Latest News

Blog: How the media landscape is changing

9 April 2021    


The Collins Dictionary defines media as “the means of communication that reaches large numbers of people, such as television, newspapers, and radio”. But as the world changes, traditional media might no longer be our be-all and end-all.

The media is a complex beast in Australia, and it’s undergoing significant change. Combined with the long-term demise in newspaper classifieds, real estate listings, car sales and general advertising, the increasing use of free social media or low-cost ads, along with fewer print subscriptions, less cash is going towards mainstream media.

What does that mean for PR, and for businesses looking for media coverage?

Mainstream media is contracting, so there are fewer journalists working in TV, radio and print. Many regional and suburban outlets have closed. It’s becoming difficult to get stories into mainstream media – which means we’re working harder to make our clients’ stories as newsworthy as possible. Providing case studies, photos and videos to make the job easier for journalists is essential.

But it’s not all doom and gloom – there are more opportunities to have stories syndicated nationally, new regional media is looking for content, and journalists still appreciate strong, newsworthy story pitches, particularly if they’re under-resourced. We also need to consider emerging media – such as social media and other online news sites. If targeted strategically, opportunities to share our client stories abound.

In 2021 we can’t afford to fear change, when we can be chasing new opportunities instead.

Verity Edwards

Hughes | Consultant