How polling can build trust across a fragmented media landscape
When asked, Americans say just about everyone has a responsibility to stop fake news: platforms, politicians, regulators and media users themselves. As the world grows more complex and disinformation campaigns evolve, polling will remain an essential tool for each of these audiences.
As disinformation campaigns and fake news become more prevalent, Americans are worried about having access to trustworthy news sources in the future. By supporting credible reporting on the issues that shape American life, accurate polling provides
news organizations and their audiences with a way through that impasse.
But its value isn’t unique to the press. Objective and representative polling gives brands the insights needed to navigate a fast-moving economy, just as it gives the public a nonpartisan window into big-picture issues. For news outlets, consumers and advertisers alike, polling can foster trust in an era defined by its rapid decline.
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