Most of what we know comes from what we read online or in the media.
Think about it – a large part of what you know comes from what you read and news bulletins, which are available online or in hard copy. We often let the media guide us when deciding what car to buy, where to go on vacation, or what toothpaste to use.
This observation undoubtedly illustrates the harmful effect of fake news. The more people read it, the more the algorithm suggests similar stories that are just as inaccurate as the previous ones.
Opinions are generally formed by a combination of what we read and word of mouth, and public relations therefore play a role that I am passionate about—influencing influencers and journalists so that they choose to talk about our clients.
The media and the Internet are where the public get most of their information. We better understand the damage it causes when leaders of major nations ban access to certain media or Western social media that enjoy freedom of expression.
Without the media and the spread of information online, it is practically impossible to participate in a Western society like ours and obtain information on the economy, politics and new consumer products. You’ll tell me that you don’t believe everything you read—which is great—but traditional and social media are still hugely influential.
If we compare the influence of the media with advertising, we quickly realize that advertising doesn’t—and never will—have the same credibility.
Advertising won’t bring you brand awareness. If you have the choice between purchasing an ad in a newspaper or an interview with a journalist, which one would you choose?
The interview of course, because when you read a newspaper, watch a news bulletin or a video on YouTube, where do you spend the most time? Do you do what I do, and impatiently wait for the moment when you can skip the ad to go back to what you were actually watching? In conclusion, you watch little—and read even less—of ads that are imposed on you, even though they may account for 70% of a publication (with only 30% being content).
I hope that you enjoyed and were inspired by this little public relations break.
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