Two-thirds of people trust what they read in their local paper, according to a new research study.
A survey of more than 2,000 UK adults found 67pc of them trusted what they read in their local paper, compared to 35pc for their regional radio station.
This contrasted with less than one-fifth of people trusting what they read on Facebook.
They survey also found that local papers were the top way for people to find out about news in their area.
The research, called CSR and the Local Community, was commissioned by Havas PR UK and carried out by YouGov to look into the relationship between big businesses and local communities.
Nigel Hughes, board director at Havas PR, said: “Social media has a prominent place at the table but marketers run the risk of over-hyping it as a solution. Brands need to realise it’s not a one size fits all tool for reaching every demographic.
“The death of the local newspaper and impact of radio has clearly been exaggerated.”
The report found that for the 25-34 age group, 29pc trust what they read of Facebook, which falls to just 10pc for those over 55.
Further information on the survey is available here.