Newspapers, magazines, TV and radio remain the backbone of the media world, although it’s hard not to see the media landscape is changing rapidly.
Most publications have embraced the online space, blurring the line between print and digital media, and social media remains a huge driving force in getting your brand in the public eye.
But new technologies and innovations like AI are now coming into the fore, keeping the media – and PR agencies – on their toes.
Here, Adam Howlett, Media Relations Lead at Prominent, looks at the transforming landscape of media, what’s new and what might happen next.
We’re all so used to having social media in our lives, it sounds a bit odd talking about it as a ‘new thing’.
It feels like Facebook has been around forever and even more recent platforms like Tik Tok are now well-established platforms and part of everyday life.
It’s clear that social media is a powerhouse, with more than 5 billion people around the globe using it in some shape or form.
It has become the first place people go to for breaking news and has been embraced by most brands as a crucial tool in boosting awareness and engaging with their customers.
However, it would be foolish to assume it will stay the same forever – like everything, it will evolve.
We’ve already seen a somewhat downward spiral of X (formally Twitter) with many jumping ship, tired of the negativity and boosted posts from the blue tick crowd. Bluesky continues to gain traction, alongside the other “Twitter killers” like Threads, which has experienced a slow but steady start.
The popularity of social media will continue, but as new platforms divide our attention, it’s unlikely we’ll be going back to the time where we’re all on the same one or two.
Choosing which social media platforms to get your message out, and how best to make use of them, will become big questions for public relations professionals in the future.
Many will say, with print sales at an all time low and falling, the glory days of the newspaper have gone.
However, when people say they go to social media to get their news, where does the news they are searching for often come from? A newspaper website.
In the UK, the BBC website still attracts 40.3 million people visit each month, with Sky News, The Sun and Mail Online getting more than 22 million each month too.
It’s still a huge audience and one that is likely to engage with the content, rather than scroll mindlessly past it.
I would also argue achieving publication in print media still has an added air of gravitas to it.
Getting a press release for a client in print gives it added credibility – page space is a limited resource, so if it made the cut it must be important.
Although newspapers have a big challenge ahead of them, I’m not one who thinks they will fade away. For me, they’ll remain at the heart of the media landscape for years to come.
Local outlets have had to find new ways to bring in revenue while maintaining quality.
Many of the newspapers here in Suffolk have moved to subscription models, for example, which I think is a good thing.
People have become accustomed to receiving news completely free, and it’s only right we should pay something for the product they produce.
There’s also a new kid on the block in Ipswich, www.ipswich.co.uk, which is using a new model, based on partnerships with local businesses, to generate income while providing news to the area.
It’s an interesting idea and we’ll have to see whether it can compete with the long-established Suffolk newspapers in the future.
BBC Radio Suffolk has also seen competitors rise, with radio stations like Suffolk Sounds and GenX Radio Suffolk now cementing their place on the local landscape, offering listeners something different and brands a chance for airtime.
One thing’s for sure, local media is vital for promoting brands, particularly those that serve the people who live nearby.
If you’re targeting a local audience, it’s still a great place to promote your brand.
This year, we have seen an explosion of AI – with the technology progressing at breakneck speed.
I remember just last year laughing at the ‘Will Smith eating spaghetti’ AI video and thinking it was all a bit silly.
But with chat GPT proving its capabilities and AI being used more and more in business, it’s something that will no doubt become a big player next year.
AI is already being used in newspapers, with a new role of AI Assisted Reporter often popping up in bylines on websites.
There has also been talk of it being used more in PR, a cheap and rapid way of churning out blog and press release content.
However, I don’t think it will ever replace a good journalist, content writer or PR – the human touch is crucial in identifying why people engage with a story, and to really pluck those heartstrings.
The media is non-stop, constantly evolving and always innovating.
It’s an exciting time in the media and PR, you never know what’s next on the horizon.
We’ll have to see what 2025 brings, and the new challenges – and opportunities – it will bring.
If you’re looking for an experienced PR partner to navigate your brand through these exciting new waters, give us a call today on 01473 276126.
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