public opinion and - you could even say - has a negative impact on the reputation of the media. However, it is not the legitimate media that spread fake news. It is us readers who need to be more critical. Search results provide so much information in such an easy way it is easy to only look at the first 3-5 results and go with what we like to believe. The onus is on us to ask if it is a legitimate source, has the article been written by an actual journalist, is it a news piece, or is it an opinion or commentary?

News stories by journalists cite sources, give attributions, present different viewpoints and strive for balance. They use facts and try to tell it as it is.

So you may ask yourself where do journalists get their information, how do they know if information is coming from a trusted news source?

Trusted point of reference

A recent survey by Cision highlights the traditional press release as the most valuable and trusted source for journalists around the world. Faced with a lot of change in the industry, the staffing reductions, explosion in social networks and blogs, and fake news concerns, it seems journalists are more dependent than ever on Public Relations professionals and their press releases as a reliable source of company information.

We’re not surprised by the results of Cision’s 2018 Global State of the Media Report. The honest, information-loaded press release is the motor of valuable content whether relaying a news announcement, a snapshot of original research or showcasing an innovative application. It sparks interest and encourages editors to dig deeper via a spokesperson, or to commission a feature or technical article. Supported with eye-catching and informative multimedia assets, it equips them with accurate content they can share (yes, trade media journalists are active followers and users of Twitter, LinkedIn too!).

Social amplification

Indeed, we shouldn’t ignore the value of social media and how it can amplify a news story. The goal of media relations is to connect with your target audiences. And with today’s social media we have a variety of established communications channels that reach deep into vertical markets and strengthen the story, making the great content you have work harder and reach more people.

At EMG we believe in getting quality coverage, written by independent editors in trusted publications and delivered from trusted sources on social media platforms like LinkedIn and Twitter, with the ultimate aim of driving interest that creates business opportunities and leads. We take pride in working with our clients to combine valuable content with the right communication channels so you can attract new audiences, increase brand exposure, and create brand authority.

Without wishing to sound like a broken record, creating strong content is the key. It’s fundamental whether for YouTube, a podcast, a webinar or a company blog. We’re certainly happy to keep on raising a glass to the good old press release too!

 

Source: Cision’s 2018 Global State of the Media Report - page 9.
The company surveyed 1,355 journalists from across six countries on their perception of the media and communications industries

 

Media Relations