Are credible journalism and earned media essential tools for building reputation in a world where trust in news, institutions and online information is declining? Director Tal Donahue recently wrote an op-ed for Influence Magazine, drawing on insight from the 2026 Reuters Institute Digital News Report that public trust in news has dropped to 37% and 25% in the UK and US respectively in the last year. Tal argues: "Let’s not be too hasty in the dismissal of news as a source of truth, and as a mechanism for building reputational capital. Legacy media brands, like the BBC and the FT, still command trust levels which are even higher than the overall UK average was back in 2016. Local media stacks up well too, and should always be part of the mix when building out PR plans". Read the full article here.
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