Episode 23 | From Fact Checking to "Fact Shopping": The Future of Media Relations & Brand Safety

The Shift: From Producers to Curators

In an era where everyone is a content creator, Tirto.id found a new USP: Verification. Madin explains that the "upstream" (news creation) is overcrowded. The real value now lies "downstream"—filtering the noise. Tirto has transformed "Fact Checking" from a niche side project into their core business model to ensure safety in a chaotic digital world.

"Cara untuk mendeteksi hoaks yang paling efektif adalah dengan membuatnya." — Rachmadin Ismail

Key Insights: Managing Media & Crisis (Q&A)

To facilitate quick understanding for PR practitioners, here are the core insights from the discussion:

Q: Why do 90% of Press Releases get rejected? A: Lack of economic or traffic value. Madin emphasizes that editors receive 1,000+ emails a day. Releases that are "one-size-fits-all" or lack a unique angle for that specific media outlet (e.g., a tech angle for a tech news site) are viewed as spam.

Q: What is "Fact Shopping"? A: This is Tirto's new strategy. Instead of just checking political hoaxes, they verify consumer product claims (e.g., "Is this watch actually waterproof?"). It aims to protect consumers from marketing overclaims.

Q: Is the rivalry between Media and Influencers over? A: Yes. Tirto now adopts a strategy of collaboration with "Homeless Media" (local info accounts). They provide journalistic training and legal protection to these accounts in exchange for content distribution and shared ad inventory.

The Business of Survival: "Homeless Media"

Madin shares a fascinating look at how Tirto survives the "winter" of media revenue. By bundling their ad inventory with local accounts (like Info Depok or Info Balikpapan), they expanded their reach from 5 million to 50 million, offering brands a more comprehensive advertising package.

Embedded Video Context

Watch the full discussion here: [https://youtu.be/jnCSGDZuvGA]

Timestamps

• 00:00 - Intro: The most effective way to detect a hoax

• 04:12 - Shifting from Producer to Curator

• 17:15 - Crisis Comms: Lessons from the Aqua Case

• 24:45 - The "Homeless Media" Strategy

• 56:22 - Why PR Releases Fail

• 01:02:40 - What is "Fact Shopping"?

Brands/People Mentioned

• Rachmadin Ismail: [Editor-in-Chief Tirto.id]

• Tirto.id: @tirtoid

• Mercy Tahitoe: [Host]

• Stephanie Sicilia: [Host]

• Tasya Farasya: (Mentioned in context of influencer power)

• Aqua: (Case study on crisis)

Our Agencies

• www.praxis.co.id

• www.prajna.co.id

• www.explicar.co.id

• www.whitewood.digital