WASHINGTON, March 20, 2017 /PRNewswire/ -- The results
of a new national poll by global communications agency Weber
Shandwick, public affairs specialty firm Powell Tate and KRC
Research finds that the proliferation of fake news is weighing
heavily on the minds of Americans. According to A Real Plague:
Fake News, more than eight in 10 Americans (82 percent) are
concerned about the impact fake news might have on the credibility
of the news and information they receive from the media. This high
level of concern is common to both political parties, both genders
and increases with age.
Three-quarters of Americans (75 percent) acknowledge that it is
difficult to determine what news is accurate and what is not, and
seven in 10 (70 percent) believe that they have read a fake news
story. Perhaps most troubling, however, is the finding that a large
71 percent of respondents think that fake news is contributing to
incivility in society. Americans possibly believe that fake news
stirs up emotions such as anger, confusion, anxiety and
disengagement, all leading to greater incivility and polarization.
With 69 percent of Americans believing that our country has a major
civility problem, the spread of fake news has alarming
consequences. More than half of Americans (58 percent) believe the
level of civility in our nation could be improved if social media
sites and search engines curbed fake news.
"People depend upon the truth to understand the world around
them. Our research reveals that Americans are experiencing
considerable doubt and confusion over what they are being told,
what they are hearing and what they are reading," said Leslie Gaines-Ross, chief reputation strategist
of Weber Shandwick. "The marketing and communications industry has
an important role in facilitating solutions that advance
trustworthy news and information to all Americans and Weber
Shandwick is determined to do what we can to help in the fight
against false news."
Americans blame a combination of sources for the distribution of
fake news. When asked to write in who or what they think is primary
responsible for the distribution of fake news, Americans most
frequently named the media, social media, attention seekers and
political entities such as parties and politicians. Democrats and
Republicans had similar top sources of blame, though Republicans
were twice as likely to name the media. Few Americans see
themselves as responsible for the spread of fake news – only nine
percent say they have ever shared a fake news story online.
Weber Shandwick helps organizations build and protect their
reputations based on trust and integrity, navigating this new world
in which fake news proliferates. The firm is also committed to
using its convening power to bring industry stakeholders across
media and marketing together to begin to discuss ways to combat
fake news.
The full report on A Real Plague: Fake News can be found
here.
About the Research
A Real Plague: Fake News is a supplementary report to
Civility in America: A Nationwide Survey conducted by Weber
Shandwick and Powell Tate, in partnership with KRC Research. This
seventh wave of Civility in America was fielded online from
December 9 to 16, 2016, among a
sample of 1,126 U.S. adults 18 years and older, drawn from a
national consumer panel. The survey included this definition of
fake news, presented after asking about awareness of fake news:
"Fake news is news that is intentionally written to provide false
information to the reader. It is typically distributed online."
About Weber Shandwick
Weber Shandwick is a leading global communications and
engagement firm in 79 cities across 34 countries, with a network
extending to 127 cities in 81 countries. The firm's diverse team of
strategists, analysts, producers, designers, developers and
campaign activators has won the most prestigious awards in the
world for innovative, creative approaches and impactful work. Weber
Shandwick was the only public relations agency included on the Ad
Age Agency A-list in 2014 and 2015 and the only PR firm designated
an A-List Agency Standout in 2017. Weber Shandwick was honored as
PRWeek's Global Agency of the Year in 2015 and 2016, The Holmes
Report's Global Agency of the Year in 2010, 2012, 2014 and 2015 and
The Holmes Report's Global Digital Agency of the Year in 2016. The
firm deploys deep expertise across sectors and specialty areas,
including consumer marketing, corporate reputation, healthcare,
technology, public affairs, financial services, corporate social
responsibility, financial communications and crisis management,
using proprietary social, digital and analytics methodologies.
Weber Shandwick is part of the Interpublic Group (NYSE: IPG). For
more information, visit http://www.webershandwick.com.
About Powell Tate
Founded by two of Washington,
D.C.'s most respected press secretaries – Democrat
Jody Powell and Republican
Sheila Tate – Powell Tate has been
one of Washington, D.C.'s leading
public affairs firms for more than two decades, maintaining its
bipartisan heritage while developing cutting edge programs that
communicate across the political aisle and multiple platforms.
Recently cited as one of Washington,
D.C.'s "Best Places to Work" by the Washington Post and
Washington Business Journal, Powell Tate is a division of Weber
Shandwick. For more information, visit www.powelltate.com.
About KRC Research
KRC Research is a global full-service nonpartisan opinion
research and strategy firm. A unit of the Interpublic Group of
Companies (NYSE: IPG), KRC Research offers the quality and custom
service of a small firm with the reach of a global organization.
For over 30 years, KRC Research has worked on behalf of
corporations, governments, not-for-profits and the communications
firms that represent them. Staffed with multidisciplinary research
professionals, KRC combines sophisticated research tools with
real-world communications experience. For more information, visit
www.krcresearch.com
Contact:
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Kimberly
Dixon
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Company:
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Weber
Shandwick
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Phone:
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212.546.7876
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Email:
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kdixon@webershandwick.com
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To view the original version on PR Newswire,
visit:http://www.prnewswire.com/news-releases/82-percent-of-americans-register-concern-about-the-impact-of-fake-news-300426082.html
SOURCE Weber Shandwick