Reprinted with permission from Jacobs Media Blog.
Whether you’re in middle school or are a media brand, these days there’s nothing as toxic as a bad reputation. These days, just the utterance of the term, “fake news,” unleashes a torrent of emotion, whether you’re a journalist, a politician, or just a member of the masses.
A recent story in Fast Company by Gloria Origgi suggests we’ve left the “Information Age,” and now reside in a world where it’s all about reputation… and of course, that means trust.
Origgi makes the point that while most of us don’t have the time or bandwidth to track a story or a rumor down, we have come more and more to rely on sources that have earned our trust.
And many think that’s a trend – that in the not-so-distant future, it will become less about how we critically assess a story, but how much we trust in the information source that delivers that content. Origgi quotes Frederick Hayek who postulated that “civilization rests on the fact that we all benefit from knowledge which we do not possess.”
So, who do people believe? And where do radio stations, personalities, hosts, and media brands stand on the “Trust-o-meter?” Do consumers trust in the radio stations they listen to, whether it’s delivering the news or giving away tickets to that Arctic Monkeys concert?
At Jacobs Media, we conduct a considerable amount of research – both qualitative and quantitative – in the public radio space. These stations are enjoying some of the strongest ratings in the history of their platform, and audience trust is a key driver of their success.
Our most recent Public Radio Techsurvey (our 10th annual is in the field right now), seeks to better understand the medium’s “core values.” And trust is an attribute we track.