Cision 2017 State of the Media Report.
With the rise of “fake news,” fact-checking and overall circulation of misinformation, a major trend presented itself in Cision’s 2017 State of the Media Report: journalists are extremely concerned with the public perception of their industry.
Insights from 1,550 of North America’s top journalists and influencers point toward a severe dip in trust. Ninety-one percent of journalists believe the media is somewhat or much less trusted than they were in past years. This lack of trust aligns with the 2017 Edelman Trust Barometer, revealing trust is at an all-time low.
Executive brand voices hold more of the public’s trust than the media, a reversal compared to previous findings.
Cision’s study delves into what makes journalists tick, including reports on pitching preferences, facts vs. feelings in stories and how journalists choose to pursue stories among others.
Also discussed in the study were the strides made toward the digital and social media migration. State of the Media findings show that Facebook has become the leading audience engagement tool. The need for brands to communicate across multiple channels has grown in importance with the rise of independent media influencers (bloggers, social media personalities, etc.).