Only a quarter of Brits now trust the media

fake news

Fake news stories are becoming increasingly difficult to differentiate from the truth. As such, just a quarter of people now claim to trust the media, dropping to just 22 per cent for the over 55s.

This is one of the key findings of a study into news consumption trends has found.

Developments in technology, a heightened appetite for news on the go, and shifts in print sales are further aggravating the problem by affecting the way people choose to consume information. The study has found that two-fifths of people now get their news from social media and 54 per cent prefer to discover news through algorithms rather than editors or journalists.

Ultimately, with 57 per cent of people reading the news every day, it is now more fundamental than ever to ensure that stories are built on proof, contain information that is worth sharing and aren’t over the top.

“Whilst we cannot completely rid the news of anything that is fake or unreliable, we can work to ensure that all information disseminated to the media is robust and reliable,” commented Paul Stallard, International Managing Director at Berkeley Communications, who commissioned the research. “Worryingly, people are starting to lose faith in the media, and this needs to be restored. There is certainly no shortage of news content, so we need to use proven techniques – such as storytelling – to lift trustworthy news stories above all the noise.”

It would be virtually impossible to banish fake news completely, but employing successful PR campaigns to create relevant and compelling stories can help cut through all the fake dross. Over a third of adults say they remember stories more easily than information and 31 per cent are more likely to buy from a brand which uses a good story in its advertising or news.

Stallard continues: “As such, brands should not be looking towards a future without fake news, but instead looking towards a future where reliable and engaging content is able to overcome these obstacles. In light of the shifting media landscape, taking a stand with stories that stick is the most important aspect in cutting through the fake news phenomenon.”