In an era of increasingly prominent fake news, media consumers are looking for credible information from credible sources. As self-publishing platforms like Medium, Twitter and Reddit continue to provide unfiltered, often unedited communications, there has been a dramatic surge in newspaper and magazine subscriptions all around the country.
Newspapers are often viewed as more credible because of strict editorial processes, fact-checking and rules about sourcing. Recently, subscription surges have been reported at The Wall Street Journal (300 percent increase), LA Times (60 percent) and The Atlantic (160 percent), to name a few.
This rapid growth shows few signs of slowing. In fact, the New York Times announced a second consecutive quarter of record-breaking subscriber growth, with 308,000 new subscribers added in the first quarter of 2017.
— NYTCo Communications (@NYTimesComm) May 19, 2017
What does this mean for the PR industry? March Vice President Meredith L. Eaton explores this phenomenon and more in her most recent LinkedIn Pulse piece, “Wanted: Credible news in an era of self-publishing & fake facts.” For both owned and earned content, PR pros need to act as their clients’ editors. From fact-checking content on a brand’s self-published platform to pitching research-based stories, comms professionals can help bolster their clients’ credibility.
For more of Meredith’s crisis communications tips, check out this Hacks & Flacks podcast on how to respond to a damaging story, as well as the Wall Street Journal’s two-part series about what companies can do when they are victimized by a fake news scam.
- [Podcast] Backed Facts vs. Fake News
- You’re the Victim of Fake News, Now What? – WSJ
- Caution Required When Responding to Fake News – WSJ
In The Evolution of PR, Content Marketing and Blogging, we cover:
- The ongoing changes in the world of PR
- The principles of content marketing for tech companies
- Important blogging strategies
- How to use press releases for more than just brand-building