 The latest 2025 Australian Media Landscape report reveals a critical snapshot of journalism at a pivotal moment. Based on a survey of 521 journalists, the research highlights the challenges and transformations facing journalists and, by extension, PR consultants.
The findings portray growing apprehension among journalists, who are grappling with intricate challenges, including the spread of misinformation, the potential impact of artificial intelligence, and increasing political polarisation. When asked to share their views on how they believe 'journalism' and 'the media' will be defined in the year ahead, their thoughts broadly reflect what the rest of us believe, I think. Political divisions have become a significant concern, with the influence of polarising figures like Trump (and Musk) and the role of social media in amplifying divisive narratives emerging as critical issues. One striking quote captures the sentiment perfectly: "[trust has] decreased. For goodness sakes, the media is why we got Trump." Journalists recognise the urgent need to "adapt to remain relevant, " but I am unsure whether media owners do, either. In this "Age of Oligarchs," I can't see much changing. Social media continues to be a double-edged sword. The surveyed journalists recognised it as a major force in news dissemination while also expressing significant concern about misinformation and audience fragmentation. As one respondent said: "Accuracy – even the slightest mistakes or ambiguities in reporting will be used to demonise the media as 'fake news'." The report (unsurprisingly) also confirmed technological disruption emerges as a predicted central theme for the next 12 months, with journalists split between excitement and caution about artificial intelligence. While some see AI as a tool for enhanced productivity, others worry about maintaining the human essence of storytelling. For organisations seeking to get their message out there or PRs implementing client comms strategies, the media's insights also provide a good barometer for the next 12 months. Despite less political focus on DEI lately, communication strategies must continue to demonstrate cultural awareness, sensitivity, and a commitment to balanced, constructive dialogue. This doesn't mean taking political sides, but it does mean understanding the broader societal conversations. The report's emphasis on accuracy is a critical warning. When missteps in accuracy can be weaponised as 'fake news' and destroy all credibility for your or your client's organisation, businesses must ensure rigorous fact-checking, source verification, and clear, transparent communication. This is especially true given that these checks and balances are no longer on platforms like Meta and X. Building robust internal communication review processes and investing in specialised communication expertise will help a great deal. For goodness sake, don't get AI to create a media release and send it unchecked. You can't beat specialised human comms expertise (internal, external agency or even fractional expertise if you don't have the budget for a full-time role.) Ultimately, the 2025 media landscape means we need to be more vigilant about the accuracy and humanity of corporate communications, PR and media relations. The winners will be organisations that combine technological savvy with genuine human insight and tell authentic stories that resonate across increasingly fragmented media ecosystems. Article first appeared on LinkedIn on 1 April Image credit: Pexels Madison Inouye
0 Comments
Leave a Reply. |