Public Relations Statistics #9: Press releases are ranked as the most trustworthy channel for media.
According to Cision’s research report, people have low trust in news sources in general, and media professionals are no exception. Traditional forms of PR like press releases, however, still stand strong, and with 42%, are ranked as the most trustworthy source by media in the US. They outrank company websites (21%), blogs (4%), social media (4%), and spokespeople (29%). The study also found that media professionals consider press releases to be more trustworthy when they come from external sources, such as independent organizations or NGOs. This is likely due to the perception that these sources are less biased than companies or other institutions. In light of this, it is clear that press releases can be an effective way to communicate with the media, provided that they are coming from a trusted source.