NEW YORK, Sept. 6, 2017 /PRNewswire/ -- Results
released today from part two of Ogilvy Media Influence's annual
global survey of more than 250 reporters and producers found that
the rise in reports of "fake news" has elevated trust in
traditional media, contrary to prevailing sentiment that the recent
deluge of misinformation has eroded trust in legacy media sources.
The survey found that journalists worldwide agree that better
reporting – such as comprehensive fact-checking and citing credible
sources – is necessary to combat fake news. The results, which
identify social media as a key catalyst of the fake news
phenomenon, further illuminate the findings of the first half of
the Ogilvy Media Influence survey, released in June 2017, in which Facebook had emerged as the
new number one media gatekeeper.
"The fragmentation of media has dramatically multiplied how
consumers get their news, posing both a challenge and an
opportunity for brands to tell their stories," said Jennifer Risi, worldwide chief
communications officer at Ogilvy. "If brands want to compete in a
fake-news environment, they must communicate and build trust with
consumers, leveraging the trifecta of traditional, digital and
social media platforms to tell their stories in a way that is
authentic and true to their brand."
Another notable result is that an overwhelming number of
respondents say that the political climate has changed the way they
report stories – suggesting that heightened political activities
and the resulting dialogue are playing an increased role in
transforming journalists' reporting strategies.
Key Findings:
- More than half of journalists worldwide (52%) find traditional
media to be the most trusted news sources, followed by company
websites and press releases (22%).
- North America – Traditional
media, 59%; company websites and press releases, 15%.
- EMEA – Traditional media, 47%; company websites and press
releases, 22%.
- Asia Pacific – Traditional
media, 50%; company websites and press releases, 29%.
- The current political climate has changed the way journalists
have reported stories in the last 12 months.
- North America – More than half
of journalists (54%) have changed their reporting methods.
- EMEA – 41% of journalists have altered their reporting based on
the political climate.
- Asia Pacific – 34% of
reporters have adjusted their practices.
- Globally, journalists believe social media (25%), polarized
media coverage (14%) and confirmation bias (14%]) have contributed
the most to the rise of fake news. Reporters in EMEA (14%) and
Asia Pacific (17%) also believe
money is a contributing factor to its rise.
- North America – Journalists
find that social media (24%), polarized media coverage (17%) and
confirmation bias (14%) have advanced the phenomenon of fake
news.
- EMEA – Reporters believe fake news is amplified by social media
(24%), polarized media coverage [16%] and money (14%).
- Asia Pacific – Reporters
attribute the rise of fake news to social media (26%), confirmation
bias (17%) and money (17%).
"The value of earned media cannot be overstated, as the brands
we represent rely on trust and credibility in the media to tell
their stories. The threat of alternative facts and fake news is
real, but the survey findings are a welcome indication that earned
media is resilient and remains a cornerstone in modern
communications programs," Risi added.
These survey findings reflect the second half of a two-part
survey that the Ogilvy Media Influence team conducted in
April 2017. Results from the first
half of the survey, which explored reporting strategies in an
increasingly digital world, were unveiled during the Cannes Lions
International Festival of Creativity in June
2017. The results reflect feedback collected by the Ogilvy
Media Influence team members in 22 offices across North America, EMEA and Asia Pacific.
About the Survey
The Ogilvy Media Influence team
fielded an eight-question survey of 255 news media professionals
across the North American, Asia
Pacific and EMEA regions. The survey assessed new strategies
for an increasingly digital world and focused on the sentiments of
reporters, editors and producers who cover a vast range of topics,
including national, business, financial, legal and human resources
news, as well as consumer trends, technology, entertainment,
politics, healthcare, travel and multiethnic communities. The
survey was conducted via phone and email.
About Ogilvy
Ogilvy is one of the largest marketing
communications companies in the world. It was named the Cannes
Lions Network of the Year for five consecutive years: 2012, 2013,
2014, 2015 and 2016; the Effie Awards' World's Most Effective
Agency Network in 2012, 2013 and 2016; and Adweek's Global
Agency of the Year in 2016. The company is comprised of
industry-leading units in the following disciplines: advertising;
public relations and public affairs; branding and identity; shopper
and retail marketing; healthcare communications; direct, digital,
promotion and relationship marketing; consulting, research and
analytics; branded content and entertainment; and specialist
communications. Ogilvy services Fortune Global 500 companies as
well as local businesses through its network of more than 500
offices in 126 countries. It is a WPP company (NASDAQ: WPPGY). For
more information, visit http://www.ogilvy.com, or follow
Ogilvy on Twitter @Ogilvy and
on Facebook.com/Ogilvy.
Media Contact:
Tara Mullins
212-880-5243
tara.mullins@ogilvy.com
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SOURCE Ogilvy