In today’s media landscape marked by misinformation, journalists must invest significant time fact-checking and debunking false claims.
Coupled with shrinking newsroom staff, these additional layers of complexity are stretching reporters thin.
To better understand these challenges (and the solutions) we connected with a roster of veteran journalists to understand how public relations pros can help the media do their jobs more effectively, working together to build trust in the news.
This blog is just the first in our three-part series, “Navigating the New Era of Misinformation,” where you’ll get perspectives from all sides of the communications table.
In this post, you’ll hear from:
Journalists face significant challenges in today's news environment. The pressure to produce timely, accurate content has intensified with the rise of the 24/7 news cycle and fragmented digital platforms.
As Jeff Burt explains: “The biggest challenge is time. Deadlines are constant and given the modern media landscape, I'm working on two to four stories a day, most of which have to be completed that day. Given that, I need to verify information as quickly as possible.”
This crunch creates a dynamic where reporters must make rapid decisions about source credibility. Sue Poremba reiterates the obstacle and how difficult it can be: “I try as hard as possible to find an original source. I do worry a bit lately about vetting because how many of the sources I use are reporting false information?”
Journalists must continue to quickly, and carefully, evaluate which stories to pursue. This process has become increasingly detailed as information sources multiply and evolve.
Gen-AI tools such as ChatGPT provide numerous benefits - but they also add another layer of complexity when it comes to reporting.
As Poremba notes, "There is increasing concern [among journalists] that sources are plugging questions into ChatGPT to get print-worthy responses.”
When it comes to working with content provided by spokespeople, Jai Vijayan points out, "The availability of gen-AI tools has complicated the challenge, because often these tools spew out very convincing-appearing, but sometimes incorrect, incomplete or flat-out wrong info – which you then have to separately vet all over again.”
These comments emphasize why PR pros must carefully review and verify all AI-assisted content, especially when it comes to working with the media. There is so much at stake – for everyone involved.
While these observations are important to consider, AI tools also represent a powerful augmentation of human capabilities. When used carefully and thoughtfully, AI can help communicators articulate ideas more clearly and explore different perspectives. It’s a fast and effective way to gather research, produce outlines and create early content drafts - and even brainstorm new ideas or angles.
The solution lies in leveraging AI as a collaborative tool while maintaining human oversight – using it to enhance rather than replace authentic voices.
For communicators, consistently producing trustworthy press releases (and pitches) is fundamental to building strong relationships with the media – a sentiment echoed by the journalists we spoke to.
Key elements of a credible release include:
These core elements transform a press release into a valuable journalistic resource.
Poremba articulates this need: “If it is a study, I want to see the study without jumping through a ton of hoops. I want to be able to compare it to past studies. When there are quotes, I'd like to be able to link to the person's LinkedIn or to the company bio or something that gives me an idea who this person is and why their voice is important.”
In addition to authenticating the root of a claim, it’s equally important to validate the source. Press release identity verification tools, like CLEAR Verified, assign a digital badge that signify verified individuals are issuing news announcements.
The combination of these efforts results in stronger media relationships built on a foundation of integrity.
As Burt notes, “If you or someone I work with on a regular or semi-regular basis sends me something, it automatically comes with a level of reliability. It doesn't mean I can always find a home for it, but it does mean that I feel comfortable pitching it to my editors. If it comes from a company I'm familiar with, that helps, too.”
It’s not just up to the media - PR pros are essential gatekeepers in the information ecosystem. They must balance their jobs as company advocates with a duty to maintain information integrity.
What’s an easy way PR pros can prevent the spread of misinformation? Show evidence.
“I think what would help is to provide backup resources,” says Poremba. “Give us some background info that verifies the commentary. For example, I'm thinking about the rampant misinformation happening around FEMA support for areas hit by Hurricane Helene. It's one thing for journalists or PR people to come out and say, ‘Hey, FEMA is there. We've seen them there.’ But more powerful voices here are the governors describing the help they are getting and how quickly it arrived.”
This example illustrates exactly how PR pros can play a vital role in helping journalists – while firsthand accounts can be useful, they are most valuable when supported by primary sources and tangible evidence. And where false information can be proactively countered, even better.
By taking this approach, communicators can help foster a more reliable information ecosystem.
The alliance between PR pros and journalists is more essential than ever before.
By prioritizing accuracy, transparency and integrity-based communication, both parties can work together to foster confidence and credibility with their audiences.
As we move forward together through this ever-evolving media environment, continued vigilance will be central to addressing these challenges. Together, let’s pledge to cultivate a culture of trust, ensuring the information we share informs and adds value to global conversations.