by Josh del Pino
“Oh, I don’t watch or read the news anymore.”
It’s a statement we seem to be hearing more frequently in recent times.
Whether that’s due to digital disruption or a general sense of mistrust with organisations in general – and this includes the mainstream media – trust is something that needs to be earned, nurtured, built and rebuilt regardless of the industry you’re in.
Anecdotal evidence seems to suggest that journalists are now grouped with lawyers and used car salesman when it comes to perceptions of honesty and trust with allegations of bias, particularly political, rampant at the moment especially in terms of the mainstream media.
So how does this affect those looking to build, grow and protect their image by working with the media to boost their profile and their bottom line?
And is it perception or reality?
According to the Roy Morgan Annual Image Survey, just over 17 per cent of Australians rate TV Reporters as having ‘high’ or ‘very high’ ethics or honesty. Newspaper Reporters were the most trusted, with 20 per cent of people giving a favourable rating – a record high. Talk-back radio fared the worst of the three (perhaps unsurprisingly), with only 14 per cent of people placing their trust in the wireless profession. Overall between the three, the trust factor has remained steady or improved over the last few years.
Nurses (94pc), doctors (89pc) and pharmacists (84pc) are our most trusted professions while . car salesmen came in at 4 per cent, maintaining their illustrious status as Australia’s least trusted profession for the 30th year in a row.
Another major survey – the Edelman Trust Barometer – paints an interesting picture.
The survey grouped people into two categories:
‘Informed public’ – those aged 25 to 64 who have a tertiary degree, regularly consume news, and are in the top 25 per cent of household income for their age group; and ‘Mass Population’ – everybody else.
Interestingly, 58 per cent of the ‘Informed Public’ respondents said they trusted government, business, media and Non-Government Organisations; while only 46 per cent of the ‘Mass Population’ said they trusted that same group.
Globally speaking, 65 per cent of people nominated traditional media as the place they turn to for factual news – the highest level recorded.
Looking at all the data we can probably quite rightly conclude that there is still a healthy trust in the media and that despite the hysteria, the trust we place in our news sources is definitely not plummeting as some suggest. There’s no doubt that there is greater competition for our attention than ever before with the diversification of news sources, both traditional and online, however this provides both challenges and opportunities.
And despite the rise of ‘fake news’ as a popular catch cry, the mainstream media (and its various formats) is still the main source of information we turn to for news and current events.
So it’s natural that that’s where you would turn to promote your brand, organisation or story.
Really finding your voice, telling your story and identifying your point of difference is what makes you stand out and attract earned media, which means coverage that you don’t have to pay for.
Knowing how to find it, capture it and communicate it is another thing altogether.
At gtmedia, we are experts in helping find the essence of your brand, in identifying and telling your story and in making sure your voice heard in a crowded marketplace.
It’s what we do every day.
Whether you’re a mining company with a focus on tapping into new, state of the art technologies, a not-for-profit using innovation and exceptional people to build the capacity of individuals and communities, or an organisation that thinks outside the square, we can help you achieve the sort of visibility that comes with a deep understanding of both crafting a story and achieving commercial outcomes.
Get in touch to find out how we can partner with you to elevate your voice above the crowd.