Post by Edelman

Yesterday at SXSW London, our EMEA and UK CEO, Julian Payne put a question to three of the most interesting voices in media right now: is your anchor now a creator? The answer was more complicated than a yes or no. Trust hasn't disappeared, it's relocated. Audiences haven't stopped trusting media voices, they've become more specific about which ones they let in. Three things that landed: 1. Rigour and reach aren't in competition. The verification still has to happen. The craft of making people stop and watch has to happen too. The best people in the room are doing both. 2.  The comment section tells you what your audience actually thinks, what they don't understand, and where the misinformation is taking hold. Treat it as an editorial resource, not an afterthought 3. The media voices that will last are the ones who know exactly who they're talking to, what they're trusted to say, and what they're not - and who keep showing up on that basis, consistently. Thank you to Sophia Smith Galer, Max Foster (CNN International Commercial) and Lotte Jones (Caliber), and to everyone who was in the room at JuJu's.