Consumers Get News Via Social Media, But Trust It Less
What matters most in a PR or marketing program is audience impact. We go to great lengths to benchmark audience perception and measure how our client programs influence that. Recently, we approached our research partner, Regina Corso Consulting, with a new ask: can we periodically survey consumer audiences to derive our own insights, not just on behalf of our clients?
Skip to the end: starting this quarter we’ll be fielding brief quarterly surveys of consumers to understand their perceptions of media and marketing. And we’ve just fielded our first, drawing data from more than 2,000 U.S. adults 18 or older. Let’s dig into this quarter’s notable findings.
How do people get most of their news?
No surprise, 44% of those surveyed turn to online sites for news. But wait, just 44%? You’d think it would be even higher. In second was social media (40%), which is a bit curious, making one wonder how consumers scroll through their feeds and what they consider news.
While once “traditional” sources for news – television (32% for broadcast/34% for cable), radio (16%) and print (12%) – are indeed notably lower, they clearly still play important roles. The low number for print does stand out, however, and we will explore that deeper in future surveys.
What news do they trust most?
Television may trail online as a primary source, but it is still more trusted. Yes, it’s close, 31% for television and 29% for online, but there’s something there. What’s shocking is that print is once again so low (17%) – it’s less frequented and less trusted. Less shocking is the low trust for social media (13%). But these data are also troubling given that social is the second-most frequently source for news.
What’s the takeaway?
News consumption is all over the place, and the diminished role of print is surprising. It’s worth more research, however, to see how the different sources conflict with and complement one another. The trust gap between television and online sites and the other three sources is significant, however, and this should certainly influence any PR or marketing strategy aimed at a consumer audience.
What our clients say
Ameresco
Leila Dillon, SVP, Corporate Marketing and Communications
It's clear that the Greenough Communications team has a deep understanding of the clean tech and climate transition spaces. Within the first month of working together, they were able to land interviews with The Washington Post, The New York Times and Canary Media, just to name a few! Since working together, we've seen our media coverage and quality increase significantly across the board. We value Greenough's partnership are looking forward to our continued work together.
Boston Micro Fabrication
Laura Galloway, Marketing Director
As a small marketing team, having an agency partner that feels like a true extension of my team is invaluable. The Greenough Communications team is professional, responsive and has taken the time to understand our business, putting our brand in front of the customers who matter for our growth. I’ve been very happy with our first year of partnership and look forward to future success.
Acrolinx
Mariana Just, Vice President, Marketing
We started working with Greenough Communications over a year ago, and it's been a fantastic journey. They really understand who we are at Acrolinx and what we want to say. Their ability to amplify our message in a crowded AI space has been impressive, delivering solid media results in the outlets that matter, securing the AI Breakthrough Award, and boosting our executive team's social media presence. As we continue our partnership, we're excited about expanding our reach and market presence, building upon our refreshed positioning and messaging with Greenough's expertise guiding us every step of the way.
IQE
Steven Curwood, Director of Corporate Marketing
At IQE, one of our goals is to demystify the vital role compound semiconductors play in the industry and the future of innovation. As we aim to broaden our brand's reach in the U.S. market, finding an agency that understands our technology and the intricacies of our work is crucial. Greenough Communications stood out as that agency from the start. In the short time we've worked together, they've already validated our choice with opportunities in key media, including CNBC, NPR, and the U.S. trade media that will move the needle for our brand and message. There's much ahead for us, and we're excited to have the Greenough team by our side.
Arbella Insurance
John Donohue, CEO
Our Greenough team has excelled in learning our business and our challenges and has been extremely effective in developing and executing a PR strategy that helps drive our success.
Wolters Kluwer Health
André Rebelo, Global Marketing Communications & Public Relations
Our Greenough team has been a strategic asset in sustaining targeted growth in our PR and external communications. The team really operates like an extension of our internal team, aligned and effective. They've deftly balanced the needs of multiple sub-groups' objectives and needs, getting great results in the publications our customers read.
GlobalFoundries
Laurie Kelly, Chief Communications Officer
Greenough Communications has been more than just a PR agency for us at GlobalFoundries; they've been true partners. From navigating our IPO to driving impactful education campaigns like the one leading up to the passage of the CHIPS Act, they've been instrumental in showing the world our leadership role in this new technology era. Their knack for building connections with the industry and our team, including our executives, has been impressive. Every year, we throw new challenges their way, and they keep delivering. As we move ahead together, we're excited to keep pushing the boundaries, sharpening our brand narrative, and taking our brand awareness to the next level.
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