Distrust in Media driven by distrust in government.

According to VisionCritical: “trust [in Media] among the informed public in the U.S. plunged 23 points to 45, making it the lowest of the 28 countries surveyed. The collapse of trust is driven by a staggering lack of faith in government. This fell 14 points to 33 percent among the general population, and 30 points to 33 percent among the informed public. [Numbers are for the USA]”

63% can’t recognize journalism from rumors.

“The 2018 Trust Barometer found 63 percent of respondents don’t know how to tell good journalism from rumor, or whether a respected media organization had produced a piece of news. But the public doesn’t rely solely on news media organizations to stay informed. We also use search engines and social media. The irony is that these platforms—once hailed as the future of media—are hurting too. The rising distrust of traditional media comes at a time when social media giants such as Facebook are facing intense scrutiny about their role in spreading disinformation. The Huffington Post recently announced it would no longer rely on unpaid bloggers.

Journalism for the win!

It’s all about brand values.

We recently published in “Why customer trust is more vital to [media] brand survival than it’s ever been” :

Gaining trust: demonstrate [media] brand clarity of purpose and core values and be transparent with all policies and procedures.

“Board and staff members need to adhere to these ethical standards as, in effect, they are the brand and only they can elicit consumer trust,” he [Director of brand agency Hulsbosch, Jaid Hulsbosch] says.

To do this, a corporation and its brand needs to be determined to demonstrate brand clarity of purpose and core values and be transparent with all policies and procedures”

Profiling Media Brands to secure trust in analytics and brand safety.

Brand values for any business, including Media, are the foundation of trust for customers, readers. Understanding them is the solution to secure trust in analytics support for strategic decision making and totally secure advertiser’s brand within a campaign.

Questions? Shoot!

 

Time for journalists to acknowledge that they write from a set of values, not simply from a disinterested effort at truth?

As Columbia Journalism Review puts it, “one gets the sense that the pitch of anti-press sentiment is now the most fevered it’s been since the founding of the republic. In fact, presidents from George Washington on, including Thomas Jefferson… judged newspapers to be full of lies. “. Sounds familiar?

Credits: cjr.org

Readers responsibility to discern for themselves the difference between what can be trusted as factual and reporter’s judgment. 

“… the old days of ritually objective news reporting (he said/she said) are not gone but have been reduced in importance from the 1970s on, as mainstream outlets have increasingly emphasized analysis in news coverage—not quite so much “who, what, when, where” as “why.” There has been a profound cultural shift in journalism during this period. The limitations of straitjacketed objectivity came to be understood and journalism began to embrace the necessity of interpretation… In the face of the severe economic problems afflicting daily newspapers, leading metro dailies have continued, whenever possible, to pursue aggressive, analytical journalism. This places great responsibility on readers to discern for themselves the difference between what can be trusted as factual and what represents the reporter’s judgment—a judgment that, however conscientious, goes beyond documented facts.”

“It may also be time for journalists to acknowledge that they write from a set of values, not simply from a disinterested effort at truth.”

“This will not be easy, since journalists have spent decades denying that their personal values have anything to do with their news reporting.”

Trust is personal. Personal is Trust.

“Tom Rosenstiel, the executive director of the American Press Institute, told her that for many people, “there’s ‘the media’ (bad) and there’s ‘my media’ (fairly good).” Likewise, he noted, people have little faith in Congress but think their own local representatives are okay.

Sounds familiar? Yep. We wrote about this…

developed in this post: While distrust is general, trust definition is personal.

Bottom line: Media should strengthen their brand values with the upmost  transparency to increase Reader’s trust.

Questions? Shoot!

“Local leads to trust”

“The shorter the distance between our neighbors and our news, the stronger our community.”

This article from NiemanLab about an event organized by the Knight Foundation is a perfect follow up to our previous post:

The decline of local newspapers impact on democracy.

Saving the Soldat Local News

… and, as a reminder the Knight Foundation did commit an addition $300M to support journalism and local news

Saving journalism. [updated 2/19/19]

The American Journalism Project

Things are definitely moving with the launch of the American Journalism Project, a venture philanthropy effort co-led by Chalkbeat founder Elizabeth Green and Texas Tribune founder John Thornton, with $42 million in its first fund.

Attention, money, efforts… we’ll keep you updated on this. Stay tuned.

Questions? Shoot!

 

 

“Why customer trust is more vital to [media] brand survival than it’s ever been”

We recently wrote in the post below:

“Your Trust is based on the publisher brands you value.”

TrustedOut’s market

Because Trust and brands are so linked, including for Media, we wanted to share our takeaways from this CMO (Chief Marketing Officer) article “Why customer trust is more vital to brand survival than it’s ever been” [article applies beyond Australia].

Authenticity is key to trust, so how do [media] brands build this in a world of digital and social upheaval?

“Simply saying a brand is going to do something, without backing it up with actions, is a consumer disaster waiting to happen.”

“It’s about being transparent, doing what is expected and shared values. Key to this is the internal culture of the brand becoming more evident,” she [Qualtrics customer experience subject matter expert and principal consultant, Vicky Katsabaris] says. “The expectation is you deliver to those values with more purpose-driven activities so you are living and breathing the values.

Gaining trust: demonstrate [media] brand clarity of purpose and core values and be transparent with all policies and procedures.

“Board and staff members need to adhere to these ethical standards as, in effect, they are the brand and only they can elicit consumer trust,” he [Director of brand agency Hulsbosch, Jaid Hulsbosch] says.

To do this, a corporation and its brand needs to be determined to demonstrate brand clarity of purpose and core values and be transparent with all policies and procedures”

2019 predictions.

This confirms our predictions for 2019…

Top 2019 predictions: Privacy and Transparency

…  and confirms the uptrend in trust in media lately.

 

 

 

The decline of local newspapers impact on democracy.

 

A recent study published in Oxford’s Journal of Communication (and available here) shows some very interesting links between the impact of losing a local newspaper and the increase of bipartisan (left or right) votes. Here are our takeaways:

Newspaper Closures Polarize Voting Behavior

Missing local news has a negative impact on political outcomes

“Local news sources are not merely suffering in this new marketplace—many are disappearing for good (Hindman, 2009; Shaker, 2014). As newspapers close, other local media are not emerging to fill the information gaps, with negative impacts on important political outcomes”

Less local news, less regard on local politics.

“Another emerging literature details negative consequences of declining local news. Where local newspapers are weaker, people know less about their representatives and subnational governments and turn out at lower rates (Hayes and Lawless, 2015, 2018; Kübler & Goodman, 2018; Shaker, 2014), and municipal governments spend less and borrow at higher rates (Gao et al., 2018; Yazaki, 2017). ”

The Nationalizing Media Environment and Political Polarization

Less news opinions creates more, national-based, bipartisan decisions

“Declining access to quality local news is harmful to voter behavior and responsive governance, leading to more corruption (Arnold, 2004; Besley, Burgess, & Prat, 2002; Campante & Do, 2014; Strömberg, 2004) and lower voter turnout (Schulhofer-Wohl & Garrido, 2013). In the absence of quality local news options, Americans may rely on partisanship and national news to inform their political decisions (Hopkins, 2018; Trussler, 2018).” A relative reduction of local news in the media marketplace may result in less exposure to local news and more regular exposure to national media, with significant effects on engagement and partisan voting (Clinton & Enamorado, 2014; Hopkins & Ladd, 2014; Hopkins, 2018).

When a local newspaper closes, split-ticket voting decreases by 1.9%.

[Split-ticket voting refers to when a voter in an election votes for candidates from different political parties when multiple offices are being decided by a single election, as opposed to straight-ticket voting, where a voter chooses candidates from the same political party for every office up for election. – Wikipedia]

Less local news mix local and national matters.

“Our findings connect the literature on the polarizing effects of the changing news environment to scholarship on the negative democratic consequences of the decline of local news: just as adding the internet or partisan cable news to the media environment can influence voting behavior, removing a local news source from the marketplace may polarize the choices citizens make”

So, now, what?

We wrote on Jan 17th, the post below announcing Google, Facebook, and now the Knight Foundation have reach a whooping $1B financial support quality journalism and for local news…

Saving journalism. [updated 2/19/19]

Also, on Feb 11th, we published this:

Trust, Media and Democracy

Why it matters to us

Quality journalism is mandatory for democracy and vital to Media brand values. The foundation of TrustedOut Media profiling  to provide sources Analysts will define as their need and trust in Business Intelligence, Advertising and PR.

Questions? Shoot!

Trust, Media and Democracy

click here to read report

The Aspen Institute and the Knight Foundation recently released a report on a commission they organized about Trust, Media and Democracy. While coming from America, we believe most can apply wider.

If you don’t have the time for the length report, this medium page is very interesting. Here are our takeaways in the light of our previous posts, regrouped in 3 main categories:

10 ways to rebuild trust in media and democracy

Before starting up, we can not resist to simply cut and paste the introduction paragraph: “Our nation is experiencing a crisis of trust. We believe that reliable news is vital to our democracy, but many of us can’t name an objective news source. Concern about “fake news” is high, but we can’t agree on what that means. We can’t even assume every American is operating under the same set of facts. We retreat to polarized political tribes and don’t want to listen to anyone outside them.” – Superbly written and so much in alignment with what we believe and the motivation to create TrustedOut.

Of course, the purpose here is not a posture of “we know better” but rather than copycatting what the article says, simply note we wrote about most of those points and thus, are in agreement with them.

a/ Privacy and Transparency (#1, 5 & 6)

Top 2019 predictions: Privacy and Transparency

b/ Financial support (#2, 3, 4 & 7)

Saving journalism.

c/ Education (#8, 9 & 10)

Media trust over education stages

Feedback welcome. Go the bottom of any TrustedOut.com page…

The incredible story of a 10 year long fake, success story.

For 10 years. Fake pharmaceutical, fake CEO, real top-notch business school.

It’s the real story of the fake story of Berden and its CEO. Both are the result of a top notch curriculum at HEC in France. [HBR story here]. The course is to control Enterprise reputation and the challenge was to create a Co., Berden, and its CEO, Eric Dumontpierre. And the success was incredible. For 10 years, the CEO was beloved, the company was super visible, to the point a real competitor sent a cease and decease for a… fake product of fake Berden.

The trick: Do not talk to medias

“The students had only one constraint to respect: not to communicate directly with the media. They had to build their reputation organically, by building an online ecosystem of websites and social network accounts where they would publish press releases and other information about the company, its history and activities.”

The method: Spread false…

Recent studies show that false information is easier to peddle than true information

… bold…

Research on the dissemination of “fake news” shows that students have used communication techniques identified decades ago by researchers as drivers of this phenomenon. Readers are more likely to circulate strong stories that evoke emotions such as fear (river pollution), disgust (child labour) and surprise or joy (32-hour work week) than smooth stories.

… repeat, until it sounds true.

Researchers have shown that repetition increases perceived veracity. In other words, familiarity induces credibility.

The fix: Trust profiled medias.

As previously written here, the solution to avoid this chaos is for medias to have clear values delivered and defended by professional journalists. THE weak point, the trick used here is the absence of contact with medias.

Absence of media opens the door to total chaos in education, opinions and decision-making. TrustedOut Corpus Intelligence is here to profile a totally unbiased, AI-Operated, Media database so Intelligence tools are fed with the content business analysts trust.

 

Saving journalism. [updated 2/19/19]

Major Tech Cos to the Journalism Rescue.

In this week’s Axios Media Trends, we can read “Major tech companies and moguls are pouring lots of money into initiatives to support quality journalism, after months of bad headlines about fake news and the longer-term struggles of business models for journalism, especially at the local level.”

Doing it again.

Microsoft President is making a very interesting point:

“I think we should all care about high quality journalism. … I keep hoping that we’re gonna see the journalism profession come out the other end. Remember, a decade ago, people were saying, ‘Gee, there’s no future in high quality audio visual entertainment.’ It [was] being decimated by cable and then a new business model emerged.”
— Brad Smith

Facebook, Google: $300M each.

Large tech are showing signs of love to journalism. After the 200,000 free Google Suite account, Facebook and Google, each are granting $300M to news programs. WordPress is also investing “six figures” in The News Project, a full-service publishing platform specifically built for digital news publishers.

WordPress just announced Newspack in partnership with… Google.

“While local media might not get as much coverage as the national press, it serves an equally important role in society. That’s why the decline of local newsrooms in the U.S. has been a troublesome trend in recent years. The Google News Initiative is now partnering with WordPress to invest $1.2 million in creating a “fast, secure, low-cost publishing system tailor-made to the needs of small newsrooms” called Newspack (backed by Google, the Lenfest Institute, the Knight Foundation, and others.)

Journalism, the cure to media distrust.

As we wrote previously, quality journalism respecting privacy and transparency, delivering the brand values of the media they work for is the solution to the current distrust, driving to misinformation and, ultimately, to violence.

Top 2019 predictions: Privacy and Transparency

Optimism and method for greater trust in media.

A win-win relationship

Large tech, such as Facebook and Google need media. No trust in media means less dialogs online, less traffic for them.

By providing the framework to provide quality journalism AND a more sustainable business, large tech and medias are on a sound win-win relationship.

We will have to watch carefully the dependance on media businesses, but for now, we, at TrustedOut approve those initiatives helping our Corpus Intelligence with solid, well profiled medias.

Update: Pledges to save local news reach nearly $1 billion

Questions? Comments? Contact us!

Behind the business case #2: Media Metrics

Our content team worked very hard to define, what we hope is “the most comprehensive and media profiles database, and select all the necessary fields and always up-to-date taxonomy. Of course, this is an on-going process but so far….

We are today at 66 fields and 450 categories.

Along the way, we challenged ourselves on how insightful a field would be to decide to add it.

“Out of digital” is a field collecting all supports beyond online for a media, such as paper, radio, TV….

Now, the question is: Does it matter? or for TrustedOut goal…

Do Pure Players have an impact on your analytics?

We ran our Corpus Analytics on the Corpus used for the BPI Events:

And did an A/B testing, all media and Pure Players only with 2 versions of a Corpus using the very same analytics tools, here Netvibes, and arrive to the conclusion:

Yes, Pure Players influence your analytics.

So, we kept “Out of digital” for our Corpus Intelligence and now our AI keeps on updating it  at all time.

Continue reading the complete business case…

Products, Media, Movements leaders. All about Brand values.

Credits: LCI. Image taken from the article page.

The “Yellow Vests” movement in France is a very interesting event in media trust and interaction. Great reading with this article on lci, “Mobilization of the Yellow Vests: “The media is in a paradoxical position”” (in French) (Google translation in English here). Here are our 2 takeaways:

1. Beyond distrust, violence.

“Avoid Media to get informed” – Yellow Vest leader

The movement in the center of the news does not recognize itself when they watch the news. This creates a profound distrust driving to confrontation, and violence. “Between live shows showing the “truth” shared thousands of times, comments by hundreds insulting journalists, and even an event proposing to “besiege the media” – gatherings in front of television channels”

How to improve trust in media?

Optimism and method for greater trust in media.

In our blog post referenced above, we covered ways to improve the trust in media:

1/ Journalists to defend themselves
2/ and improve with more accuracy, more transparency and less bias
3/ with recognized sources and countered partisan perceptions
4/ led with their media brand values.

2. Trust what leaders trust.

“In seeking information online, Yellow Vests are also influenced by “messengers”, who themselves do not like the media… it is difficult to “prioritize what is most important, in terms of credibility, in the public’s choices”…

one of the most important criteria is the advice of peers, that is, people in whom I trust or resemble me”.”

From the article: One leader says he likes reading Russia Today, another likes someone “close to Dieudonné (convicted in court eight times on antisemitism) or Alain Soral (Critic of Capitalism, communitarianism, feminism, Zionism)”. In a stream of information without hierarchy, where a comment on Facebook, a live video or a media article have the same value, all truths would be good to take. Sometimes opening the door to conspiracy theories, as we have seen over the past few weeks.”

We are our education.

Don’t get us wrong here, we are not trying to denigrate this or any other movements. All this is fine as long as you are aware of who wrote what you read, which will drive your opinions, your decision-making and thus, who you are. In other words, gauge where information is coming from before doing anything with it. Think before you act. Gauge before you like, retweet, comment…

This is true at the individual level, reader, protester, thought leader, but even more true for businesses. How can you make strategic decisions — analytics/intelligence, ad placements or PR efforts — on content not corresponding to your trust criteria?? 

We covered some of this in this blog post about Trust over education stages, colleges and high school.

Media trust over education stages

Conclusion:

We are at a critical inflection point in the way we get and act upon our news. Trend, so far, has been to distrust media which moved readers to social networks. Numbers show there is even less trust in social media and echo chambers with closed groups can be a threat to democracy (France: 35% general news vs 19% social networks, USA: 34% general news vs 13% social networks). So, what do we do?

Media must be driven by their brand values.

See point #1 above and more in this blog post “Optimism and method for greater trust in media

Media must be profiled to be identified.

Yes, this is why we are doing TrustedOut. We will in production in early 2019 but are already accepting beta testers (interested? let us know asap).

While identifying who’s talking is mandatory to anything you do with any content, TrustedOut focused, for now, on Business to Business with…

IMMEDIATE BENEFITS FOR:

‣ Business Intelligence: Trust the Decisions you make with content you trust.
‣ Brand Safety: Define the perimeter of media you trust to promote your brand.
‣ PR Coverage: Set and compare different media groups by trust levels.

Questions? Please visit our FAQ or contact us!