According to a new Pew Research Center report on media polarization, Americans place their trust in two nearly inverse news media environments.
According to Pew, not surprisingly, 65% of Republicans and those leaning toward the GOP trust Fox News. By contrast, Democrats and those who lean that way, 67% trust CNN, 61% trust NBC, and 60% trust ABC.
Again, without taking a stance either Republican or Democratic, this is not surprising but provides some context for what we predicted back in January (which feels like a different era): further fracturing and fragmentation of the media and the country. This Pew report confirms our prediction that Americans are divided by news sources, and that further fragments our country.
Companies need to find ways to talk with both sides. Not to be cynical about it but to be successful, marketing functions will need to be able to tell their stories in two ways, to tailor the story to appeal to two different sets of news teams to reach people on both sides of the aisle.
That’s not always easy to do, of course. But it does speak to developing customized pitches (as opposed to sending out a single generic pitch) to the media. It takes more time but could expand coverage of your story.