The media in a crisis of confidence

Existing values in PR

As early as 2014, PR-Report magazine concluded that the public’s trust in the traditional media landscape had been permanently shaken. Ever since the rise of populist movements in Western democracies and the US election campaign, terms such as ‘fake news’ and ‘alternative facts’ have been on everyone’s lips. Ideological media and conspiracy theories are rife.

In the newsrooms of many media organisations, heated debates with readers and users dominate day-to-day work. Added to this is a style of reporting that, under competitive pressure from new media, takes place practically in real time, making careful research work difficult. As a result, the boundaries between truth, fiction and delusion are blurring, giving way to a deep sense of uncertainty.

A crisis as an opportunity? 

A cynic might see this crisis as an opportunity: if everyone believes everything, then any piece of information can be sold to anyone – however far-fetched it may be. It is not the content that matters, but only the form. 

The crux of this way of thinking becomes apparent when we shift our perspective: if everyone believes only in ‘their’ truth, because ‘real’ and ‘alternative’ facts are treated as equally valid, it becomes almost impossible to present information credibly – however valid it may be. 

Enduring values 

Just like reputable journalism, reputable PR should not fall into this trap. Ultimately, neither field is about the quick click, the fleeting excitement or the flashiest of flash-in-the-pan sensations. It is about sustainable benefit and long-term impact. About strong images and messages.

It is about enduring values.

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Service: Crisis communication