{"id":111953,"date":"2018-01-29T10:08:48","date_gmt":"2018-01-29T10:08:48","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=111953"},"modified":"2018-01-29T10:42:19","modified_gmt":"2018-01-29T10:42:19","slug":"should-you-be-cautious-of-the-future","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/should-you-be-cautious-of-the-future\/","title":{"rendered":"Should you be cautious of the future?"},"content":{"rendered":"

Edelman last week released their Trust Barometer for 2018. How should you be using this annual report to modify your media outreach?<\/strong><\/p>\n

The big news from the report<\/a> was that trust in social media as a news source has continued to decline, while trust in traditional media has shot up.<\/p>\n

As the chart shows, both owned and social media are losing the public\u2019s trust, which should be a huge concern for the PR industry. Too often, we\u2019re forward focused, always looking to the next trend and latest technologies for our coverage and campaigns. This approach is flawed, and in a world of fake news, it\u2019s more important than ever for your brand and clients\u2019 stories to be seen in trusted sources.<\/p>\n

The decline of trust in owned media is perhaps not surprising \u2013 if you\u2019re in control of the content and output, it\u2019s likely to focus on only \u2018good news\u2019. That said, there is obviously an opportunity here for brands to buck the trend, to be more honest and give more insight into their practices. If your brand makes a mistake or slips up, come clean, talk about what happened, why, what you\u2019re doing to fix it and what you\u2019ll do to ensure it doesn\u2019t happen again.<\/p>\n

Social media\u00a0also lacks trust a news source, and as Facebook is now moving away from an external content model<\/a>, targeting social will lose priority among many PRs. Your industry will play a big part in this though, if you\u2019re in lifestyle or FMCG markets, then social and influence<\/a> still have a huge part to play in your success.<\/p>\n

Switching back to traditional?<\/span>
\n<\/strong>I think we\u2019re all over the \u2018print is dead\u2019 myth, and for smart PRs, they never let traditional media slip from their outreach strategies. With a huge spike in trust in traditional media and their online counterparts, news publishers should still be top priority for your releases and campaigns.<\/p>\n

Relationships with journalists are as important as they\u2019ve ever been, as the public seek out trustworthy journalism and stories from reliable publishers. The Vuelio Media Database<\/a> lists thousands of top journalists and is a great place to start.<\/p>\n

Think positive
\n<\/strong><\/span>Another concerning stat that came from Edelman\u2019s Trust Barometer is the rise in people now avoiding the news altogether. Some 19% are \u2018switching off\u2019, which means one in five people \u2013 who could be your potential audience \u2013 are unreachable.<\/p>\n

The main reason they\u2019ve given for switching off is that the news is \u2018too depressing\u2019, and with recent world events that\u2019s hard to argue with. Again, there\u2019s an opportunity here for brands and agencies to create positive stories and pieces to help reengage this huge proportion of the population.<\/p>\n

How much do you consider trust when you\u2019re working on your media outreach? Let us know on Twitter<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Edelman last week released their Trust Barometer for 2018. How should you be using this annual report to modify your media outreach?<\/p>\n","protected":false},"author":423,"featured_media":111834,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7365,7272,1109,7238],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/111953"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=111953"}],"version-history":[{"count":3,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/111953\/revisions"}],"predecessor-version":[{"id":111960,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/111953\/revisions\/111960"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/111834"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=111953"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=111953"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=111953"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}