The evolution of ethics, revisited | USC Annenberg School for Communication and Journalism - 0 views
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more than 90% of PR executives believe that the distribution of fake news and the purposeful distortion of truth are the biggest ethical threats we face in the future. Defense of malicious behavior and lack of corporate transparency were cited by over 80% of the respondents.
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Today, earned media – pitching and placing stories through work with journalists and influencers — remains the dominant source (50%) of revenue for PR agencies. It’s predicted to drop to 37% over the next 5 years, with shared (23%), owned (23%) and paid media (17%) picking up the difference.
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nearly two-thirds (64%) of PR professionals think that in five years the average person won’t be able to distinguish whether the information they consume comes from paid, earned, shared or owned sources.
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