Local newspapers are far more trusted than Facebook to find out what is happening in the local community, research commissioned by Havas PR has found.
The research, carried out by YouGov, found that 67 per cent trust local newspapers, compared to less than a fifth trusting what is read on Facebook.
For the 25-34 age group, less than a third (29 per cent) trust what they read on Facebook, a figure which falls to 10 per cent for the over 55 age group.
Nigel Hughes, board director at Havas PR, said: “Social media has a prominent place at the table but marketers run the risk of over-hyping it as a solution. Brands need to realise it’s not a one size fits all tool for reaching every demographic. The death of the local newspaper and impact of radio has clearly been exaggerated.”
The research also shows that 61 per cent of people believe private companies can be effective in helping to get disadvantaged persons into the workplace, with three quarters (72 per cent) suggesting sponsorship would be effective.
Hughes added: “The research showed that there’s a big battleground between opportunity and cynicism about CSR within communities. Get it wrong or ill-judged and it will be seen as a PR stunt, get the message right and 52 per cent of people agreed that they were more likely to buy products from a company that is active in their local community. That’s an opportunity too many brands are missing.”