FAKE NEWS HAVOC
THE EMERGENCE of fake news has caused havoc in political circles across the world. It has been just as damaging to the reputation of news media and constituent journalists. Promises and efforts are being made to right the fake news wrong. Is it too late? Journalists and their employers are mistrusted more than ever, accused of being lazy, shoddy and biased.
How do the scribes feel about that? A recent international survey indicated that they are deeply concerned about the financial viability of their profession and perceived difficulties in recreating an aura of independence.
The same survey, by MyNewsDesk, showed that over half of journalists accept that fake news is a long-term challenge, although about 10% in denial mode could see no problem whatsoever.
Fuelling the fake news fire are the social media networks, terrifically powerful news aggregators. Facebook, Twitter and similar are used by the public to glean news. These platforms also have the technical command to promote or suppress ideas – and that is a major worry. Around 71% of journalists surveyed believe that Facebook has far too much power as an information source and should be curbed, probably by law.
Of the latest alternative technologies and channels, live streaming is seen as a more reliable and accessible way to connect with audiences. Media bosses are on that case.
MEDIA ECOSYSTEM
Public relations is very much part of the media ecosystem and the attitudes and actions of its practitioners could be crucial in the fight-back. Often derided as being too bullish and largely irrelevant, the PR industry has woken up to a niche in the news market and there are training initiatives to improve performance and build trust.
If and when the pull of Facebook slackens, PRs could be presented with new opportunities to create and distribute accurate, interestingly newsworthy content, using the media as a conduit.
However, if being seen as unbiased is of pivotal importance, it must be regarded as surprising that more and more journalists regard working for brands as being a better career move.
A former top US correspondent in the Afghanistan and Iraq wars is developing content for Starbucks. An ex-leader writer for a British daily now promotes the gambling industry; another has become a mobile phones exponent.
STRONG DEMAND
Many more have moved across and the trend looks certain to continue. Strong demand exists for these descriptive skills. MyNewsDesk’s survey reported that almost a quarter of news wordsmiths are open to the idea of working on behalf of brands.
Just as with news reporting, brand storytelling requires skills such as researching, editing and presentation. About one-in-three company bosses outside the media believe that recruiting journalists for their brands would pay dividends.
There are still news people, nonetheless, concerned that working for brands would compromise their independence and standards. This applies to more senior writers in particular. There is determination never to work for a brand. “Journalism is my brand,” proclaimed a Sunday newspaper editor.
Credibility is an asset that the information media must prize and protect, cementing over those recent fake news cracks to give a clean, smooth appearance to its viewers, listeners and readers.
Helped by digital progress above all, the news business is in gear to accelerate. But it will need firm hands on the steering wheels to plot a positive route back to consumer confidence.
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