Media trusts executives, not spokespeople

Trust is the key to success in most relationships. As the media landscape evolves, it’s important to understand what reporters and journalists are looking for when it comes to authenticity.

According to a recent study by DS Simon, members of the media look for interviews with experts rather than third-party spokespeople. In fact, 74% on average believe making a CEO available for interviews makes a brand more authentic. In reality, 82% believe third-party spokespeople are the least authentic brand reps.

Check out the full survey if you plan to provide thought leadership opportunities for your brand in 2018.

– Chuck Norman, APR, The North Carolina 100