Can you still trust the news? Why press releases might be the last line of credibility

Any scroll through your social media feed and you’ll see it: AI-generated “news” stories, deepfake pictures and videos that look uncannily real, and a flood of generic, paid-for content jostling for your attention. Add to that the endless swirl of conspiracy theories and political spin, and we’re left wondering: in this post-truth era, who—and what—can we trust?

The answer might surprise you. Press releases, and the traditional media outlets that still publish them, could be the most credible option left.

The problem of bias—and why it still matters less than chaos

Let’s be honest. Most people suspect that large newspapers, broadcast channels, and broadsheets carry political bias. Many point to the billionaire owners behind the headlines and question whose interests really shape the news. And sometimes, those suspicions aren’t misplaced.

But here’s the difference: legacy media still has journalists and editors. Stories have to pass through some form of scrutiny, fact-checking, and accountability before being published. It doesn’t guarantee perfect objectivity—but compared to the unfiltered torrent of content online, it provides at least a foundation of credibility.

That editorial process, flawed as it may be, sets mainstream publications apart from the anarchic churn of social media.

Conspiracy theories, mistrust—and the hunger for certainty

We live in an age where conspiracy narratives thrive. From alternative “truth-tellers” on fringe websites to viral posts claiming to expose hidden agendas, mistrust of mainstream media has never been higher. But here’s the irony: the very existence of these competing narratives proves just how hungry people are for something solid.

For organisations, this makes press releases invaluable. They create a fixed, verifiable record of your news—something that can be traced back, quoted, and held accountable. That alone helps distinguish your story from the endless noise of speculation and AI fakery.

Why press releases still cut through

Press releases don’t just announce your news—they anchor it. They: pass through editorial filters that demand at least some fact-checking; provide journalists with structure and verified sources, and offer organisations a route into established media, still widely regarded as more trustworthy than a social feed.

They will also stand as a permanent, citable record in a world of fleeting, disposable content.

In short, press releases put a stake in the ground. They give your organisation’s story a chance to be believed when doubt is everywhere.

A hybrid approach: PR in the digital age

This isn’t to say that press releases exist in isolation. The best communication strategies use them as a foundation, repurposing the content for websites, newsletters, and social media. But the core advantage of a press release is that it gives your organisation a credible starting point—a story that journalists can validate and audiences can trust.

In other words, if your news is important enough to share, it’s important enough to be shared properly.

We may not fully trust the media. We may suspect bias, question ownership, and doubt agendas. But when the alternative is AI-generated falsehoods, deepfakes, and conspiracy-fuelled confusion, even a biased media outlet feels like a safer bet.

In that context, press releases aren’t outdated relics—they’re one of the last lines of credibility organisations can rely on.

If your organisation has a story that the world should hear, at Seren Global Media we’re ready to help. Contact our team today!

Can you still trust the news? Why press releases might be the last line of credibility

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