The blight of “fake news” is “creating new trust in traditional media,” say reporters who responded to an Ogilvy survey.

Ogilvy’s annual survey, polling 250+ reporters and producers in North America, Europe, Middle East and Asia-Pacific in April, found that traditional news media is the most trusted news source at 52% followed by company websites and press releases at 22%.

Jennifer RisiJennifer Risi

Jennifer Risi, Ogilvy worldwide chief communications officer, said “Fake news has put a spotlight on traditional news and has challenged journalists to put more limits in place to ensure accuracy in the news.”

She added: “Another top contributor to fake news is confirmation bias, the tendency to interpret new information with existing beliefs.”

“As user-generated content increases through blogs and other social media, anyone can post anything at any time,” she said.

Fake News Causes

In North America, 24%, of reporters blamed fake news on social media, 17% on polarized media coverage, 14% on confirmation bias, and 17% on “money.”

Jordan McCraryJordan McCrary

“The battle with fake news goes beyond fact-checking and rebuilding trust with the audience,” said Risi. “Globally, 41% said that better reporting is necessary and 24% said that collaboration with social media is important to verify the accuracy of news reports.”

“Reporters around the world are aware of the issue of fake news, but they are also aware of the solutions that could possibly begin to combat the issue,” she said. “Building trust between a brand and its stakeholders is more important than ever in this era of fake news.”

The Ogilvy survey was posted on the website of the Institute for PR by grad student Jordan McCrary.

An executive summary is here.