Better but still lower.
According to Axios, “efforts to bring transparency to media — including attempts by journalists to publicly defend their work, media literacy campaigns, more transparent funding and improved fact-checking partnerships — have helped the media recover a bit of trust with the public after hitting an all-time low in 2016″
How to continue to improve?
Journalists to defend themselves…
“study from Louisiana State University’s Manship School of Mass Communication suggests that journalists can actually increase trust in the media by speaking out in defense of their profession …
… and improve with more accuracy, more transparency and less bias…
… while also doing more fact checking.: Which is second with this “poll by Gallup and The Knight Foundation this year found that efforts to restore media trust among most Americans can work “particularly if those efforts are aimed at improving accuracy, enhancing transparency and reducing bias.”
… with recognized sources and countered partisan perceptions…
“people are less likely to perceive a report or set of facts as being biased if they are unaware of the outlet producing them. It concludes that restoring trust in the news media may then require news companies to actually address and counter shared perceptions of bias and inaccuracy within partisan groups.”
… led with their media brand values.
“Transparency in funding can work, too, especially as more news organizations veer away from the advertising-funded model”.”Companies now have to lead with their values and offer transparency in the process,”
Sounds familiar? Yes. It’s all about Brands.
Not only, did we recently shared our takeaways from the 50 Big Ideas for 2019 and the desire for Trust in Brands but TrustedOut is based on the principle that branding in media is the sole solution to fight misinformation.
Values of a brand are the trustworthiness of a media,
A brand will fight for its value, here with media, for accuracy, for its perspective and tone and always deliver what you expect from this brand. An article may, accidentally, be wrong, an author may sometimes be wrong, the only safety net is the brand which will fight back, correct and improve.
In a chaotic and challenging environment, Brand values are the only solutions for stable trust.
Like with cars or food, some people may not like a brand and like another one, but those brands will always deliver, and fight for, the values you expect from them.
This is why, unsurprisingly, those surveys are aligned with our mission at TrustedOut: Focusing and profiling media brands so you can define those you trust and those you don’t. Define your corpus and feed your analytic tools or create your brand safety perimeter of your trust for your strategic decisions.
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