 I have always enjoyed reading The Medianet Australian Media Landscape Report, and this year's (published in mid-March) provides more interesting and eye-opening insights for communication professionals. The research, comprised of an anonymous survey of 521 journalists, reveals a media landscape teetering on the brink of a credibility crisis. The survey statistics are sobering. Sixty-three per cent of journalists report declining trust in media organisations, while 75% identify disinformation as the primary threat to public interest journalism. In a way, the results aren't surprising, as many people (on both sides of the political divide) scream bias and 'fake news' when it comes to MSM. However, it's interesting to see that journalists are also recognising the change in trust levels. One survey respondent commented: "Mainstream media is consistently spreading misinformation, and the public now have trust issues with all media. Social media has killed off responsible news gathering, fact-checking and advertising streams." Another doubled down, arguing that "Journalism has become a war between right or left-leaning organisations, with no clear, impartial reporting being undertaken." Yet another commented: "Legacy media has been infected by political bias, 'progressive' agendas, unethical practices and bad reporting. We're at a breaking point of polarisation where media isn't committing to its role of being objective and it's instead pushing people to political extremes." This presents a challenge and opportunity for PR professionals and their clients. Our role has evolved from mere message distributors to also becoming credibility architects. The fundamental question that should concern all PRs is: Without trust in public journalism, where is the value in achieving news coverage for clients? According to the research, journalists get their stories through multiple channels, with 88% relying on industry contacts and 83% using press releases. This means every communication is a potential trust-building or trust-destroying moment. However, the strategic imperative is clearer than ever. We (public relations professionals) need to prioritise factual accuracy over sensationalism, develop nuanced, context-rich narratives, provide verifiable background facts, challenge internal communication biases, and create content that transcends political polarisation wherever possible. I can't stress enough that trust in public journalism is critical for successful public (media) relations. The survey reveals a multi-platform journalism landscape: 65% of respondents work in digital journalism, 50% in print, 20% in radio, 16% in TV, and 12% in podcasting. This diversity demands a sophisticated, adaptable communication approach. Social media platforms are particularly volatile. Facebook remains the most used professional platform, while X saw a dramatic usage drop from 58% in 2023 to 48% in 2024. Anyone can see how the combination of predominantly conservative fervour, trolling and aggression, and removal of fact-checkers might result in a mass exodus. For PR professionals, this means one less reliable channel to target journalists or the public and disseminate critical information, further constraining already limited media engagement opportunities. Despite a strong launch, Threads doesn't seem to enjoy the same following Twitter once did (before it became X). Although, I am willing to be corrected if others think differently. As a side note, I have noticed that LinkedIn is increasingly seen as an accurate and reliable news platform and is actively courting journalists to share on it. It is building a reputation of trust and reliability. Bravo! Press release strategies require particular attention. According to the survey, the top reasons journalists ignore releases are lack of news value, irrelevance, and unknown sources. Every communication must be meticulously targeted, demonstrably newsworthy, and from a credible, transparent source. The media landscape is changing. It's being dramatically reshaped by technological disruption, political polarisation, and shifting audience expectations. PR professionals who understand these dynamics can become crucial bridges between organisations getting their message out, and an increasingly sceptical public. As the media landscape becomes one of fragmented narratives and diminishing trust, genuine, transparent communication is critical. Our most powerful tool remains authenticity. This article first appeared on LinkedIn. Sign up for my soon-to-be-launched (no date yet) newsletter at https://www.hamanncommunication.com/contact.html Photo by cottonbro studio: https://www.pexels.com/photo/a-hand-correcting-some-words-on-the-document-7596913/
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