Wednesday, April 5, 2017, 1:39 PM
You may have heard the word “truth” discussed in current popular culture conversations. What are alternative facts anyway? A point of view, a news angle, the “truth” is often manipulated.
In many cases, truth is dependent on trust, which requires a relationship and is built upon over time. As creators of news and public information, trust is our most valuable asset.
At Cision/PR Newswire, trust is the foundation of our business. We would have no service to provide if not for trust. Our customers trust us to distribute their content and journalists trust us to have verified customers’ content.
In the Cision’s 2017 State of the Media Report, journalists expressed that the public still values the facts over opinions and feelings, by a large majority.
This is especially good news for PR Newswire clients, who must be candid and clear when deciding what stories they want to tell to their audiences.
According to “Five Ways Brands Can Combat Fake News with Press Releases,” Customer Content Services Manager Jennifer Tolhurst explains that “communicators have always understood that transparency and clarity benefits their brand story. That’s how they retain the trust of audiences, who accept branded content so long as they have a full view of what it is and who it is from.”
Tolhurst outlines best practices that brands can follow, including using straightforward headlines, providing clear quote and research attribution, identifying the source (the party responsible for the news), giving media contact information for follow-up, and telling a story in an authentic voice.
Journalists are looking to brands to provide this newsworthy information.
According to the State of the Media report, journalists cite press releases and story leads as the most valuable PR resource, with expert interviews/story sources and sourcing images and video also included. While journalists continue to rely on PR professionals, 92% said that being right is more important than being first. Bottom line: The media is counting on organizations to provide them with factually correct and newsworthy information.
So, how can brands better partner with journalists to increase their earned media opportunities?
Continue reading this article on Beyond PR: Building Journalists' Trust With Press Releases