Flacks ‘n Hacks_ Re-Establishing Trust Between Journalists, Corporate Storytellers, and News Consumers | Otter.ai

Flacks ‘n Hacks_ Re-Establishing Trust Between Journalists, Corporate Storytellers, and News Consumers

Online News Association22min

Jon Amar

00:55

Everyone welcome to our session. We'll be talking about reestablishing trust in the media ecosystem. My name is Jon Amar, I'm the founder and CEO of Vetted. We are an online directory of experts that journalists use to book interviews for their stories. We're joined by some really great PR pros and PR technologists in the industry. First up, we have Shandra Naegle, from PRophet.

Shandra Naegle

01:26

Hi Jon. Thanks so much for the introduction and thanks for having me today. My name is Shandra Naegle. And I'm the head of product for PRophet, which is an AI driven software platform that helps predict media coverage, interest, sentiment and spread before a story is pitched.

Jon Amar

01:42

Hey, we have Gregg Castano, at News Direct.

Gregg Castano

01:46

Hi, I'm the CEO and founder of News Direct. I spend most of my career in the news wire industry with one of our competitors. And I found a News Direct in 2019, sort of as the 21st century, next generation news wire using digital technology to disrupt and improve what we felt was a model that needed that kind of transformation. And thank you for having me.

Jon Amar

02:15

Yeah, of course. Thanks. Thank you both for for joining. So, you know, we're here, as PR technologists and people who've been intimately familiar with the PR industry for a number of years, to really talk about what's next, for relationships in the PR and media world. You know, PR pros outnumber journalists, six to one. Media mistrust is at an all time high, misinformation and fake news are, they appear to be rampant and have infiltrated the mainstream media. So as PR technologists, we're all working on ways to solve those issues and really looking towards towards the future, and what what can be done to increase trust on both sides of this of this media ecosystem. My question, starting with with Shandra is, you know, what's your view on the state of the media ecosystem?

Shandra Naegle

03:12

I think that originally, there was a tremendous optimism around media and technology and it really empowered people to have a voice. We're kind of in a different stage right now, where people, like you said, seem much more fearful. And there's this negative emotion because of all the disinformation and you're trying to identify what's real versus fake. And so I think most of the distrust too, is because of data and privacy, right. And while we're starting to have more control of that, we don't quite know where some of our data and information is being used. And so I think that can kind of contribute to just the overall distrust in the entire ecosystem as well. And so I think we kind of parallel that with what media and technology is arousing the public side. And so technologies become much more democratic, I guess, you say, but we're given more control. And as we pivot towards tech for good, then we can kind of take some of those principles and apply it to trust, I think.

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