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BBC: 'If They Believe Us, They Will Share It'

The BBC's director of global news has today said that research shows audiences trust news shared by their family and friends more than news from "most traditional media". In a speech to the World Media Summit in Russia, Peter Horrocks said: "If we want our news to be believed, we need to get our audiences to share it. If they believe us, they will share it." He said the BBC's standard is now to ask "do you trust our news enough to share it with your mother, brother, or friend?". During the keynote speech in Moscow, Horrocks also warned of an "unprecedented global threat to impartial and independent news" and called on authorities worldwide to protect the rights of journalists to report freely.

Read the whole story at Journalism.co.uk »

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