A PR's perspective on the current news media dynamic

The state of our media, in particular our broadcast media, remains front and centre of the news agenda. Media coverage has naturally given a quite singular view on this, evoking sympathy and cynicism in equal measure from, well, sympathisers and cynics. It?undoubtedly suggests a significant shift in the landscape, but is it really the threat to democracy it’s been portrayed as?

I think it's fair to say you can have enormous empathy for those impacted by the sudden announcements at both Newshub and TVNZ and still consider other perspectives.?

The way we consume news and information is changing rapidly within a rapidly changing world. Whereas we used to rely on the same friendly faces to deliver our news, good or bad, originally at a prescribed time and then at our on-demand discretion, our viewing habits are no longer attuned to this linear approach. By the time we’re watching a news report, we’ve more likely than not already digested it from several different angles, ironically often from the social feed of the journalist or channel we’re watching.

The need for quality, independent journalism – which plays a vitally important role in a democratic society – has not diminished. Rather the channels through which consumers want to receive this information have changed, meaning our media have needed to adapt accordingly.

We’ve seen significant changes over the last few years, as traditional print media publications have evolved to become multimedia content providers, and content paywalls have become commonplace. As such, in New Zealand we don’t lack for plurality. But players within the sector undoubtedly remain under significant pressure as they compete for immediacy, relevance and attention.

The well-documented link between media and democracy naturally pulls in the government of the day as a key stakeholder – particularly so here, given its ownership of TVNZ. In the UK there has been well-publicised tension between well-known BBC presenters and members of the Conservative Government. So it’s perhaps unsurprising that following a sometimes tetchy election campaign last year, members of our own Government are not visibly falling over themselves to promote solutions. Nevertheless, there is now significant responsibility on the shoulders of Melissa Lee as a first-time Cabinet Minister to step up to the challenge.

So what does this mean for PR, and for the work we do for you, our clients??

There’s been lots of debate within the office here about the pace and nature of change within the media, and what this means for the way we work. Fundamentally, the core tenets of effective PR will remain unchanged, but the channels we use and the way we use them will continue to evolve. Principally we expect brands and companies to continue to focus on their owned media as a core channel for authentic, increasingly dynamic communication.

One final quick thought on this. It’s often the most simple organisms that survive an apocalypse – and within this context, radio could be the big winner. Cheaper to produce than television, with content that’s readily transferable to podcast or online news, there’s a strong argument that radio will endure as a trusted source for news and home for content.

Gez Johns