How news media brands itself: Centring the civic value of journalism

With trust in the media increasingly fragmented, how is the journalism industry re-engaging with audiences?

Two approaches emerge. First, building brand reputation around journalism’s vital role as a civic good. And secondly, centring the role journalism has in making its readers smarter and able to make better decisions.

To explore what this means for some of the UK and US’s leading brands, we analysed over four million online conversations, revealing the degree to which audiences identify brands including BBC, New York Times, Reuters and The Wall Street Journal with high-quality reporting.

Read the report to find out:

• Which news brands are viewed most favorably (and unfavorably) by audiences, and why
• The themes and messages that most resonate with current audiences
• How brand campaigns align – or clash – with audience perceptions