Social media – less trusted but still vital

Our Approach

We are learning to trust traditional media more, while trusting social media less. Less than one in four of Britons trusts news on social media platforms according to the 2018 Trust Barometer by Edelman, a PR firm.

In contrast, trust in news from the traditional media source has risen over the past 12 months with 61% of Britons expressing confidence:

Does this mean we should focus on older media outlets and ease those plans to increase followership and influence on Linked In or that Instagram launch? No.

We advise clients in media training that the best way to have influence and impact is to be credible and compelling in both traditional and new forms of media.

For a start journalists themselves embrace social media. Journalists produce content and social media offers a boost to distribution. So social media and traditional media are entwined, relying on each other for impact and credibility.

Social media is a great platform to spread positive coverage generated in traditional media. A company can leverage off its own presence but also the presence of reporters.

Journalists were among the earliest adopters of social media. If you are interviewed by a journalist with a social media following of 100,000 the story could be far more impactful than one written by a reporter followed by 10,000.

Of course, at the same time social media will increasingly magnify bad news.

Even if you’re not ready to broadcast yet you can learn a lot by dipping in. The easiest way to find out about what a reporter is thinking about and investigating is to check their Twitter feed.

Get in touch if you would like to find out more about our media training and coaching via: email address.

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Communication Means Limited 
Warnford Court, 29 Throgmorton St,
London EC2N 2AT

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About us


helenlucasHelen Lucas helps leaders and senior managers use communication to build more effective relationships with colleagues, clients and other stakeholders, including the media.


jeremy adamsJeremy Adams is an experienced communications advisor and coach to business executives, non-profits and politicians.


Our approach


All our small group workshops and one to one sessions are structured with rigour, but low on theory and designed to engage sceptical participants.

Our sessions are fast-paced and challenging, with extensive use of video rehearsal and feedback. Participants will learn to distil and disseminate their key ideas using our proprietary message development tool.

We adapt the sessions according to the ability and requirements of the executives – and according to specific upcoming communication challenges, which we can plan for in the pre-session call.