May 3, 2023
Personal Connections are Essential for Establishing Trust
Building trust has always been a communicator’s top skill, and it remains so in an age of eroding confidence. New findings show public relations professionals believe both brand loyalty and employee morale must be prioritized to boost company reputations. Establishing trust starts with leadership—recent Gallup research indicate that when leaders clearly communicate their vision, employees respond. Caring about the work means caring about the worker, which is best conveyed through personal connections.
A new AP poll reveals a vast majority of Americans blame the news media for growing political polarization. With more misinformation, media has a role in mitigating mistrust. News organizations can cultivate trust by educating audiences to critically evaluate sources. Journalists can earn trust by explaining story selection and sourcing, and by getting to know the communities they serve.
Expanding Equity Requires Intention and Investment
Across industries, organizations are regressing in commitments to expand equity. Executive endorsement of diversity, equity, and inclusion (DEI) programs has dropped by nearly 20% in just two years. This decline has exhausted advocates who have seen rollbacks of inclusion and belonging work, essential for strengthening employee engagement. To determine the right approach, some experts recommend A/B testing DEI initiatives and focusing on action, not words.
Media companies are also failing to deliver on DEI commitments. New hiring numbers show that media companies are falling short on prioritizing hiring diversity, as more agency employees are looking for meaningful investments. Recent Reuters research found that underrepresented groups view inequities in media representation as an extension of systemic biases.
Understanding Audiences Amidst a Shifting Media Landscape
In a crowded and complex media landscape, audience insights are essential. Research from the Knight Foundation reveal a shift in audience preference from institutional news sources to public figures. A new journalism study suggests that loyalty to a news source is not always tied to regular use. In the era of digital media, understanding what motivates audiences to engage is crucial. Most important is finding what audiences want and tailoring messaging to reach them where they are.
Shifting audience behavior is also transforming the media landscape. The rise of specialized content for niche audiences is pulling audiences away from ad-dependent news sites. Vice Media is close to filing for bankruptcy—the latest in a wave of digital media downfalls.
Sequence Summaries: Building Trust, Expanding Equity, and Understanding Audiences
Tweet
Sequence Summaries is a weekly series summarizing the top news and takeaways in PR and strategic communications. Sign-up for direct delivery to your inbox.