How fake news impacts B2B Journalism
Summary: Business to business media companies may not deal with the same type of “fake news” that bubbled up in recent years, but B2B journalists certainly have their own variety of fake news to fend off.
The fake news phenomenon that took hold in 2016, where tweens in Russia and elsewhere were paid to drum up disinformation and disguise it as real news, is believed to have influenced the U.S. presidential election. Beyond that, it has created an air of suspicion around news coverage in general; savvy readers are more skeptical than ever about what they read.
That trend means journalists in all industries must be more diligent to maintain high editorial standards, provide transparency and re-gain or maintain their readers’ trust. It’s a tall order for many of the B2B media companies that are scraping by and want to appease advertisers. This pressure leads to many types of “fake news” in B2B, including:
· The trend of B2B publications allowing “contributed content” written by executives who work for the media company’s advertisers;
· Sponsored content blending in with editorial content;
· “Advertorial” content written by staff writers which promotes an advertisers’ products or services.
· Reporters accepting vendors’ offers to pay for travel accommodations for conference coverage.
A panel of long-time local journalists will discuss those pressing issues during the New England ASBPE banquet on April 26, 2017. …