FIR #336: Trust, Likability, and Confirmation Bias

Multiple studies confirm that Americans (like most of the rest of the world) have lost their trust in the media. But people get their news and information from somewhere — or, as a Gallup/Knight Foundation study finds — someone. “Public individuals” attract followers who turn to them for news and information based on a number of qualities, ranging from likability to subject matter expertise. Many of these public individuals host shows on mainstream media outlets. What does this mean for PR professionals looking for the right outlet to pitch? Neville and Shel break down the study in this short midweek FIR episode. ---- The next monthly, long-form episode of FIR will drop on Monday, June 18. We host a Communicators Zoom Chat each Thursday at 1 p.m. ET. For credentials needed to participate, contact Shel or Neville directly, request the credentials in our Facebook group, or email fircomments@gmail.com. Special thanks to Jay Moonah for the opening and closing music. You can find the stories from which Shel’s FIR content is selected at Shel’s Link Blog. Shel has started a metaverse-focused Flipboard magazine. Neville’s Asides blog is also available. Link from this report: Following Public Individuals for News in 7 Charts From Institutions to Individuals: How Americans are Now Looking to Public Figures for News and Information Turning to the Names We Know: Show Hosts and Journalists Top Individuals Followed for News Why Do Americans Turn to Individuals for News and Information? Personality, Trust, Perspectives Outside the Mainstream  How Brits get their news