• by Ray Schultz , Columnist, Yesterday

Blame it on Fox or blame it on left-wing media. But news organizations are suffering from a “proof gap,” judging by a new report from Muck Rack, Vayner X and Ipsos. 

Of the consumers polled, 56% say their trust in news has declined over the past five years. And 44% do their own fact-checking—they verify the information in a story before believing a word of it.

Their top news sources are the traditional ones—57% see legacy media as “the anchor of trust.” But 85% of younger readers, those from 18-34 years old, put their faith in social platforms. 

How they feel about a story depends on how it is presented. Publishers and brand leaders think that photos and video are more important than clear data. However, in this age of AI, consumers want functional proof—“clear, verifiable data and sourcing,” the researchers say. 

Moreover, 25% of consumers reward brands that have a consistent, positive reputation. But firms that simply react to a crisis are trusted by only 14%.

The report was done specifically to help companies with their public relations. But it includes findings that well could be of use to publishers and editors. 

“Truth and trust are the foundation of what we do at Ipsos, ensuring decisions - from the ballot box to the board room - are rooted in evidence and facts,” said Nick Mercurio, chief client & growth officer, Ipsos North America. “As misinformation fuels skepticism, it creates huge implications and a clear opportunity for brands. Companies that lead with honesty and consistency will be the ones to grow.”

“This research echoes what communicators tell us every day, credibility isn’t static, it’s earned moment by moment,” adds Greg Galant, cofounder and CEO of Muck Rack. “PR leaders are redefining trust in real time. The ones who will succeed are those who show up authentically across platforms, back their stories with evidence and build reputations that stand up to public scrutiny.”

The participating companies surveyed US consumers and brand leaders.