Election year surveys highlight Americans’ views on media


Americans’ trust in the media and where they get their news are key issues for communicators, particularly in a presidential election year when national issues are in the spotlight. With an awareness of media consumption habits and trends, communicators can utilize effective channels and tailor messages for diverse audiences. The most recent round of surveys may provide useful background for post-election media outreach.

  • Gallup research found that Americans' trust in media remains at trend low: with 31% expressing a ‘great deal’ or ‘fair amount’ of confidence in the media to report the news ‘fully, accurately and fairly.’ The report shows a continued decline in trust since the 1970s with a widening partisan gap, and more trust for state and local governments than for the federal government or the judicial system. In light of this trend, communicators should share information that is accurate, honest, useful, and accessible.
  • Yougov’s most trusted news sources survey echoes Gallup’s findings, and ranks more than 50 news outlets from most trusted (The Weather Channel, BBC, PBS) to least trusted (Breitbart, Infowars, The National Enquirer). Results are also sorted by partisan affiliation. Building relationships with the most trusted news sources could make your outreach more impactful.
  • Pew Research released a number of detailed reports this year. Americans’ views of 2024 election news delves into views and awareness of election stories. While television remains more popular for political news than websites or social media, Republicans and young adults are now nearly as likely to trust info from social media as from national news outlets. Pew also looked at U.S. adults’ use of TikTok, finding that it remains a more popular source for pop culture and entertainment than for news, particularly among younger adults. Communicators may want to consider whether social media accounts trusted by their target audiences can help extend their reach.

If you have questions about how to effectively reach out to media post election, contact the University Relations PR team at unews@umn.edu. 

Topics: Media Relations Print Social Media Web