The Reuters Institute for the Study of Journalism published an article this week that discussed the growing trend of news avoidance amongst specific audience groups. This trend is one of many that is influencing how certain audience groups are becoming more susceptible to misinformation.

The rise of online and social media channels has broken the traditional channels from which people get their news. The media landscape has become extremely fragmented globally and in specific international markets, leading to many people to get their news from unverifiable sources - forums, groups, and social networks.

The rise and establishment of ‘news avoidance’ has profound implications not just for governments but also businesses and their efforts to engage with their respective audiences and build and manage their reputations.

The Growing Problem of News Avoidance

Studies show that nearly 42% of Americans avoid the news at least occasionally. The reasons mentioned range from feeling overwhelmed by negative news to a broader distrust of the media, particularly regarding its perceived bias or political agendas. This trend is not limited to the US. Countries like the UK and Brazil are witnessing similar increases in news avoidance, while Japan, by contrast, has much lower levels of avoidance. This divergence highlights the complex and multifaceted nature of the issue as well as differences in how news is shared and cultures and their impact on the levels of trust that people have in news and media outlets sources.

For businesses and governments, news avoidance represents a double-edged sword. On the one hand, they rely on media coverage to communicate important developments, shape public opinion, and manage their reputations. On the other, audiences increasingly turn to social media and other non-traditional sources, often unverified, to consume information. This shift away from trusted news channels can lead to a rise in misinformation, ultimately damaging reputations and trust in institutions.

The rise of social media has had a negative effect on our attention span for content. In 2004, the average global attention span when interacting with a screen was around 2.5 minutes. By 2012, it had dropped to 75 seconds, and more recent studies estimate that it is now just 47 seconds due to the constant stimulation from platforms like TikTok and Instagram.

Social media has been conditioning us to only consume hyper-short content. Today, a large group of us just consume headlines rather than long-form content.

Implications for Reputation Management

Building, managing and protecting reputations in the era of news avoidance and hyper-short content requires a multi-pronged approach.

Businesses and governments can no longer assume that their target audiences will engage with traditional news outlets and that explaining the context will establish trust with their audience groups. Instead, there is an increasing need to engage with audiences directly, using the platforms where they already spend time. However, this shift presents the risk of audiences consuming unverified or misleading information, potentially undermining trust. Additionally, on these channels, they will become vulnerable to negative comments - corporate or political trolling.

The Edelman Trust Barometer 2024 highlighted a growing crisis of trust, with people increasingly sceptical not only of the media but also of institutions such as governments and businesses.

The report from earlier in the year revealed that public trust is declining across the board, with misinformation and a lack of transparent communication cited as key drivers. This erosion of trust makes it even more crucial for companies, businesses and international governments to find innovative ways to rebuild confidence in how they communicate.

Strategies to Reach News-Avoidant Audiences

In today’s distrustful media and news ecosystem, more than ever, organisations need to think strategically, not just about how they communicate but how they are as a whole entity.

There is a greater need to ensure that our communications are more than just talking to people. But our communications is also about listening and learning about our audience's behaviours and then delivering internal advisory to ensure that the message and action reaches the various publics, whether it is a company, investor or international government.

These are five strategic recommendations:

1. Meet Audiences Where They Are: Traditional news sources may no longer reach news avoiders, but businesses and governments should not ignore them. Instead, they need to find an approach that balances short-form and long-form content that engages audiences through traditional and respected channels and platforms like social media, messaging apps, and video-sharing platforms to engage. This strategy allows organisations to target audiences who have disengaged from traditional media. However, the content shared must be credible and backed by factual information to prevent the spread of misinformation. Gaining trust will require a private look at internal culture to ensure that the transparency that people want is, where possible, delivered.

2. Simplify Communication: For many news avoiders, the news feels overwhelming or too complex to consume. Simplifying key messages - whether through short, digestible formats or by providing summaries of complex topics - can help re-engage these audiences. This approach, highlighted in research from the Reuters Institute, shows that tailoring content to different audience needs, especially those with lower literacy or limited time, can significantly improve engagement.

3. Promote Trust Through Transparency: Trust remains a core issue in news avoidance. Institutions must adopt more transparent communication strategies, providing fact-based, actionable information that resonates with audiences' needs. In fact, this is not just an issue of transparent communications but transparent organisation and governance. Proactively addressing concerns, explaining complex issues clearly, and quickly correcting misinformation is essential to rebuilding trust.

4. Foster Community Engagement: Building a sense of community around your brand, product, policy or institution can help audiences feel more involved and connected. Offering forums for discussion, responding to concerns, and creating opportunities for action can make audiences feel their engagement matters. This fosters a deeper connection and trust, but remember that it takes time to build trust and respect.

5. Counter Misinformation Proactively: With many people getting their news from unverified sources, the risk of misinformation spreading is higher than ever. Data from the American Press Institute and Pew Research Center shows that 51% of Americans trust information more when it is shared by someone they trust, regardless of whether the news source is well-known or credible. Governments and businesses should actively monitor online discourse and correct false information swiftly. Building partnerships with trusted influencers and experts who can amplify factual messages also helps combat the spread of misinformation.

Moving Forward: Building Trust in a Distrustful Landscape

In an era where news avoidance is on the rise and trust in traditional media is declining, businesses and governments must rethink how they communicate and manage their reputations. By meeting audiences where they are, simplifying complex issues, promoting transparency, and actively countering misinformation, organisations can rebuild trust and protect their reputations.

This shift isn't just a necessity; it is an opportunity to engage more deeply with audiences in ways that resonate with their preferences and concerns. However, it requires a proactive, adaptable approach to ensure that even those avoiding traditional news remain informed and connected to credible sources of information.

Get in touch to find out how news avoidance impacts your reputation and how you are perceived.