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In a new report “Navigating a Changing Media Landscape,” The Institute for Public Relations and Peppercomm conducted research on 22 Chief Communications Officers (CCOs) and 22 media relations experts in June and July 2024.
The report explores their CEOs’ and Boards of Directors’ (BODs) perspectives on strategies for combating misinformation and disinformation, methods for measuring media relations effectiveness, and predictions for the future of media. Specifically, the report shows how CCOs and media relations specialists envision the future of media relations over the next 18 months and five years, highlighting the growing challenges posed by increased disinformation, polarization, and the expanding role of AI in communication strategies.
Below are some key findings from the report:
- Shrinking Newsrooms: Journalists are stretched thin, resulting in fewer opportunities for earned media and less in-depth reporting. CCOs are finding it increasingly difficult to secure meaningful media coverage.
- Increased Shift Toward Paid and Sponsored Content: With fewer traditional media opportunities, organizations are investing more heavily in paid and sponsored content.
- Mixed Adaptation by Leadership: While some CEOs and Board of Directors are open to new media strategies, others remain resistant, emphasizing the need for CCOs to educate their leadership teams on the future of media.
- Personalization is Key: As newsrooms continue to shrink and journalist turnover rates increase, media relations professionals are required to engage in more personalized and proactive outreach. This also includes educating less experienced reporters on industry-specific topics and being more creative in securing coverage.
- Rising Sensationalism and Misinformation: The shift toward “clickbait” content and the rise of AI-generated media have heightened the need for vigilance in media monitoring as professionals are increasingly focused on combating misinformation and disinformation.
- Emerging Role of AI in Media Relations: AI is expected to play a transformative role in media relations, but currently that role is limited. Executives are just beginning to explore AI’s potential for ideation, content creation, and media monitoring, though concerns remain about its impact on disinformation and the erosion of journalistic standards.
About the Institute for Public Relations
Founded in 1956, the Institute for Public Relations is an independent, nonprofit foundation dedicated to the science beneath the art of public relations™. IPR creates, curates, and promotes research and initiatives that empower professionals with actionable insights and intelligence they can put to immediate use. IPR predicts and analyzes global factors transforming the profession and amplifies and engages the profession globally through thought leadership and programming. All research is available free at www.instituteforpr.org and provides the basis for IPR’s professional conferences and events.
About Peppercomm
Peppercomm, a Ruder Finn company, is an award-winning, strategic, integrated communications and marketing agency headquartered in New York City with offices in San Francisco and London. With 29 years of expertise serving blue chip and breakout clients, the firm has made a science of communication, combining wit and wisdom with proven public relations discipline and innovative offerings to break through, build deeper connections and ensure our clients’ success. Peppercomm has received numerous accolades throughout its history, most recently being named one of the top 30 Crain’s Best Places to Work in NYC 2023, the PRNews Agency Elite 100 and PR Daily’s Top Agencies, as well as recent campaign award recognitions from the Provoke SABRE Awards (Integrated Campaign), PRNews Platinum PR Awards (Media Relations), PRNews Digital Awards (CSR), and the Bulldog PR Awards (Media Relations), among others. Contact us at connect@peppercomm.com.
Media Contact:
Brittany Higginbotham
Communications & Outreach Manager
brittany@instituteforpr.org
352-392-0280
