TV news and public affairs
19th May 2010
"Very interesting to see figures published today showing that internet users in the UK now trust online news more than they do most offline media, including newspapers and TV. This came in an Ofcom report on media literacy published today, and is one to watch for all public affairs agencies.
Radio news is still considered the most reliable news source, followed by news websites, then TV. Newspapers lag right behind on perceived trustworthiness.
What does this mean for public affairs strategy?
It's long been known that radio is an instrumental way of getting a message across to policymakers and potential supporters who can help causes to make a case to government. And public affairs consultancies are already target the digital media in their day to day work.
But lobbyists are probably still succumbing to the temptation to put TV or print journalists on a pedestal above online journalists. If online has taken over in terms of credibility, we suggest that mindset should change.
For the full Ofcom report, see: www.ofcom.org.uk/consumer/2010/05/uk-internet-users-becoming-more-security-conscious/"