Edelman's annual "trust barometer" is set to be unveiled again at the World Economic Forum's annual meeting in Davos, Switzerland, and it will come as little surprise that the media has taken a beating in the age of fake news, twitter bots and alternative facts.
But there's a twist.
While journalistic output may raise eyebrows, journalists themselves may be enjoying a comeback, along with other credentialed experts who, in previous surveys, were seen as less trustworthy in the past.
Not all journalism is of equal quality, obviously, but maybe this is a sign of greater appreciation among the public for what's good, what's bad and what's ugly - an unintended consequence of cynical efforts to muddy the water?
Might be a turn-around moment for journalism and publishers...and I know some good PR agencies that can help.
Journalists are just one of the “voices of authority” where trust is up; trust in almost all credentialed experts rose compared to 2017. By contrast, the credibility of peers, or “a person like yourself”, dropped six points to 54%, reversing a seven-year upward trend.