✅ Evolving news consumption in the UK and what it means for media relations
Corporate communications, public relations, media and management insight
The changing nature of news consumption has been evident over the past 20 years, but that does not make the Ofcom News consumption in the UK: 2024 report any less challenging for media relations practitioners.
We knew the shift from traditional print and television news sources to digital was well underway, but digital has now become the dominant source of news consumption for the first time.
News media is an important means of engagement for public relations practice because it is consumed by 96% of UK adults. It is a fundamental part of any media relations strategy.
The Ofcom News consumption in the UK: 2024 report informs how organisations need to adapt their approach to media relations if they haven’t already.
Organisations need to adapt if they haven’t already. Whether through video, mobile, or traditional outlets, your media relations strategy should evolve to reflect the habits of the audience you’re trying to engage.
1. Use data to inform media relations planning
Older audiences still rely heavily on television but are beginning to adopt online sources. Your strategy should reflect these generational differences and ensure you reach each demographic where they consume news.
2. Leverage traditional media
Trusted outlets, notably BBC News, continue to hold influence with older audiences and retain their reputation for trust and accuracy. Build and maintain strong relationships with these outlets to ensure credibility.
3. Embrace social media
Younger audiences are turning to platforms such as TikTok, Instagram and YouTube for their news. Create engaging, mobile-friendly video content tailored to these platforms, but be mindful of the trust gap and be prepared to manage misinformation.
4. Lead with earned media for public information or crisis
Earned media and in particular BBC News is the most trusted source of news. It should be used alongside an organisation’s owned media to establish a single source of truth in a crisis and to disseminate public information.
5. Optimise for search
Search engines and aggregators are growing in importance as trusted news sources. Ensure your content is discoverable and optimised for these platforms to capture audiences looking for accurate, high-quality information.
6. Combat misinformation
Be proactive in addressing misinformation, especially on social media. Clear communication and quick action are key to managing your brand’s reputation in an era where fake news can spread rapidly.
There’s further analysis on our blog.
Have an excellent week. We’re heading to Pune, India for PRAXIS 2024.
Research and policy
🏥 NHS CRISIS: Prime Minister Sir Keir Starmer has pledged major reforms to the NHS following Lord Ara Darzi's damning report, which reported that the service is in a critical condition. The government plans a 10-year overhaul to address long waiting times, outdated technology, and insufficient community care, aiming for the "biggest reimagining of the NHS since its birth." Source: HM Government.
🌍 CLIMATE POLICIES: A research study identified 63 climate change policy interventions from 1,500 between 1998 and 2022 across 41 countries and six continents with a total emission reduction of between 0.6 billion and 1.8 billion metric tonnes CO2. Most were less successful or had limited impact, highlighting the need for careful policy design and evaluation. Source: Science.
Industry
🤔PUBLIC RELATIONS PARADOX: The CIPR State of the Profession survey reveals a contradiction in public relations: practitioners believe their value is increasingly recognised, yet face falling salaries and longer hours. The average wage dropped more than £3,000 in two years, while 37% report increased working hours, suggesting a misalignment between perceived value and actual compensation. Source: Wadds Inc.
🎓 FUNDRAISING DRIVE: Socially Mobile has launched a "25 for 2025" fundraising campaign to ensure sustainability for the next 18-24 months. The initiative seeks industry leaders to sponsor places or enrol team members in their 10-week online course for £750 per person, aiming to continue diversifying public relations management and leadership. Source: Socially Mobile.
Management
⬆️ CCO ELEVATION: More corporate communication teams are now reporting directly to CEOs, with 56% doing so in 2024 compared to 22% in 2023. This shift indicates that communications is becoming a strategic business partner, with CCOs advising on a broader range of issues and taking on expanded responsibilities. Source: Axios.
🚀 COMMS DIGITAL TRANSFORMATION: We’re planning a dinner in London to discuss the findings from our latest report for NewsWhip. It’s based on interviews with comms leaders and explores how technology supports management planning and decision-making in corporate communications and insights functions. If you lead a communications function and would be interested in attending, please email me. Contact: Stephen Waddington.
Artificial intelligence
🧠 AI EVOLUTION: o1-preview are a new series of OpenAI AI models designed for enhanced reasoning capabilities in complex tasks such as science, coding and maths. The models, available in ChatGPT, demonstrate improved performance in challenging benchmarks and incorporate advanced safety features. Source: OpenAI.
🤖AI DEBATE: Meta plans to train AI on Facebook data in Brazil and UK, but not in the EU due to GDPR restrictions. Mark Zuckerberg argues that Europe should embrace open-source AI to foster innovation, highlighting the tension between data privacy and AI development in different regions. Source: Facebook.
Thank you to Andy Barr, Julian Christopher, Rachel Foster, Michael Greer, Mags L Halliday, Alan Morrison, Mandy Pearse, Sarah Waddington CBE, and everyone who shares and debates the stories in the newsletter via our Facebook community. Catherine Frankpitt started a virtual pet show this week that is already the most popular thread of 2024. You’re welcome to join us.