Key findings from the Brand Authenticity Survey 2018 include:
Making your CEO accessible to the media makes your brand more authentic. 83% of journalists said so, a 10% increase compared to last year.
Choosing an in-house spokesperson is 46% more authentic than a third-party expert for both brands and non-profits.
The survey also found you need to post video for journalists to your social channels. 81 percent of journalists are getting their story ideas from social media and 83 percent are willing to use video you provide them as produced.
Finally, journalists prefer to interview your experts than a third-party spokesperson by a wide margin.