New research from Ogilvy’s annual survey of over 250 reporters and editors debunks an emerging myth that the fake news phenomenon is wearing down consumer trust in the world’s most established media sources.
Results from the second part of Ogilvy Media Influence‘s global survey 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 also 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 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, in a news release. “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.