Cision’s report indicates that opting for paid media for success won’t work.
According to Cision’s State of the Media Report, 63% of journalists feel the public has lost trust in the media over the last year. In the light of fake news, misinformation campaigns and native advertising, consumers have been concerned about the authenticity of online content. The report shows that 92% of consumers trust earned media.
Another research cited in the article indicates that 44% of Facebook users viewed the platform negatively post the Cambridge Analytica election scandal. Instead of paying for Facebook ads, businesses must take advantage of organic growth and involve influencers as a part of their Instagram strategy.
Using reliable, informative and relevant storytelling has become crucial. Further, journalists are using data and analytics to gauge what stories resonate with their audience and generate more revenue.
[4 minute read]