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October 28, 2024

What Can We Learn About the State of News Audiences in ANZ?

This week, we had the privilege of touring Australia, engaging with media thought leaders in Sydney and Canberra to explore the rapidly shifting media landscape across the region. The conversations centred on evolving patterns in news consumption, the rise of alternative news sources on social platforms, and a marked shift in public trust toward independent journalism. As we discussed these developments, the implications for public relations, communications, and the broader media industry in Australia and New Zealand came into focus, thanks to contributions from notable speakers, including Michelle Ainsworth PSM, Edward O’Daly, Anna Draffin, Shane Allison, and Dr. Lisa Portolan.

News Consumption & Digital Evolution

Digital platforms like TikTok are reshaping how news is delivered and received, especially by younger audiences. Yet reaching audiences effectively demands more than just digital access—authenticity and accessibility are vital.

  • Digital-first engagement: News needs to be on platforms where younger audiences are active.
  • Authenticity is key: Audiences seek credible, transparent sources amid a landscape often riddled with misinformation.
  • The shift to short-form video: Explainable, bite-sized content is crucial for engaging users quickly and effectively.

Independent Journalism on Social Media

Platforms like TikTok and YouTube have given rise to independent journalism, with journalists and content creators leveraging their influence to reach new demographics with tailored, relatable content. For a more in-depth analysis see our report.

  • Rise of niche storytelling: Short, compelling explainers help distil complex issues.
  • Independents vs. traditional outlets: Independent content creators often provide fresh perspectives that traditional media may overlook.
  • Youth-driven news: Independent creators can engage younger audiences effectively by prioritising issues that resonate personally and socially.

Trust in Traditional Media

Trust in legacy news outlets is shifting, with audiences questioning the credibility and motivations of traditional sources. Independent journalists, on the other hand, often resonate due to their perceived authenticity and focus on specific stories.

  • Trust concerns: Audiences sometimes view traditional media with scepticism.
  • The ABC’s mission: Amid evolving media dynamics, outlets like the ABC emphasise transparency and accountability to counter misinformation.
  • Deepfakes and misinformation: Addressing these challenges requires fact-checking and investing in verification efforts.

Misinformation & Fact-Checking

With the rise of misinformation and the challenges posed by AI and deep fakes, reliable fact-checking and transparent communication are more crucial than ever.

  • Transparency on social media: Platforms need to ensure more transparency in their algorithms and fact-checking processes.
  • Challenges in verification: Even experts struggle with the complexity of identifying deep fakes.
  • Role of mainstream media: Investing in fact-checking resources distinguishes credible outlets from those that may prioritise virality over accuracy.

The Future of Journalism in ANZ

Discussions also underscored how journalism must evolve to remain relevant and trusted in ANZ, particularly with the advent of more independent voices.

  • Evolving storytelling: Journalists are increasingly becoming advocates for accuracy and integrity.
  • Media’s role in education: Public sector media plays a critical role in supporting informed citizenry through accessible, accurate news.
  • A collaborative approach: More partnerships across media, academia, and tech are essential to meet the evolving demands of audiences.

In the face of these rapid shifts, the journalism community in Australia and New Zealand is adapting to preserve its value and relevance in today’s ever-changing media landscape.

Our events in Sydney and Canberra underscored the evolving state of journalism in ANZ. Traditional media is adapting to digital-first audiences, while independent journalism rises in importance, especially among younger, more sceptical readers. As social platforms become news sources, maintaining trust, transparency, and quality is essential in combating misinformation.

The future of news in ANZ lies in balancing reach, relevance, and responsibility—leveraging new formats while fostering public trust. We extend our gratitude to our speakers and attendees for enriching these discussions, and we look forward to seeing how the industry continues to thrive and adapt in a digital era.

Interested in learning more? Email us at info@isentia.com

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The fundamentals of stakeholder strategy

A practical guide to tailored stakeholder management, offering strategies and tools to identify, map, and nurture relationships.

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Across the communications landscape, teams are being asked to do more with less, while staying aligned, responsive and compliant in the face of complex and often shifting stakeholder demands. In that environment, how we track, report and manage our relationships really matters.

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SRM vs CRM: which is right for PR & Comms teams?

Across the communications landscape, teams are being asked to do more with less, while staying aligned, responsive and compliant in the face of complex and often shifting stakeholder demands. In that environment, how we track, report and manage our relationships really matters. In too many organisations, relationship management is still built around tools designed for […]

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