Have you ever wondered exactly what you would learn on a media training course?
The media landscape is rapidly evolving.
The changes can feel complex even for those who work in it every day.
Do you know where your audience is consuming news?
What news sources are keeping them engaged?
And how can you get the right information to the right people at the right time?
Our latest exclusive masterclass for members of the Media Team Academy - a learning and development programme for comms and PR professionals - was packed with insight and expert tips to help you navigate the new media landscape and make the most of the changes.
Victoria Smith, one of our brilliant media training course trainers, was joined in our studios by journalist and TV presenter Mark McQuillan – a familiar face to many, regularly presenting for some of the country's most high-profile broadcasters.
And they began by exploring the changes in media consumption and their meaning for comms and PR teams.
“We are in a fragmented media landscape,” Mark said.
“But there are opportunities as well. There are more media outlets now than there were 25 years ago.
“And mainstream media still has an important place in society. We know that more than half of UK adults are watching a news programme on one of the main broadcasters every week.
“I like watching the 6.30 or 10pm ITV news for the opportunity to digest the big stories of the day in a clear, concise, easy-to-access way – complicated stories that are told in a minute and 30 seconds or two minutes.
“And I think it’s a good thing for comms and PR professionals to know – complicated stories told well can resonate.”
Where do other people get their news now?
Well, most of us – 96 per cent – do consume news in some form, and seven in 10 of us consume online news. The same number consumes news through TV or on-demand.
More than half of us use social media as a news source. 40 per cent turn to the radio for news
Mark said: “The stats show TV news has been stable over the past few years, and you would expect to see the increase in online and social media news.
“The significant one is newspapers dropping from 54 per cent of us using them to 34 per cent. And that ties in with the big newspapers looking more at their online offering and looking to monetise those platforms more.
“I think there is reassurance there that online and social media news sources are rising steadily rather than rocketing and that TV news has not fallen off the side of a cliff.
“Many people still watch the big TV news programmes every week.”
BBC News remains the top news source in the UK, followed by ITV, Facebook, the BBC iPlayer, YouTube and Sky News.
Mark said: “When you look at those figures, the big news organisations have multiple platforms. For comms professionals, that means you are not just getting one hit on the TV – you are also getting hits on the website and social media. So, there are big opportunities to reach a wide audience. “
Victoria added some key advice to take advantage of this opportunity.
“If your spokesperson is doing a print interview, check – or offer the possibility of it being filmed - and then it can go across all the platforms, which is something we are doing more of in the newsroom,” she said.
“We will film a print interview and use it as video or audio on social media. And we often see channels like LBC appearing in our social media feeds. So, there are things to look out for and opportunities to seize.”
Where do different age groups turn for news?
“The statistics show different age groups rely on different channels for their news,” Victoria said.
“The younger age groups gravitate towards online sources and social media.”
Mark added: “I don’t think that is a great surprise. But it is also important to think about the stories being put out there and whether they will interest young people.
“Broadcasters are thinking differently about how they can appeal to younger audiences – they are desperate to bring them in.
“So, they are looking at younger journalists to cover these stories who can connect to younger audiences. And they are telling stories in a different way, relying on punchy video clips and short and simple sentences.”
What have the changes meant to the shape of the newsroom?
“There are far fewer of us in the newsroom,” Victoria said. “Resources are limited, and journalists are more time poor.
“Last year, around 4,000 journalists lost their jobs in the UK and the US, and that means stretching things a little thinner.”
Could that lead to a rise in sensationalism?
“With the big broadcasters I work with, the focus is on balance, accuracy and good storytelling,” Mark said.
“There is such a careful operation in terms of scripts being checked, including by a lawyer, whether we’ve given a right of reply and whether a story has balance.
“But where things become more difficult is in the big, wide world of social media. How do we verify those stories?
“That’s why I would always tell people to go to those trusted organisations. We still place a huge amount of value in trust, and we should not lose sight of that.”
Clickbait headlines?
It is something journalists are sometimes accused of writing.
“There might be an interesting headline that grabs your attention,” Victoria said. “But that’s what they are meant to do.
“Clickbait is something different. That would be a headline that leads through to a completely different story.”
AI in the newsroom
Earlier this year, we launched a new AI-powered training companion - called Thirty Seven - to help people prepare for media interviews, presentations, management conversations and customer services calls.
But how is AI being used in the newsroom?
“Some organisations now have AI-assisted journalists,” Mark said.
“AI is definitely growing. They are looking at ways it can be used to identify certain words in press releases to see whether it should go to the top of the pile.
“AI can be used to transcribe interviews, so we can get the words an interviewee has said on to a page much quicker than if we had to do it ourselves.
“And that means the journalist can focus on more important things.
“We have to think about AI in the right way. Nothing is ever going to substitute people, connections, conversations and storytelling. But AI can help us better manage time.”
What about social media and the opportunities it offers comms and PR professionals?
For Mark, quality over quantity is vital.
“When I speak to people about LinkedIn, they often talk about how much content an organisation or person is putting out,” he said.
“Does it get diluted? That’s the big question.
“Or would it be better to focus on what is important, what is going to compel our audience and doing it in the right way?
“Rather than putting out 10 bits of content in one week, how about we put out one and get it right?
“Make it engaging. Have a great picture or video. That could get shared more widely and gain greater traction than putting lots of things out.”
But we can’t discuss social media without mentioning its role in spreading misleading information.
Victoria: “There is the issue of mistrust around some social media channels. Some news outlets, like The Guardian, have come off X because of a lack of trust in the changes Elon Musk has made.
“And TikTok is a source of news, but isn’t always a verified one.”
Mark added: “The algorithm has changed with X. I used to use Twitter a lot, and it was a great interactive platform where you were not just getting information from the big news outlets.
“You were getting things from colleagues, contacts and friends. And there was a range of content.
“But that has changed. When you scroll through now, it seems to be the big news organisations and Piers Morgan.
“So, we have to adapt and think about what platforms we are better using. Should we focus on TikTok and get our heads around that?
“ITV News has focused on that and using younger journalists who know TikTok and how to connect with people.”
How should you adapt your PR and comms strategies for this change?
Let’s start with grabbing a journalist’s attention.
“Building relationships is still important where you can,” Mark said.
“A two-way relationship, where the journalist knows you will pick up the phone and offer a great interview about a story and where they will cover something you want to discuss, is a great position to be in.
“We’ve seen with different exclusives in recent years that particular journalists have been trusted to tell that story.
“Having something clear, concise and compelling is also a good way of grabbing attention.
“Can you be distinctive and offer something different? Can you provide a great case study that highlights what you are discussing? That will stand out to a time-poor journalist.”
Victoria added: “Journalists are busy people, and it is often not possible for them to meet up for coffee with comms and PR professionals.
“But it might be worth approaching the planning desk to see if there is a chance to show someone from there the broadcast opportunities.
“It could give them an idea of what could be filmed for a story.
“And know the name of the news editor.”
From correspondents to content creators?
Should you still turn to journalists? Or should you look for the creators and podcasters who are grabbing attention?
“Things move and times change,” Mark said.
“We saw this recently in the sports world where Marcus Rashford, who is pondering his next move, sat down with a couple of YouTube presenters to talk about wanting to link up with Barcelona.
“That probably would not have happened a couple of years ago. And the story was picked up. Sky News showed a sizeable chunk of the interview because he is a big-name player.
“If someone has a great following and their content feels accurate and compelling, it is something to keep an open mind about.”
What else should you do?
“Tailor your media engagement with a well-thought-out plan,” Victoria said.
“And timing is critical. Know the good times to contact us. Know when we have our news meetings and our deadlines. There’s nothing more frustrating than getting a great story but not having the time to deal with it. “
The rise of fake news
We need to talk about Donald Trump’s favourite phrase – fake news.
It’s an increasingly used reaction to journalists and stories from people who do not like what the story covers.
“I was covering a Donald Trump visit back in 2018 and he was staying at the US Ambassador’s residence in Regents Park,” Victoria said.
“We were all camped outside waiting for the car to drive in or out, and an American guy on a bike went past shouting, “You’re all fake news”.
“But President Trump was there, and we were just waiting for his car. But it shows how we are tarnished with this fake news claim."
Mark added: “There was a post from ITV News journalist Jon Ray recently which is pertinent.
“He was saying he has been in the business for 25 years, and it has changed a lot. But some things remain the same today, and the values of journalism have endured – a good story, well told, with a regard for facts and a balance of opinion is important.
“There are more outlets now, but that means more opportunities for exposure and for people to find news they can trust.”
What about news avoidance?
This is another increasingly used phrase.
It describes people who feel overwhelmed by the news and are turning their backs on it.
This often seems to include people in the younger age categories.
So, how can we get Gen Z engaged in our stories?
Mark said: “It’s a challenge. And we spoke to someone before this masterclass from that age group, and she said it is positive stories that resonate.
“So, can we get more positive stories out there? Because there is this notion sometimes that all news is negative.
“But that’s not quite right. And we have to prove that with the TikTok generation.
“If you think about the big news programmes, they take you on a journey. It is the tough stuff at the top, with great case studies and storytelling, and you have lighter, more hopeful stories at the end.”
The figures show only half of 16-24-years-olds use TV for news, and nine out of 10 use online sources.
“It’s why news organisations are thinking about how to put more on their websites and social media feeds,” Mark said.
“Some organisations are adding streaming elements to their news, with succinct clips of stories told by younger journalists.
“So, their news may not be physically on the TV but is being told elsewhere.”
The power of podcasts?
This format is growing all the time.
And more of us are turning to them for news.
But this also seems to add some confusion around the new media landscape – podcasts are long, and the trend is for people to want short, sharp news updates.
“My 24-year-old son often listens to a 40-minute podcast by appointment, which debunks the myth that young people have no attention span,” Victoria said.
“And podcasts have come into their own. People are tailoring their lives around them. They will go for a 40-minute run or gym session to get a whole podcast in.
“President Trump and Kamala Harris both used podcasts to get their message across during the US election, and many celebrities are using them.”
Mark added: “Podcasts are gaining big audiences and loyal followings.
“And the opportunity there is to get more stories out. More stories with more depth and detail are what we want here.
“But you have to think about how you tell those stories in an engaging way. Things like delivery, style, adjusting your tone, and not speaking too quickly are all crucial.”
What are the key changes Mark has seen during his journalism career?
As the exclusive masterclass came towards the end, Mark shared some of the main changes he has seen during his 20-year journalism career.
“The changes I’ve seen during my career are the advances in technology and fewer resources,” he said.
“Years ago, you would go out with a camera operator and a sound specialist and have a producer on the phone with you regularly.
“Now, you are more on your own a lot of the time. You are being asked to film the story yourself.
“That means the journalist has more to think about beyond just covering the story.
“Time pressures are there, and deadlines are tight. Sometimes, when I’m at ITV News, a story breaks and you have to turn it around incredibly quickly.
“That involves thinking with some clarity and keeping things simple.
“So, if you can help a journalist out as a comms professional by saying ‘we can provide this spokesperson, we can provide a case study, we can give you a case study’, you are in a great position.”
Victoria added: “That’s a key point because once your spokesperson is on the list, they will be used over and over again. They are trusted, and journalists don’t have time to trawl for someone else if we need to turn a story around quickly.”
And Victoria offered what she described as her “one key piece of advice”.
“Provide visuals and send us pictures in your press release. Film something on your smartphone – it doesn’t have to be broadcast quality.
“It could just give us an idea and inspire us to film the story you want us to cover.
“I’ve been on stories where we have travelled miles to film something, and the press officer hasn’t thought about that side of it. There’s nothing for us to film.
“That’s a disaster all round and the professional relationship dies a death.”
Mark added: “It’s not just the pictures. It is the little things we love in television, like natural sound.
“If you watch a news report on TV tonight, you might notice the clinking of a glass, a machine whirring up or a politician in a hard hat with some drilling in the background.”
The session was summed up with our expert panel’s five priorities for communicators to navigate the new media landscape:
- Map your media influence beyond traditional titles - track the podcasters, YouTubers and niche influencers who matter to your audience.
- Invest in video and audio-first content.
- Train your spokespeople to work in new formats.
- Lead with hope, not just headlines – tap into positivity in your storytelling to help overcome news avoidance and fatigue. And positive stories resonate with younger audiences.
- Keep up with developments in AI, fake news and ethics.
During this exclusive Media Team Academy session, our experts also discussed the rise of data journalism and whether you should post your press releases on social media.
They also shared advice on getting coverage in areas where the local media has been decimated. And how you can monitor coverage on podcasts and YouTube.
But you need to be a Media Team Academy member to read that insight. Click here to learn more about our learning and development programme for comms and PR professionals.
Media First are media and communications training specialists with nearly 40 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
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