A study for the U.S. Institute for Public Relations suggests an increasing impact of social media but an enduring challenge for it to achieve credibility.
The study of public relations professionals examined the evolving role of social media. It found a growing perception in the value of social media as both complementary and influential in relation to mainstream media. Its instantaneous quality was valued and noted.
But there remains a question about expectations of honesty and integrity. Respondents felt strongly (80 per cent) that they should expect mainstream media to be accurate, ethical and honest, but half as many (41 per cent) hold those expectations of blogs and social media.