Telling the right stories in a changing media landscape

Telling the right stories in a changing media landscape

How do organisations and individuals communicate with neighbours, stakeholders and the wider public in a media environment that is fast-changing and, in many cases, fracturing?

Two decades ago, and more it was relatively simple. Traditional news brands, from parish magazines to national broadcasters, offered the primary route to an audience, either through editorial or advertising.

Organisations and their communications specialists had to persuade the gatekeepers – the reporters, news editors and editors - that their story was worth publishing and hope it was used with minimum interference. If that didn’t work, they had to pay for advertising.

Relationships mattered and trust had to be earned. But there was an appetite for news and information – local, national and international – and the media outlets - print and broadcast - to deliver it to audiences.

The internet, social media and the rise of the mobile phone as the prime means of delivering information, has upended the status quo.

A recent report, The Future of News, found the economics of mass market journalism are worsening, trust is low, and a growing number of people actively avoid mainstream reporting, citing too much “bad news”.

The report, from the House of Lords Communications and Digital Committee, concluded that news enthusiasts, happy to pay subscriptions for a service, will remain well served. But it found a growing proportion of society will have limited engagement with professionally produced news, and the gap is widening.

Does this matter for those with stories to tell, when access to self-published news and information has never been better? The answer, surely, must be ‘yes.’

It is true that many businesses, including developers and rural estates, have taken advantage of the internet to directly reach audiences with their stories, professionally produced by communications specialists and delivered via bespoke websites.

It’s a model that works for many, gives complete control over content and, over time, can attract a growing audience, through compelling posts on social media channels that direct readers to the website.

But there are many advantages with also getting stories and pictures into local, regional, sector and national publications and winning coverage from local and national broadcasters. The audiences will generally be larger and more diverse, while coverage by an independent outlet suggests third party endorsement rather than simple self-promotion.

The financial pressures on traditional media brands, reported in The Future of News, mean there are fewer professional journalists available to attend events, write articles and take pictures.

Professional communications agencies, with a good understanding of what newspapers, websites and broadcasters require, can use this to the advantage of the client, providing journalists with ready-to-publish articles and pictures that will often be gratefully received by hard-pressed news editors with few staff and space to fill.

Trust – and a commitment to accuracy and quality – still matter. Relationships built up between media professionals and their colleagues in PR make a difference. Out-and-out advertising, disguised as editorial, won’t get past the gatekeepers who still control what is published and, as judgements about what constitutes “news” changes, communications experts must be nimble about what stories they present and how they present them.

Businesses and organisations with stories to tell need a professionally devised strategy, to identify key messages and choose the right material for the right channel.

On every channel, however, accuracy is essential. Chancellor Rachel Reeves’ recent experience - caught out being economical with the truth on her LinkedIn profile and forced to update her online CV - demonstrates the point.

Ms Reeves had claimed she was an economist at HBOS when her role was actually in customer support and had told a magazine she worked at the Bank of England ‘for a decade’ when she was only there for six years – including a year away studying at the London School of Economics.

While many might be disengaged from the news and at risk of being misled by largely unregulated social media posts, opportunities to research claims made by individuals and organisations and, if they are found wanting to call them out, have seldom been greater.

Truth and transparency are the best way to guard against that happening. And as news becomes a two-way conversation with instant online responses to stories, knowing when to engage – and when to leave well alone – is also essential.

For many decades the media landscape remained largely unchanged. Professional journalists, from highbrow to highly popular, kept the nation’s citizens informed. The last 20 years have seen unprecedented disruption to the sector.

The principles, however, remain constant. Reputations are built through the way organisations behave – but communicating the message in a compelling way, through the right channels, is the best way to cement a good reputation or repair a damaged one. If businesses don’t own their own narrative, someone else will.

The medium may be changing but the message must be consistent. Get that right, and whatever developments are coming for the media, those who need to communicate can continue to tell their stories with confidence.

Read a summary of the report The Future of News, here: Fracturing news environment risks a “grim” future for UK - Committees - UK Parliament or follow the links to download the complete document.