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News of Facebook. Payola PR. Accountability and Responsibility

By Joseph Thornley

We take a further look at Facebook's shifting treatment of news that appears in our newsfeeds. The problem: Facebook has become the dominant news distribution platform. However, the algorithms have had a nasty propensity to elevate what has been broadly labelled as fake news. So, in this new world, how are we to know what is real, what is reliable, what is trustworthy? In recent weeks, Facebook has announced measures to address this issue. Today, our conversation centers on the introduction of two survey questions to ask Facebook users about their awareness of and trust in news sources. Also on this week's agenda, payola PR. Does it exist? What does it say about ethics in PR? What should we as an industry and as individual practitioners do to combat it?

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