Greentarget

Lisa Seidenberg

by

As we enter another election cycle, there’s no doubt that politicians will continue to weaponize issues like climate change, reproductive rights, and the recent economic downturn to curry favor with their constituents. Many will accuse their opponents of spreading ‘fake news’ — all while contributing to the proliferation of misinformation and disinformation themselves. 

Compounding this issue is the diminishing trust in news outlets. Our own research shows that credible journalists feel alone in combating fake news as less reputable media outlets seem bound and determined to make the problem worse. 

Edelman puts it this way: “We find a world ensnared in a vicious cycle of distrust, fueled by a growing lack of faith in media and government. Through disinformation and division, these two institutions are feeding the cycle and exploiting it for commercial and political gain.”

In a time rife with polarization and confusion, the world needs true authority more than ever. And as a communications director, you have the opportunity to position your firm’s experts to respond.”

Leverage the Trust Your Audience Places in Your Firm

There’s a growing number of people functioning as “news activists” — individuals who are passionate about the truth and who are willing to debunk disinformation when they see it. But there’s only so much progress news activists can make on a person-by-person basis. They need help from leaders with large communications platforms to dispel misinformation more widely. 

That’s where your firm’s authorities come in. 

Authorities are the players who are best-positioned to suit up and participate on this high-stakes field of engagement. Why? Audiences are more likely to trust your firm than they are to trust politicians, the media, and even nonprofit organizations. In fact, the 2022 Edelman Trust Barometer once again confirmed that business is the most trusted institution in society. 

Of the more than 36,000 respondents surveyed:

  • Only 50% reported they trust the media
  • 52% expressed faith in government 
  • 61% stated they trust business  
  • 77% said they trust their own employer

By leveraging the trust your internal and external audiences place in your firm’s authorities, you can help cut through the noise of false information and provide a powerful counterpoint to deceptive narratives. 

Formulate Unique Positions of Authority on Timely Topics

Your firm’s authorities aren’t responsible for arguing against every bit of fake news they encounter. However, they should be prepared to address the topics and social issues that matter to your firm’s clients, employees, and other stakeholders. 

Ask your experts to think about the unique insight they can offer on topics that are most likely to be weaponized by those perpetuating disinformation. 

For example:

  • An accounting firm might develop a point of view on whether or not the recent economic downturn should be classified as a recession 
  • A financial services firm might offer a perspective on ESG investing that helps their audience think about climate change in a more nuanced way
  • A law firm might hone positions of authority regarding the rapidly changing regulatory environment as it relates to the tech industry

Working with your firm’s experts to identify and fine tune salient points of view takes concerted effort, but it’s incredibly impactful. Well-reasoned, conflicting perspectives can spark conversation, help your audience identify disinformation for what it is, and consider thoughts and viewpoints that differ from their own. 

Use Your Firm’s Communications Platforms to Actively Challenge Disinformation

Elevating truth is always worthwhile. But your firm also has a vested interest in joining journalists in the fight against fake news. Your firm relies on earned media coverage in credible news outlets to establish your own authority. When disinformation dominates the public discourse, your firm’s message will have a harder time breaking through.

To that end, if your experts have the opportunity to talk to the media for a news story, help your authorities nail the interview. But beyond that, make it a priority to use your firm’s own platforms to communicate factual positions of authority.

Communicate Positions of Authority with Employees

It’s normal for authorities to feel unsure — even reticent — about publicly combatting disinformation. A good place to start is with your internal audience. 

Business is no longer neutral territory. Leaders are being pushed by employees and other stakeholders to speak out on the most pressing social issues of the day. But sharing your firm’s positions of authority involves more than releasing a statement affirming one side over another. It’s about wading into the fray and providing unique insights on complex problems. 

Sometimes that means creating tension — even in the workplace. Leaders must be willing to correct wrong information and skillfully engage employees in difficult conversations they may prefer to avoid.

These challenging internal conversations can become the foundation of your external communications strategy.

Share and Promote Factual Information on LinkedIn

Even the most well-intentioned people (including your own employees) can unwittingly spread fake news, especially on social media. They might not understand the role algorithms play in offering up questionable content — or they might simply share stories that align with their unconscious confirmation biases.

Your firm’s well-formulated positions of authority can help challenge both intentional and unintentional sources of disinformation and educate your audience about the facts on a variety of issues.

Linkedin is the most natural platform for your authorities to share the position pieces they’ve written or the articles in which they’ve been quoted. Remind your experts that this isn’t mere self-promotion. Each time they promote credible news sources and share legitimate information, they’re actively engaging in the battle against disinformation.

Communicate Directly with Your Clients and Stakeholders

Finally, think about how you can proactively communicate your firm’s unique points of view with clients, potential clients, and other stakeholders. These are the people most likely to trust what your authorities have to say and thoughtfully consider your firm’s position. If they’ve internalized false information and believe it to be true, your message could persuade them to rethink and re-evaluate those messages.

And of course, promoting the owned media assets (e.g. blogs, podcasts, videos) that underscore your authorities’ expertise is doubly beneficial. It helps get truthful and nuanced information in front of your audience, and it’s also a smart business development strategy.

True Authorities Engage in Society’s Most Important Conversations

The threat of misinformation and disinformation continues to rise. And with so much at stake, it’s vital that business leaders take up the mantle of news activism to engage in smart conversations about the issues that matter most.

You can play a key role in helping your firm’s leaders participate skillfully in this crucial battleground. Identify and hone the unique, timely points of view that set your experts apart. Then use all the communications platforms available to you to share messages that elevate truth and promote credible information.

(And if you need a little inspiration in this area, be sure to check out Greengarget’s Manifesto.)

by

Broadcasting has long been the final frontier for many professional services firms. 

Highly coveted air time is notoriously difficult to secure — and there are a number of reasons for this. Producers have typically relied on a trusted network of experts who’ve demonstrated they can handle the pressure of a live interview. The need for guests to travel to a studio — or for the network to dispatch satellite equipment to another location — has historically made scheduling engagements complicated. Therefore, last-minute interview requests went to select experts who were close by and able to get to a studio or satellite location quickly.

But as with most aspects of life, the pandemic changed all that. 

Although most producers still prefer in-person appearances when possible, they’ve embraced the need to use remote guest appearances to prioritize safety and protect their networks from liability. And since interviewees have access to Zoom and other technology in their homes, it’s much easier to participate at a moment’s notice.  

These changes present new avenues for your firm to break into broadcast media. But if you want to seize this opportunity, it’s crucial that your firm’s leadership and other authorities take the following preparatory steps right now. 

Develop Unique Positions of Authority on Newsworthy Issues

The fundamental prerequisite for earned media coverage is always the same: have something compelling to say. However, to catch a broadcaster’s attention, you need an additional ingredient. Your positions of authority must not only be unique and well credentialed, but timely and newsworthy as well. 

To find and develop your firm’s newsworthy POVs, remember:

  • You have unique insight to offer the world. Ask yourself what your team is best at and find ways to connect that expertise to the current news cycle..
  • Don’t just focus on the “what” of a topic. True authority means articulating your viewpoint on the how and the why.
  • Differentiate your position — particularly on hot button issues. Everyone is talking about social issues, but it’s not enough to simply be part of the conversation. If you want to catch the attention of a producer, think through how you can add something new and insightful to the discourse. 
  • Make your message useful to a broad audience. Broadcasters want to share “news you can use.” Utility is the hallmark of impactful content.
  • Revisit and update your position of authority regularly. The news cycle moves fast. Make sure your POV keeps up.

Broadcasters want to incorporate greater diversity of thought and thought leaders into important social conversations. But bear in mind: the world doesn’t need more noise in an already crowded broadcast landscape. Your goal should be to contribute to a smarter conversation, not just say something for the sake of it.

Leverage Your Owned Media Program to Establish Your Firm’s Credibility

As you probably know, broadcast media frequently follows print. It’s common for producers to reach out to experts cited in other earned media venues to set up an on-air interview. Along with journalists of all kinds, they’re hungry for credible sources with an established voice who can add value to the topic at hand. This is particularly true as journalists try to stem the rising tide of “fake news” with more fact-based education around complex topics.

But if your firm isn’t regularly featured in prominent print or online news sources, how can you make your authority known? Your owned media program holds the key. 

Once you’ve developed your newsworthy points of view, harness the power of owned media. Write blog articles that cement your position. Dig into meatier topics by producing in-depth white papers and eBooks. Discuss salient perspectives on your firm’s podcast or ask an industry podcaster to host you as their guest. Share your content on social media channels. 

Journalists and producers regularly comb their Linkedin, Facebook, and Twitter feeds for viable stories. Promote your owned content in these channels and others to increase their likelihood of finding it. 

Educate Your Team on the Unique Virtual Interview Format 

The ability to hold an interview from your home or office will make it much easier to say yes to invitations that come your way. For example, one of our clients received an interview invitation at 4 pm one day and was on air at 8 am the next morning. If the logistics of traveling to a studio were involved, she would not have been able to participate with such a tight turnaround. 

Further, she was only able to sit for the interview because she was already prepared. Can your firm mobilize with 16 hours’ notice? There are specific ways you need to prepare in order to participate skillfully in this space. 

Master the Basics of Any Media Interview

As with any media interview, it’s imperative to sharpen your message and get comfortable sharing it. Even if these basics seem obvious to you, it’s imperative other authority figures at your firm understand them as well. 

Ensure everyone on your team knows how to:

  • Distill your narrative into headlines that grab attention and get to the point
  • Bridge from a stated question to the material you want to share
  • Frame replies in positive ways
  • Maintain composure in the face of difficult questions

It’s not enough to have something meaningful to say. You need to be able to communicate effectively and skillfully handle anything your interviewer throws at you.

Educate Your Team on the Unique Requirements of Virtual Interviews

There are also a number of special considerations to keep in mind when preparing for a virtual interview. You won’t have perfect lighting, an expert camera crew, or talented makeup artists to ensure you look your best. Nor will you have the benefit of a studio’s professional technology and equipment. It’s on you to create an environment conducive to a good conversation. 

To show your firm is serious about becoming a player in the virtual broadcast environment, be sure your authorities:

  • Invest in good technology (camera, microphone, high-speed internet)
  • Choose a quiet location with an eye-pleasing, uncluttered background (extra points if elements in your background subtly reinforce your credibility, e.g. diplomas, industry journals, etc)
  • Be mindful of lighting and your camera angle (avoid harsh upward or downward angles, position your camera at eye level or slightly above, buy a ring light)
  • Practice making eye contact with the camera lens (rather than looking at the boxes on your screen)

It can take even more composure, poise, and skill to make a good virtual impression. Consider recording your interviewees beforehand or have them role play with a friend or colleague to refine their approach.  

Are You Ready to Make a Name for Your Firm in Broadcast Media?

The pandemic has changed the broadcast media game. Will those changes be permanent? Only time will tell. The industry could very well return to in-person interviews as protocols begin to ease. 

But the door is open wider than it ever has been. That means your firm should act fast to develop timely, newsworthy POVs. Establish your credibility through owned media and thought leadership. And be prepared to ace any interview invitations that come your way.

That virtual interview your firm gives today could become the foundation for in-person broadcast appearances in the future. So if you want help finding and developing your firm’s unique positions of authority, just reach out. We’d love to help you engage skillfully in the broadcast media space.

by

Cries of “fake news” have become a favored weapon of bad actors looking to cast doubt on credible reporting. But news that is actually fake is a clear threat to our very democracy — and it’s found a prominent breeding ground on increasingly powerful social media platforms.

Last year, our Fake News 2020 report found that 80 percent of journalists strongly believe misinformation has negatively impacted journalism. Furthermore, 56 percent said social media is the single greatest fake news distribution threat. So when we release our second Fake News report later this fall, we’re going to zero in on social media’s role.

And what, if anything, journalists think should be done about it.

Social Media Both Supports and Undermines Credible Journalism

Journalists rely on social media to do their jobs. Many comb social media for story ideas or leads, use it to obtain and verify sources, and share their stories to boost engagement. 

But social media can be a double-edged sword, even if you look past the effects Facebook and other platforms have had on the advertising models of traditional news outlets. Journalists use social media to get reality-based news in front of a broader readership, but propagators of disinformation use it too. From there, audiences can indiscriminately share and disseminate stories (real or fake) quickly and easily. In turn, social media becomes an echo chamber, making it easy for audiences to attack and discredit those same stories.

Social media, obviously, isn’t going away. And because it is one of the main fronts in the fight against fake news, it’s time to sound a battle cry. Whether or not the government ultimately intervenes, we as PR professionals need to do our part to support journalists, amplify truthful news stories, call out fake news when we see it, and commit ourselves to high levels of transparency and ethical behavior. 

2021 Fake News Report: A Preview

In our report last year, journalists overwhelmingly felt it was their responsibility to fight fake news. But they were split on whether the government should get involved. They didn’t agree about whether the U.S. should impose anti-fake news laws to combat misleading information. More than a third (39 percent) supported or strongly supported anti-fake news laws, while nearly as many (35 percent) did not support such laws. About a quarter – 26 percent – said they were neutral toward the potential laws.

But that was before a contentious campaign season, disputed election results, and an unprecedented insurrection at the nation’s capitol — spurred in large part by groups using social media to get their message across. 

And as we face continued vaccination hesitancy and a resurgence of Delta variant-related positive COVID-19 cases, we can’t help but wonder: Have we finally reached a critical turning point in the fight against fake news? 

Evaluating the Communications Decency Act, Section 230

We wanted to know specifically what journalists think about calls to reform Section 230 of the Communications Decency Act — which grants internet platforms legal immunity for most content posted by their users. Do journalists feel this act currently grants social media platforms too much leniency? Especially when we factor in alternative, far-right platforms like Parlor, Gab, and MeWe?

The White House has initiated conversations to hold social media platforms more accountable for their content. Is this appropriate? Will this assure journalists more that their credible news stories might have a chance of breaking through the fake news maelstrom? Will such reforms go far enough?

Weighing Additional Governmental Interventions to Combat Fake News

Reforming Section 230 is just one commonly discussed approach aimed at limiting the flow of fake news on social media platforms. Do journalists think the Biden administration should generally prioritize combating fake news – and, if so, how should do they think it be done? Here are some other options:

  • Regulating and enforcing antitrust laws
  • Revising libel and slander laws
  • Revising the “fair use” doctrine 

We’ll also ask journalists for their thoughts on a variety of other issues related to fake news including how the term has evolved in the last year.

How PR Can Help Journalists Fight Fake News

While we may not be on the front lines, PR professionals can and need to support their colleagues in battling the dissemination of fake news. As part of our 2020 report, we vowed to take the following steps. And we encourage your organization to do the same.

  • Support the work of reporters and editors. We value the work that journalists do every day, and we appreciate the privilege of collaborating with them. We pledge to continue to support journalists and amplify reality-based news sources.
  • Stress ethics and transparency. We strongly discourage lying to journalists or putting forth non-credible sources, and we pledge to always fact-check our work. Because we embrace transparent relationships with journalists (and the public), we will always be responsive to journalists’ questions and endeavor to help them solve problems when we can.
  • Put the audience first. Many PR practitioners hone their craft by developing the perfect pitch to get a reporter’s attention. That is, of course, important. But we believe in only offering insights that a journalist’s audience cares about. 
  • Advocate against fake news. We believe it is our responsibility to help others understand the difference between real and fake news, thereby hindering the spread of fake news. Since we believe this starts with educating the next generation of active news consumers, we pledge to take a leadership role for future PR practitioners today, tomorrow, and always.

We’ve followed through on this pledge by devoting podcast episodes to the topic, participating in webinars, lending our voice to roundtables with future PR leaders such as PRSA Voices 4 Everyone, and raising awareness through articles like this one. And we’ll continue to advocate as a voice for truth and transparency in journalism especially while fake news remains a threat. 

We’re excited to share our findings in our 2021 Fake News report this fall. Connect with Greentarget to receive the report right to your inbox. 

by

According to Edelman’s 2021 Trust Barometer, business has emerged from the past year’s tumult as our most trusted institution – considered more credible than the media by the American public.

In fact, fewer than half of all Americans acknowledge any kind of trust in mainstream media, and 56% of Americans believe that “[j]ournalists and reporters are purposely trying to mislead people by saying things they know are false or gross exaggerations.”

Why Your Business Needs to Stay Engaged With Media

So why would any business leader bother trying to connect with customers and prospects through the media? On top of the loss of trust, you’ve also got the eternal challenge of ceding control. You can deliver your message to a reporter, but how it gets delivered to the audience, if at all, is entirely up to her and her editors.

In spite of all this, we continue to believe that every business leader should engage with the media as a tool for building their authority, burnishing their brand and fueling their business development. It’s not possible to be a true authority without putting your insights through the gauntlet of media scrutiny. We know those purchasing professional services still trust traditional media – and that it influences their purchasing decisions. And furthermore, it’s possible to ensure your messages get delivered through the media – if you understand successful participation.

Maybe you know all of that and still aren’t convinced. If so, here’s another reason: serendipity. Participating in conversations in the media makes it far more likely that a client or prospect will stumble across your name, your insights or your authority. In other words, rather than connecting on your terms – through one of your owned properties, at a conference, or any other channels you use to get out your message – you’ll be connecting on theirs. Rather than feeling like your message is being pushed on them, your client or prospect will feel like they discovered it themselves – perhaps right at a moment when, searching out answers or new information, they need it the most.

Serendipity & Search Rankings

Intuitively, anyone who has scanned a newspaper page, flipped through a magazine or scrolled a news website can recall the experience of landing on a headline that catches their attention and then reading a story they weren’t searching for. Nowadays, when we finish reading that story we’re more likely to pull up Google and go hunting for more information about what we just read – or about the person who delivered the most insightful quotes.

More importantly, news stories generally rank higher in Google search results than most owned content. Google’s algorithm – more accurately, the software people who build it – clearly believe news stories are, as a whole, more trustworthy than other content. That means links to those stories are more likely to appear on the first page of search results on just about any topic.

And in a bizarre twist, surveys show users trust Google News more than other sources of news – including the publications whose articles it links to. Maybe this is because readers trust the order in which Google presents news stories more than they trust the editors at those publications. Or maybe it’s because they don’t understand there’s a difference between the two.

Whatever the reason, participating in media makes your name and insights more likely to appear in the stories that rank highest in many Google searches. So that potential client searching for information in your area of expertise is more likely to encounter your perspective if it’s in a news story than if it’s on your website.

The Bottom Line: Media Participation Works

We started with a number of data points showing the public’s lack of trust in media. But that might not tell the whole story. Our own research, for instance, shows that C-suite executives continue to trust traditional media above other sources. And a Gallup/Knight Foundation survey from last year found that Americans perceive the media as biased – but that perception is largely related to their political beliefs.

Taken together, these surveys indicate that executive audiences think of the business press separately from the political press. And there is ample data to support the instinctual belief that media coverage is an invaluable lead-generation tool.

The bottom line: even as eroding trust gives you another reason to question the value of earned media, participating in the media conversation remains vital – not just for building your credibility as an authority, but to ensure your prospective audience will find you. Especially when they weren’t looking.

by

With COVID-19 disrupting life around the world, staying informed matters more, to more of us, than ever. And that’s causing a somewhat surprising side effect:

Authorities are back. And not just the kind who order you to stay home and wash your hands a lot. I’m talking about true subject matter authorities – those experts who have the knowledge and experience to help us make sense of what’s happening.

With information overload, and particularly misinformation overload, plaguing all of us, now is a big moment for authoritative spokespeople who can provide clarity. “People realize when the chips are down, and everything is on the line, and you can be the next person in the hospital bed, it’s the experts that you want to listen to and the experts you wish you had listened to all along,” Marcia McNutt, president of the National Academy of Sciences, recently told the Associated Press.

As McNutt and others explore this topic, they typically emphasize experts on health-related issues. But even a glance at the news shows us that the COVID-19 crisis is wreaking havoc on nearly every aspect of our lives. With audiences and journalists alike desperate to know what it all means, now is also the time for those with deep understanding of critical issues of all kinds to engage.

That goes for legal minds who can explain how rules and regulations apply to an unprecedented scenario, policy experts who can explain moves by the Trump administration and other officials, and consultants who can speak to how business leaders can guide their organizations through a “new normal.”

At Greentarget, we believe authorities like that not only have the opportunity, but the responsibility to contribute to the conversation at this pivotal time – both by speaking for themselves and by working with journalists to help disseminate their point of view through the media.

Public Trust for Industry Spokespersons Was High Before the Pandemic

One bit of good news: Even before the pandemic hit, trust for industry spokespersons was high, according to the Edelman’s 2020 Trust Barometer, which measures the average percent of faith in institutions like NGOs, business, government and media. Further, the findings showed that 92 percent of employees said CEOs should speak out on issues of the day, including retraining, the ethical use of technology and income inequality.

The public already trusts individuals in positions of authority and wants them to speak out more. That’s significant because it underscores how effective thought leadership – as opposed to more noise – can stand out, even in normal times.

And now, as journalists desperately try to keep up with COVID-19’s unprecedented impact in all its forms, they have an increasing appetite for experts who can provide passionate, insightful views that break down how this will affect businesses, healthcare, employment and other critical issues.

Tips on Engaging With the Media

If you’re new to the game of thought leadership but don’t know where to start when speaking with reporters, keep these points in mind:

  • Be Specific: Journalism and research are and will be increasingly data driven, and spokespeople must adapt their messaging accordingly.
  • Be Credible: As public trust in journalism continues to build, it will be increasingly crucial that spokesperson messages are trustworthy while delivering valuable content.
  • Empathy Counts: As newsroom staffs shrink, media relations strategies must be thoughtful, deliberate and empathetic to reporters.
  • Raise the Thought Leadership Bar: Commercial messaging is already a challenge, but the bar for thought leadership is getting higher. Editors will look for content that not only communicates expertise but provides information their audience needs to know.

Thought leaders have a real opportunity to rise above the noise in a moment when expertise is especially valued.  We need our smartest and best thinkers to engage and direct a smarter conversation. Now more than ever.

Return to COVID-19 Resources for Communicators

by

The COVID-19 pandemic looks like a blessing and a curse for journalism.

As Donna Gordon Blankinship news and politics editor at Crosscut, a regional publication serving the Pacific Northwest, eloquently noted, “ The public seems to have an almost desperate need for information, guidance and clarity. Journalism has become essential again.”

But while journalism has never been more important, the media business has rarely been so unstable, as publishers begin to feel the impact of an economy on lockdown.

The Good:

  • Readers Can’t Get Enough News: The unprecedented nature of this pandemic has inspired consumers to lean on the media during this time of crisis. Pew Research Center confirmed, “around six-in-ten U.S. adults (57%) say they are following the news about the virus very closely, and an additional 35% are following it fairly closely, according to the survey of 11,537 adults who are members of the Center’s American Trends Panel.”
  • Traffic Is Up: According to data from Parse.ly, a company that measures content performance for more than 3,000 high-traffic news sites, readers’ hunger for coronavirus coverage has driven record-breaking page views for several prominent news sites. The Atlantic confirmed multiple days of historic traffic, and significant subscription growth, particularly since covering the coronavirus.
  • COVID-19 News Output Reaches Great Heights: The number of articles generated on COVID-19 has also exploded. According to Cision’s Global Insights team, which tracks COVID-19 media in real time, 39,596,388 total news articles have been written globally about the virus since January 1. In addition, according to social media monitoring and analytics platform Talkwalker, as of April 17, there had been 11.1 million mentions of COVID-19 on social media, blogs, news websites and forums. And that was just in the previous 24 hours!
  • Cable News Riding High: We aren’t just reading the news. “As millions of Americans are in self-quarantine and practicing social distancing, a huge boost in television ratings, including cable news networks that have been providing roughly 24-hour coronavirus coverage,” Fox News reports.

The Bad:

The economic fallout from COVID-19 has, however, been devastating for the media business.

  • Reporter Layoffs Prevalent: The New York Times reports that about 28,000 journalists have been laid off, furloughed or taken pay cuts as a result of the economic downturn.
  • Alt Weeklies Face Uncertainty: As reported by The Daily Beast, “The pandemic has gutted revenue for alt weeklies, causing mass layoffs and threatening their existence.” The Associated Press also recently wrote an extensive piece on how “local newspapers are facing their own coronavirus crisis.”
  • Popularity of News Podcasts Declines: According to NiemanLab, people staying at home all the time is harming podcasts. U.S. weekly podcast download growth was:  -3% the week of April 6-12, -1% the week of March 30 – April 5, -4% the week of March 23-29, -2% the week of March 16-22, and -1% during the week of March 9-15, across all Podtrac measured podcasts. 

The Future:

  • Ad Revenue Dying: The COVID-19 crisis will force media outlets to make crucial decisions, much sooner than they expected, because of their heavy reliance on ad revenues. Twenty global news publishers recently surveyed by the International News Media Association expect a median 23% decline in 2020 ad sales as a result of coronavirus fallout.
  • Non-Profit Models: A Lifeline? Elizbeth Green, a founder of the nonprofit education news organization Chalkbeat and co-founder of non-profit organization, the American Journalism Project, an organization that supports social entrepreneurs in building sustainable nonprofit news organizations where they live, recently told the New York Times that her non-profit organization might offer a good solution. “The time is now to make a painful but necessary shift: Abandon most for-profit local newspapers, whose business model no longer works, and move as fast as possible to a national network of nimble new online newsrooms. That way, we can rescue the only thing worth saving about America’s gutted, largely mismanaged local newspaper companies — the journalists,” she said.
  • Facebook Offers Support: While Facebook made a commitment in January of 2019 to invest $300 million in local news programs, partnerships and content over the next three years; the company recently announced an additional $100 million investment to support the news industry during the COVID-19 crisis—$25 million in emergency grant funding for local news through the Facebook Journalism Project, and $75 million in additional marketing spend to move money to news organizations around the world.
  • The CARES Act Could Help: NiemanLab recently reported that media companies with fewer than 1,000 employees will turn to the $300-billion-plus allocation for the Small Business Administration for support. It’s to be determined however whether it will be the lifeline they need to stay afloat.

As news organizations across the country adapt to these new challenges and opportunities, we will continue to carefully monitor and report on the resulting data and trends. We believe the principles of journalism play a critical role in driving a smarter conversation and that true authorities have a responsibility to participate skillfully in the ongoing conversation. We know that earning opportunities to express a point of view through traditional media is an effective way for professional services firms to move audiences through the sales funnel, despite the uncertainty facing media outlets today.  

What is certain from our standpoint is that in an era of smaller staffs and a 24-hour news cycle, at Greentarget we will strive to continue be empathetic to reporters. We know reporters are in dire need of authorities with perspectives that serve the rapidly evolving needs of the audiences they serve as this pandemic continues to evolve. We will continue to deliver.

Return to COVID-19 Resources for Communicators
Close
Close