Greentarget

Lisa Seidenberg

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Staff reductions. Eroding trust. Economic headwinds. These are the headlines dominating discussions about journalism today. They paint a picture of an industry in decline — a narrative many have accepted without question. 

But this doom-and-gloom perspective misses half the story. While challenges exist, journalism remains a robust and credible communications vehicle, particularly among the stakeholders professional services firms seek to influence. 

The media landscape isn’t dying. But it is transforming. And creating new opportunities for professional services firms ready to stake their positions of authority. Following are the key trends driving the news industry’s evolution — and how you can leverage them to enhance your firm’s position of authority. 

Journalism’s Reality is More Nuanced Than Headlines Suggest

The Poynter Institute’s 2024 report on trends in the journalism and news industry offers a refreshing counterpoint to the prevailing narrative of journalistic extinction. It reveals a landscape in which innovation drives new opportunities. From small, digital-first startups to AI-driven workflows and alternative content distribution platforms, the report suggests the future of journalism may be more dynamic and diverse than what many suggest.

Hundreds of news or niche information sites have launched in recent years. Many are independent, while others represent new offerings from existing companies. At the same time, an influx of independent content creators (fueled by self-publishing platforms like Substack) is democratizing the news by telling important stories that were once the sole domain of journalists. 

Success stories attesting to the vitality of the news industry abound but rarely make headlines:

  • When the recently established Baltimore Banner newspaper celebrated its two-year anniversary this spring, it was flourishing — meeting its subscription goals, growing its newsroom to 80 journalists, and announcing plans to increase investment in education coverage. 
  • Over the past three years, small nonprofit newsrooms like the Invisible Institute, Mississippi Today, and the Better Government Association have won Pulitzer Prizes for local news coverage.
  • Public radio and TV stations in 74 local markets successfully expanded their digital audiences beyond traditional broadcasting, with the Corporation for Public Broadcasting now extending this initiative to 225 markets.

These examples underscore a critical truth. Audiences’ appetite for trustworthy news and information remains strong. But capturing that audience requires high-quality, fact-based reporting delivered through innovative formats. The news organizations succeeding today have widened their perspective on how to serve audiences beyond traditional content approaches.

From a PR perspective, the Poynter findings reveal abundant opportunities in both traditional and emerging media channels. These insights allow strategic communicators to connect professional services firms with key stakeholders through earned media placements that transform expert commentary into tangible business development opportunities.

The Trump Effect

As traditional outlets face reduced access to White House briefings and other governmental sources, they seek authoritative voices to analyze and contextualize fast-moving executive orders, policy changes, and other developments.

This dynamic creates openings for professional services firms to position their experts (especially those with legal and regulatory expertise) as valuable resources who can fill the gap for journalists. 

Simultaneously, the current administration has broadened press credential access to include influencers and podcasters, signaling a shift beyond traditional media. In this context, your firm can gain new opportunities to share your expertise and reach target audiences through emerging platforms.

In a dynamic media landscape made more tumultuous by the current administration, professional services firms stand to add meaningful perspectives to daily news conversations that shape industry understanding.

Niche Media’s Rise: Precision Targeting for Earned Media

While many major news outlets continue to struggle with business model challenges, niche publications focused on specific industries or executive audiences are thriving. This trend toward specialization is especially intriguing for professional services firms, who have the opportunity to capture precision-targeted earned media opportunities.

Industry Dive exemplifies this success, launching eight new industry publications in 2023 alone. Their focused approach earned them recognition on Fast Company‘s list of the world’s most innovative companies of 2024.

Similarly, publishers are developing new content channels that specifically target C-suite executives. Consider Semafor’s invitation-only newsletter, The CEO Signal, which is exclusively available to leaders of companies with more than $500 million in annual revenue.

This trend aligns perfectly with findings from Greentarget’s 2025 State of Digital & Content Marketing research. Our annual survey revealed that 88% of legal and C-suite decision makers value traditional media — the highest score in seven years. Executives continue to rely on editorially vetted content from trusted sources for business intelligence.

The growing list of niche outlets provides professional services firms unprecedented opportunities to reach specific stakeholders with tailored perspectives, allowing you to establish authority with the exact audiences you seek to influence.

Navigating Visibility and Referral Challenges

The way audiences discover information is fundamentally changing — and it’s posing new obstacles for media outlets. 

This is primarily due to two factors. First, AI-generated answers are crowding out organic search results and heralding a new era of zero-click search. 

Second, social media platforms are focusing more heavily on video and other proprietary formats in an effort to keep users on-platform, meaning they are deprioritizing the external links that drive audiences to external media outlets. As a result, according to Reuters Institute’s research, traffic referrals from social platforms have plummeted. Over the past two years, traffic from Facebook to news and media properties has declined by two-thirds (67%), while traffic from X is down by half (50%).

Media outlets are responding to these twin challenges by forming new partnerships with AI companies to protect their visibility. For instance, OpenAI has entered a licensing arrangement with News Corp — which owns The Wall Street Journal, the New York Post, The Times, and The Sun — reportedly worth around $250m over five years. Reuters, the AP, Financial Times, and Le Monde have also agreed to significant deals. 

In order to continue reaching their key audiences, professional services firms must adapt their own content strategies in light of these trends. The key concept is COPE — Create Once, Publish Everywhere:

  1. Maximize owned content with in-depth thought leadership that showcases true authority
  2. Leverage this content to secure earned media opportunities with journalists
  3. Broadcast and share on social channels, especially LinkedIn
  4. Use paid amplification for top-performing content 

This approach ensures content reaches decision-makers regardless of how AI reshapes search and social media shapes referrals, allowing firms to build direct relationships with their audience while maintaining visibility in trusted publications.

The Path Forward

The truth about journalism in 2025 defies simple characterization. While structural challenges persist, opportunities abound for those willing to engage strategically with a transformed media landscape.

Professional services firms that understand these dynamics can position their experts as true authorities and find a ready audience with journalists, content creators, and the professionals they seek to influence. 

The media remains a vital channel for professional services expertise — not in spite of current challenges, but because those challenges are reshaping journalism into something more nimble, targeted, and audience-focused than ever before.

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It’s been a difficult year for journalism. Over the last 12 months, we’ve watched as some of the biggest newsrooms of the digital age have shut down or teetered on the edge of failure. Layoffs are happening at a dizzying pace at marquee publications including The Washington Post, Time, Sports Illustrated, the Los Angeles Times and The Wall Street Journal. More than 500 journalists were laid off in January alone, adding to an already record-breaking streak in 2023.

Yet journalists do not shy away from adversity. They cover global catastrophes, dropping into war zones and braving dangerous environments to bring us the news we need to make informed decisions. So while they’re probably less used to being the story, they know how to face a tough situation with grit, creativity and resilience. And as Greentarget’s own research reveals, the next generation of journalists is positive about the future of the fourth estate.

To learn more about what that future may look like, we recently spoke to Hanaa Tameez, a staff writer for the Nieman Journalism Lab at Harvard University who covers innovation in news media.

Over the last four years, Tameez has followed and reported on new business models, audience engagement strategies, the financial stability of traditional media outlets, and anything that challenges the status quo—including artificial intelligence (AI). Perhaps surprisingly, Tameez is also “generally and genuinely optimistic about the state of the news industry.” Here are three positive takeaways from our conversation.

#1: AI doesn’t spell the death of journalism

In a year when five Pulitzer Prize finalists disclosed using AI in the process of researching, reporting, or telling their submissions, we were keen to get Tameez’s take on how AI may impact journalism in the future.

While she said that “AI can be a threat, especially if it’s in the wrong hands and used for generating mis/disinformation,” Tameez also pointed out that (as some journalists have already discovered), “it also has many capabilities that can advance journalism if used correctly.”

As many commentators and journalists have said, we can’t operate from a position of fear when it comes to AI. Tameez reminded us that, in fact, we’ve been using AI technologies like Google Translate, audio transcription services, Siri, and Alexa for many years—a fact underscored by our own research.

Generative AI platforms are the next iteration of these tools, and they can make our lives and our work easier. However, Tameez cautioned that when it comes to the use of AI, “if you can do it ethically and offer more transparency in journalism, this is always better.”

#2: Niche publications are on the rise

As the news industry continues to fragment and segment, Tameez believes we will see “an increase in publications that cover niche issues” as consumers look to subscribe to outlets that offer in-depth reporting on their interests, such as parenting magazines or sports sites.

Industry and trade publications that target business-to-business (B2B) readers may see a similar boost. Jacob Donnelly, founder of A Media Operator, a publication that focuses on building digital media companies, is “pretty confident about the financial health of the B2B media space right now,” he said on a recent American Society of Business Publication Editors webinar. According to Donnelly, “publishers are starting to realize that smaller, more engaged audiences are where their livelihoods will last.”

Not only are trade publications and niche outlets faring better under the ad revenue model—not entirely surprising, considering their target audiences—they’re also still securing reader subscriptions. The combination helps drive revenue on two fronts.

Semafor’s Max Tani also wrote about the pivot to niche as publications focus on building stronger bonds with their readers:

“You see that everywhere now. The collapse of mass brands like BuzzFeed and Vice, the rise of a generation of much more narrowly focused ones, including this one, and a scramble to rescue beloved outlets like Pitchfork by returning them to a smaller, dedicated audience.”

#3: College journalism is filling local reporting gaps

As local news outlets struggle to stay afloat, an unexpected group is helping to keep local journalism alive: students.

The Christian Science Monitor recently covered how universities are stepping in to fill the gap as local news deserts grow. For example, the college newspaper The Daily Iowan recently purchased two struggling weekly publications. While that move was a first, other universities are stepping up to fill America’s news void in different ways, with initiatives ranging from student-staffed statehouse bureaus to newspapers run by journalism schools.

Tameez told us she has always been “a big proponent of student journalism” because that’s “where journalists learn to work.” She was the editor of her college paper, an experience that taught her how to be a journalist. While her team broke stories that made local news and national stories years later, “they weren’t given the platform in the same way student journalists have a platform now. Because of the challenges in local news, college journalism is filling the gaps.”

That’s not to say that journalism and journalists aren’t struggling—they are.

Despite Tameez’s overall optimism, she said that it’s been challenging to watch “real-life journalism getting lost” in layoffs. And while new news outlets are starting up, the rate at which other media outlets are crumbling is accelerating much faster. “It will take time to build a sustainable organization that can engage people in ways they deserve,” she said.

As news organizations adapt to these new challenges and opportunities, Greentarget will carefully monitor and report on the resulting data and trends. The principles of journalism drive smarter conversations, and true authorities have a responsibility to participate skillfully in the ongoing discussion. Quite simply, we all need the services journalists provide.

From our standpoint, Greentarget will strive to continue being empathetic to reporters in an era of smaller staff and a 24-hour news cycle. We know journalists need authorities with perspectives that serve the rapidly evolving needs of their audiences. We will continue to deliver. 

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Journalists have long seen themselves as members of the fourth estate—watchdogs whose work informs the public, shines a light on injustice and holds power to account. But in recent years, Americans’ trust in the media has plummeted amid deepening political polarization and the rampant spread of misinformation and disinformation online.  

That’s why in 2020 and 2021, Greentarget conducted research to understand the toll that so-called “fake news” is taking on seasoned journalists—and offer guidance for how PR professionals and business leaders can help stem the tide.  

Since then, the challenges facing journalism have only deepened, from widespread media layoffs to technological shifts like the explosive growth of generative artificial intelligence (AI) that could automate some reporting and writing tasks—and potentially further undermine journalism jobs. Those developments prompted a different approach to our ongoing research.  

For our latest iteration, we surveyed young reporters and journalism students to understand the following: 

  • Why they’re committed to pursuing the profession 
  • Their outlook on the future of journalism 
  • Their perspectives on AI, social media and fake news 

We’ll publish the full report in the coming weeks. In the meantime, here’s a glimpse at why up-and-coming journalists are optimistically jumping into the arena, and how they view factors that are changing the industry in real time. 

1. To Provide Credible, Fact-Based Information 

Nearly all the up-and-coming journalists we surveyed believe traditional media should be impartial. And a majority said a key reason they’re entering the field is to provide accurate information that the public can rely on to make informed decisions—reflecting respondents’ faith in the role of the press as an arbiter of truth and accountability.  

So where does their credible information come from? Respondents said they research and/or vet stories using tried-and-true techniques from the reporter’s toolbox, including: 

  • Doing first-hand field reporting 
  • Reviewing top-tier publications 
  • Reaching out to academics, experts, and/or think tanks 
  • Looking at information from government agencies/organizations 

Respondents had a complex relationship with social media, which they used to generate story ideas and/or vet information—but to a lesser degree than the above methods. That may be due to next-gen journalists’ view that social media is a key spreader of false or misleading information. However, they also see social media as valuable for distribution and measurement.  

AI-enabled tools from ChatGPT to Google Translate are also gaining ground for some tasks, including data analysis, research, writing and editing. But some respondents expressed concern about how AI could impact the industry in the future, citing the potential for inaccuracy and/or misinformation, as well as fears that technology could replace some human journalists.   

Whatever the tools, they reported taking several steps to verify that the information they publish is trustworthy, including: 

  • Contacting the source directly 
  • Securing multiple sources 
  • Searching for corroborating sources 
  • Using fact-checking sites (e.g., PolitiFact) to avoid spreading false information 

2. To Shine a Light on Injustice and Social Issues 

Gen Z (those born between the late 90s and early 2000s) may be the most progressive, technologically savvy, and socially-minded generation yet, and share many values that Millennials also prioritize. It’s no wonder, then, that this generation views a career in journalism as a way to tell the truth about what’s happening in the world around them and, in some cases, advance the social change they want to see. 

Many of the reasons respondents cited for deciding to pursue journalism reflect those concerns, including: 

  • To expose injustice 
  • To make a difference in the world 
  • To hold governments and institutions accountable 

Next-gen journalists also said that diversity, equity and inclusion (DEI) is a significant concern, both in newsrooms and in terms of coverage. Many respondents believe that diversity in the profession across racial, gender, and economic categories is foundational for good reporting, and note that lack of representation could lead to narrow coverage, “social imbalance” on topics in the news—and the loss of public trust. 

3. To Combat the Spread of Fake News 

Students and NextGen journalists aren’t naive about the challenges they’ll face as a result of misinformation (information that is false) and disinformation (information that is intentionally fabricated). In fact, many respondents expected the problem to worsen, with social media cited as a leading factor.  

But they also don’t hold a purely doom-and-gloom view. Rather, they’re passionate about the opportunity to combat misinformation and disinformation in their sphere of influence. In fact, nearly half of our survey respondents said fighting fake news is one reason they want to be journalists. 

As digital natives, Gen Z could be uniquely qualified to take up this battle cry. A marked rise in media literacy education means members of this generation may be more likely to know how to ask critical questions about the media they consume, spot misleading or false claims, and avoid manipulation.   

Despite Challenges, Gen Z Looks at the Future of Journalism With Optimism 

In our last Fake News Report, only 14% of journalists said they believed their own efforts had an impact on the fight against misinformation and disinformation. According to our survey, Gen Z holds a more upbeat view, responding that their outlook for the next decade is at least somewhat positive.   

At Greentarget, we’re optimistic about the future as well. And in large part because of what we’re learning from the next generation of journalists, we continue to believe that traditional media will play a crucial role in inspiring and leading smarter conversations.  

We’ll delve more deeply into the reasons for that optimism when we release our full report later this year. 

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As we enter another election cycle, there’s no doubt that politicians will continue to weaponize issues like climate change, reproductive rights, and the recent economic downturn to curry favor with their constituents. Many will accuse their opponents of spreading ‘fake news’ — all while contributing to the proliferation of misinformation and disinformation themselves. 

Compounding this issue is the diminishing trust in news outlets. Our own research shows that credible journalists feel alone in combating fake news as less reputable media outlets seem bound and determined to make the problem worse. 

Edelman puts it this way: “We find a world ensnared in a vicious cycle of distrust, fueled by a growing lack of faith in media and government. Through disinformation and division, these two institutions are feeding the cycle and exploiting it for commercial and political gain.”

In a time rife with polarization and confusion, the world needs true authority more than ever. And as a communications director, you have the opportunity to position your firm’s experts to respond.”

Leverage the Trust Your Audience Places in Your Firm

There’s a growing number of people functioning as “news activists” — individuals who are passionate about the truth and who are willing to debunk disinformation when they see it. But there’s only so much progress news activists can make on a person-by-person basis. They need help from leaders with large communications platforms to dispel misinformation more widely. 

That’s where your firm’s authorities come in. 

Authorities are the players who are best-positioned to suit up and participate on this high-stakes field of engagement. Why? Audiences are more likely to trust your firm than they are to trust politicians, the media, and even nonprofit organizations. In fact, the 2022 Edelman Trust Barometer once again confirmed that business is the most trusted institution in society. 

Of the more than 36,000 respondents surveyed:

  • Only 50% reported they trust the media
  • 52% expressed faith in government 
  • 61% stated they trust business  
  • 77% said they trust their own employer

By leveraging the trust your internal and external audiences place in your firm’s authorities, you can help cut through the noise of false information and provide a powerful counterpoint to deceptive narratives. 

Formulate Unique Positions of Authority on Timely Topics

Your firm’s authorities aren’t responsible for arguing against every bit of fake news they encounter. However, they should be prepared to address the topics and social issues that matter to your firm’s clients, employees, and other stakeholders. 

Ask your experts to think about the unique insight they can offer on topics that are most likely to be weaponized by those perpetuating disinformation. 

For example:

  • An accounting firm might develop a point of view on whether or not the recent economic downturn should be classified as a recession 
  • A financial services firm might offer a perspective on ESG investing that helps their audience think about climate change in a more nuanced way
  • A law firm might hone positions of authority regarding the rapidly changing regulatory environment as it relates to the tech industry

Working with your firm’s experts to identify and fine tune salient points of view takes concerted effort, but it’s incredibly impactful. Well-reasoned, conflicting perspectives can spark conversation, help your audience identify disinformation for what it is, and consider thoughts and viewpoints that differ from their own. 

Use Your Firm’s Communications Platforms to Actively Challenge Disinformation

Elevating truth is always worthwhile. But your firm also has a vested interest in joining journalists in the fight against fake news. Your firm relies on earned media coverage in credible news outlets to establish your own authority. When disinformation dominates the public discourse, your firm’s message will have a harder time breaking through.

To that end, if your experts have the opportunity to talk to the media for a news story, help your authorities nail the interview. But beyond that, make it a priority to use your firm’s own platforms to communicate factual positions of authority.

Communicate Positions of Authority with Employees

It’s normal for authorities to feel unsure — even reticent — about publicly combatting disinformation. A good place to start is with your internal audience. 

Business is no longer neutral territory. Leaders are being pushed by employees and other stakeholders to speak out on the most pressing social issues of the day. But sharing your firm’s positions of authority involves more than releasing a statement affirming one side over another. It’s about wading into the fray and providing unique insights on complex problems. 

Sometimes that means creating tension — even in the workplace. Leaders must be willing to correct wrong information and skillfully engage employees in difficult conversations they may prefer to avoid.

These challenging internal conversations can become the foundation of your external communications strategy.

Share and Promote Factual Information on LinkedIn

Even the most well-intentioned people (including your own employees) can unwittingly spread fake news, especially on social media. They might not understand the role algorithms play in offering up questionable content — or they might simply share stories that align with their unconscious confirmation biases.

Your firm’s well-formulated positions of authority can help challenge both intentional and unintentional sources of disinformation and educate your audience about the facts on a variety of issues.

Linkedin is the most natural platform for your authorities to share the position pieces they’ve written or the articles in which they’ve been quoted. Remind your experts that this isn’t mere self-promotion. Each time they promote credible news sources and share legitimate information, they’re actively engaging in the battle against disinformation.

Communicate Directly with Your Clients and Stakeholders

Finally, think about how you can proactively communicate your firm’s unique points of view with clients, potential clients, and other stakeholders. These are the people most likely to trust what your authorities have to say and thoughtfully consider your firm’s position. If they’ve internalized false information and believe it to be true, your message could persuade them to rethink and re-evaluate those messages.

And of course, promoting the owned media assets (e.g. blogs, podcasts, videos) that underscore your authorities’ expertise is doubly beneficial. It helps get truthful and nuanced information in front of your audience, and it’s also a smart business development strategy.

True Authorities Engage in Society’s Most Important Conversations

The threat of misinformation and disinformation continues to rise. And with so much at stake, it’s vital that business leaders take up the mantle of news activism to engage in smart conversations about the issues that matter most.

You can play a key role in helping your firm’s leaders participate skillfully in this crucial battleground. Identify and hone the unique, timely points of view that set your experts apart. Then use all the communications platforms available to you to share messages that elevate truth and promote credible information.

(And if you need a little inspiration in this area, be sure to check out Greengarget’s Manifesto.)

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Broadcasting has long been the final frontier for many professional services firms. 

Highly coveted air time is notoriously difficult to secure — and there are a number of reasons for this. Producers have typically relied on a trusted network of experts who’ve demonstrated they can handle the pressure of a live interview. The need for guests to travel to a studio — or for the network to dispatch satellite equipment to another location — has historically made scheduling engagements complicated. Therefore, last-minute interview requests went to select experts who were close by and able to get to a studio or satellite location quickly.

But as with most aspects of life, the pandemic changed all that. 

Although most producers still prefer in-person appearances when possible, they’ve embraced the need to use remote guest appearances to prioritize safety and protect their networks from liability. And since interviewees have access to Zoom and other technology in their homes, it’s much easier to participate at a moment’s notice.  

These changes present new avenues for your firm to break into broadcast media. But if you want to seize this opportunity, it’s crucial that your firm’s leadership and other authorities take the following preparatory steps right now. 

Develop Unique Positions of Authority on Newsworthy Issues

The fundamental prerequisite for earned media coverage is always the same: have something compelling to say. However, to catch a broadcaster’s attention, you need an additional ingredient. Your positions of authority must not only be unique and well credentialed, but timely and newsworthy as well. 

To find and develop your firm’s newsworthy POVs, remember:

  • You have unique insight to offer the world. Ask yourself what your team is best at and find ways to connect that expertise to the current news cycle..
  • Don’t just focus on the “what” of a topic. True authority means articulating your viewpoint on the how and the why.
  • Differentiate your position — particularly on hot button issues. Everyone is talking about social issues, but it’s not enough to simply be part of the conversation. If you want to catch the attention of a producer, think through how you can add something new and insightful to the discourse. 
  • Make your message useful to a broad audience. Broadcasters want to share “news you can use.” Utility is the hallmark of impactful content.
  • Revisit and update your position of authority regularly. The news cycle moves fast. Make sure your POV keeps up.

Broadcasters want to incorporate greater diversity of thought and thought leaders into important social conversations. But bear in mind: the world doesn’t need more noise in an already crowded broadcast landscape. Your goal should be to contribute to a smarter conversation, not just say something for the sake of it.

Leverage Your Owned Media Program to Establish Your Firm’s Credibility

As you probably know, broadcast media frequently follows print. It’s common for producers to reach out to experts cited in other earned media venues to set up an on-air interview. Along with journalists of all kinds, they’re hungry for credible sources with an established voice who can add value to the topic at hand. This is particularly true as journalists try to stem the rising tide of “fake news” with more fact-based education around complex topics.

But if your firm isn’t regularly featured in prominent print or online news sources, how can you make your authority known? Your owned media program holds the key. 

Once you’ve developed your newsworthy points of view, harness the power of owned media. Write blog articles that cement your position. Dig into meatier topics by producing in-depth white papers and eBooks. Discuss salient perspectives on your firm’s podcast or ask an industry podcaster to host you as their guest. Share your content on social media channels. 

Journalists and producers regularly comb their Linkedin, Facebook, and Twitter feeds for viable stories. Promote your owned content in these channels and others to increase their likelihood of finding it. 

Educate Your Team on the Unique Virtual Interview Format 

The ability to hold an interview from your home or office will make it much easier to say yes to invitations that come your way. For example, one of our clients received an interview invitation at 4 pm one day and was on air at 8 am the next morning. If the logistics of traveling to a studio were involved, she would not have been able to participate with such a tight turnaround. 

Further, she was only able to sit for the interview because she was already prepared. Can your firm mobilize with 16 hours’ notice? There are specific ways you need to prepare in order to participate skillfully in this space. 

Master the Basics of Any Media Interview

As with any media interview, it’s imperative to sharpen your message and get comfortable sharing it. Even if these basics seem obvious to you, it’s imperative other authority figures at your firm understand them as well. 

Ensure everyone on your team knows how to:

  • Distill your narrative into headlines that grab attention and get to the point
  • Bridge from a stated question to the material you want to share
  • Frame replies in positive ways
  • Maintain composure in the face of difficult questions

It’s not enough to have something meaningful to say. You need to be able to communicate effectively and skillfully handle anything your interviewer throws at you.

Educate Your Team on the Unique Requirements of Virtual Interviews

There are also a number of special considerations to keep in mind when preparing for a virtual interview. You won’t have perfect lighting, an expert camera crew, or talented makeup artists to ensure you look your best. Nor will you have the benefit of a studio’s professional technology and equipment. It’s on you to create an environment conducive to a good conversation. 

To show your firm is serious about becoming a player in the virtual broadcast environment, be sure your authorities:

  • Invest in good technology (camera, microphone, high-speed internet)
  • Choose a quiet location with an eye-pleasing, uncluttered background (extra points if elements in your background subtly reinforce your credibility, e.g. diplomas, industry journals, etc)
  • Be mindful of lighting and your camera angle (avoid harsh upward or downward angles, position your camera at eye level or slightly above, buy a ring light)
  • Practice making eye contact with the camera lens (rather than looking at the boxes on your screen)

It can take even more composure, poise, and skill to make a good virtual impression. Consider recording your interviewees beforehand or have them role play with a friend or colleague to refine their approach.  

Are You Ready to Make a Name for Your Firm in Broadcast Media?

The pandemic has changed the broadcast media game. Will those changes be permanent? Only time will tell. The industry could very well return to in-person interviews as protocols begin to ease. 

But the door is open wider than it ever has been. That means your firm should act fast to develop timely, newsworthy POVs. Establish your credibility through owned media and thought leadership. And be prepared to ace any interview invitations that come your way.

That virtual interview your firm gives today could become the foundation for in-person broadcast appearances in the future. So if you want help finding and developing your firm’s unique positions of authority, just reach out. We’d love to help you engage skillfully in the broadcast media space.

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Cries of “fake news” have become a favored weapon of bad actors looking to cast doubt on credible reporting. But news that is actually fake is a clear threat to our very democracy — and it’s found a prominent breeding ground on increasingly powerful social media platforms.

Last year, our Fake News 2020 report found that 80 percent of journalists strongly believe misinformation has negatively impacted journalism. Furthermore, 56 percent said social media is the single greatest fake news distribution threat. So when we release our second Fake News report later this fall, we’re going to zero in on social media’s role.

And what, if anything, journalists think should be done about it.

Social Media Both Supports and Undermines Credible Journalism

Journalists rely on social media to do their jobs. Many comb social media for story ideas or leads, use it to obtain and verify sources, and share their stories to boost engagement. 

But social media can be a double-edged sword, even if you look past the effects Facebook and other platforms have had on the advertising models of traditional news outlets. Journalists use social media to get reality-based news in front of a broader readership, but propagators of disinformation use it too. From there, audiences can indiscriminately share and disseminate stories (real or fake) quickly and easily. In turn, social media becomes an echo chamber, making it easy for audiences to attack and discredit those same stories.

Social media, obviously, isn’t going away. And because it is one of the main fronts in the fight against fake news, it’s time to sound a battle cry. Whether or not the government ultimately intervenes, we as PR professionals need to do our part to support journalists, amplify truthful news stories, call out fake news when we see it, and commit ourselves to high levels of transparency and ethical behavior. 

2021 Fake News Report: A Preview

In our report last year, journalists overwhelmingly felt it was their responsibility to fight fake news. But they were split on whether the government should get involved. They didn’t agree about whether the U.S. should impose anti-fake news laws to combat misleading information. More than a third (39 percent) supported or strongly supported anti-fake news laws, while nearly as many (35 percent) did not support such laws. About a quarter – 26 percent – said they were neutral toward the potential laws.

But that was before a contentious campaign season, disputed election results, and an unprecedented insurrection at the nation’s capitol — spurred in large part by groups using social media to get their message across. 

And as we face continued vaccination hesitancy and a resurgence of Delta variant-related positive COVID-19 cases, we can’t help but wonder: Have we finally reached a critical turning point in the fight against fake news? 

Evaluating the Communications Decency Act, Section 230

We wanted to know specifically what journalists think about calls to reform Section 230 of the Communications Decency Act — which grants internet platforms legal immunity for most content posted by their users. Do journalists feel this act currently grants social media platforms too much leniency? Especially when we factor in alternative, far-right platforms like Parlor, Gab, and MeWe?

The White House has initiated conversations to hold social media platforms more accountable for their content. Is this appropriate? Will this assure journalists more that their credible news stories might have a chance of breaking through the fake news maelstrom? Will such reforms go far enough?

Weighing Additional Governmental Interventions to Combat Fake News

Reforming Section 230 is just one commonly discussed approach aimed at limiting the flow of fake news on social media platforms. Do journalists think the Biden administration should generally prioritize combating fake news – and, if so, how should do they think it be done? Here are some other options:

  • Regulating and enforcing antitrust laws
  • Revising libel and slander laws
  • Revising the “fair use” doctrine 

We’ll also ask journalists for their thoughts on a variety of other issues related to fake news including how the term has evolved in the last year.

How PR Can Help Journalists Fight Fake News

While we may not be on the front lines, PR professionals can and need to support their colleagues in battling the dissemination of fake news. As part of our 2020 report, we vowed to take the following steps. And we encourage your organization to do the same.

  • Support the work of reporters and editors. We value the work that journalists do every day, and we appreciate the privilege of collaborating with them. We pledge to continue to support journalists and amplify reality-based news sources.
  • Stress ethics and transparency. We strongly discourage lying to journalists or putting forth non-credible sources, and we pledge to always fact-check our work. Because we embrace transparent relationships with journalists (and the public), we will always be responsive to journalists’ questions and endeavor to help them solve problems when we can.
  • Put the audience first. Many PR practitioners hone their craft by developing the perfect pitch to get a reporter’s attention. That is, of course, important. But we believe in only offering insights that a journalist’s audience cares about. 
  • Advocate against fake news. We believe it is our responsibility to help others understand the difference between real and fake news, thereby hindering the spread of fake news. Since we believe this starts with educating the next generation of active news consumers, we pledge to take a leadership role for future PR practitioners today, tomorrow, and always.

We’ve followed through on this pledge by devoting podcast episodes to the topic, participating in webinars, lending our voice to roundtables with future PR leaders such as PRSA Voices 4 Everyone, and raising awareness through articles like this one. And we’ll continue to advocate as a voice for truth and transparency in journalism especially while fake news remains a threat. 

We’re excited to share our findings in our 2021 Fake News report this fall. Connect with Greentarget to receive the report right to your inbox. 

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