Being fast is important, but a new study says it’s more important to be right.
Cision surveyed 1,355 journalists from six different countries, developing a snapshot of the current state of play in the news media industry. While good news came for major outlets like The New York Times, respondents said they still were on the lookout for fake news and wanted more accuracy from PR pros.
The report said:
According to three-quarters of the survey’s respondents, being 100 percent accurate in their reporting is more important than being first on a story or the promise of exclusivity. As well, 56 percent of journalists said fake news accusations are causing audiences to become more skeptical about the content they produce.
This sentiment wasn’t confined to the United States. Sixty-three percent of respondents in the United Kingdom said the public had lost trust in journalism; in France, 42 percent agreed, and Canada came in at 69 percent.
What does that mean for brand managers and PR pros? The report argues communicators and media relations teams should make accuracy their No. 1 priority.
Most [journalists] are happy to work with public relations professionals, provided they’re giving them information that’s accurate, newsworthy, and that can be used to enhance their coverage.