Hanna Garrett, PR and Marketing Manager:

In the media and digital landscapes, everything is changing. Now, younger audiences rely more on social media platforms like Instagram, TikTok and YouTube than on traditional outlets such as newspapers and radio to consume their news. In fact, four of the top 10 individual news sources are now social media platforms. 

While legacy media still has a place in relevant public relations strategies, this shift brings an opportunity for companies that are willing to think beyond a traditional press release.

How do people stay informed of the news now?

Just last year, social media overtook TV as the UK’s most popular news source for the first time, reflecting a generational shift in news consumption habits. Meanwhile, the line between fact-checked news and influencer content creation continues to blur as people move away from established media, such as the BBC, towards individuals like Joe Rogan to stay informed and entertained in equal measure. Now, 55 per cent of 16 – 24 year olds get online news from influencers on a daily basis so it is clear that the traditional earned media model is no longer enough. 

That’s why Reach Plc, the UK’s largest commercial, national and regional news publisher, has been investing heavily in its digital-first approach, while the Daily Mail has a dedicated team of 35 people producing up to 60 snaps every day for Snapchat.

So, what should brands do?

Creating and developing content for different channels isn’t new. Yet, it is more important than ever as news outlets continue to evolve their digital-first approach to ensure your next news package has ready to use multimedia content alongside traditional written pieces. When planning a new public relations campaign, brands should:

1. Identify who is connected to their target audience: influencers have a direct connection with their audiences and can help brands increase reach and visibility. Working with influencers can also generate additional media opportunities, providing a news hook that wouldn’t be available without their involvement. Think the Hardest Geezer and his run across New Zealand, a campaign with Tourism New Zealand, which drove brand awareness across multiple channels: social media, digital media and print media. 
2. Tailor content to each platform: journalists are expected to create content across multiple platforms so creating content that works for multiple channels means a campaign will have its widest possible reach. Video interviews create a stronger emotional connection with an audience while video explainers can position a brand or individual as a credible expert in their field. Even simple animations can provide useful visual aids and bring data to life. 
3. Utilise their spokespeople: A relatable, subject expert who can speak for both 30 seconds and 30 minutes is a valuable asset. Use them to disseminate messaging across a multitude of platforms. Think interviews with broadcast and podcast hosts, YouTube videos and Reels for Meta platforms. And, remember, media training is not just for high-profile spokespeople, it helps everybody to communicate clearly and effectively, navigate challenging questions and build their confidence. 

While a public relations strategy shouldn’t change with every new trend that appears, adopting a multimedia, multi-channel approach to public relations will grab more than a headline – it will garner attention, no matter where your audience is.