Traditional media makes a comeback in the trust stakes

One of the surprise findings of the Edelman 2019 Trust Barometer has been the traditional news media’s comeback, at least in Australia, against the inexorable march of social media. 

While the Australian public's confidence in its long-held traditions and institutions has been on the wane, the traditional media seems to have escaped this growing enmity. 

61 per cent of the 1,150 Australian respondents who participated in the global survey nominated traditional media as the source they trusted most for factual information, with 57 per cent nominating search engines.

Only 26 percent trusted social media for general news and information. 

While traditional media may be the most trusted source of information, it remains the least trusted institution in the nation.

Just 40 percent of Australians said they trusted the media, behind trust in their employer (77 per cent) non-government organisations (56 per cent), and government (42 per cent). 

What this means for your communication

Media coverage remains a powerful third-party endorsement for your business.

Partnering with a PR company can help ensure you get positive news coverage, shape the conversation about your brand and effectively engage with your customers and stakeholders. 

Developing relationships with the news media and positive coverage can boost your reputation, increase brand awareness and build your credibility.

Achieving this can be challenging given the shrinking numbers of journalists and the increasing reliance on pay for play.

However, working with a communications professional can help generate previous coverage where you need to be seen, whether in local, national, industry or regional media outlets.

It means the media can still break you
For as long as the traditional media remains the most trustworthy source of information, negative media coverage, particularly if it’s over an extended period, can have a devastating impact on your brand and your reputation.

It is extremely unwise to jump at any opportunity to get your face on the TV or in the newspapers without first considering the strategic value of the coverage and how it will be perceived by your customers and valuable stakeholders.

A classic example of this is when a journalist calls seeking a comment on a hot topic that may be affecting your industry.

While at first it might seem like a good opportunity to get some free coverage at little effort, more often than not the journalist is looking for a contrary view to generate heat in a story. 

You might suddenly find yourself cast as a vocal critic of a new government policy, or in opposition to a powerful lobby group. 

If you have a trusted communications partner they can get to the bottom of the story and advise you on whether weighing in with a public comment is advisable. 

Talk to the Elevate team about how generating positive media coverage can work for your next communications campaign.