A few days ago Linkedin published some interesting new research concerning the drivers of trust in relation to the consumption of digital content in The Mindset Divide: Spotlight on Content.
Its surveys revealed the nine most important factors for determining trusted content, with ‘well-written content’ in third place (see the LinkedIn graphic for all nine factors).
“Deliver it [content] to journalistic standards and your audience will give it the credit it deserves,” states the LinkedIn study.
You probably haven’t fallen off your chair in surprise at this news. But this caught my eye because just three days later PR Moment, in partnership with the PRCA (Public Relations Consultants Association), published its own research into skills within the PR industry.
Its survey, based on 300 people from PR agencies and departments, showed that 85% of PR businesses viewed ‘writing’ as the most important technical skill to have, but 40% also identified it as the technical skill most lacking (see the PR Moment graph).
I agree with PR Moment that this skills gap is a worrying result and it must be a concern to everyone within the industry.