Why traditional media should not be ignored

As more and more PRs shift their focus to social media and online communications, traditional media has taken a backseat. But following the release of Edelman’s Trust Barometer survey results show that there has been an increase in the levels of trust that Brits feel towards traditional media. So what does this mean for PRs? 

The survey, which is conducted yearly, questioned more than 33,000 respondents from 28 countries on their levels of trust towards institutions such as government, business, and media. According to Edelman’s statistics, there has been a 20% increase in the levels of trust the UK feels toward traditional media.

While many continue to proclaim the death of the print media, traditional media channels scored better for trust over the newer digital-only media sources. From last year’s coverage of the Paris terrorist attacks to the Syrian refugee crisis, news outlets have re-won the trust of its audiences which plunged to 22% at the height of the phone hacking scandal in 2011.

Despite the growing popularity of online news sites like the Huffington Post, NowThis, and AJ+, 59% of respondents to the Edelman survey said that social media was less accurate than traditional media.

Much food for thought to the communications industry. As more PRs attempt to create online communication strategies in the hope that it will feel more authentic, traditional media is still one of the best avenues to achieve this objective.