9 traditional media trends affecting PR

A recent Pew Research study identified continuing shifts in the media landscape. Take note of the PR implications.

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The opening paragraph of the report overview sets up the challenge:

“The transformation of the nation’s news landscape has already taken a heavy toll on print news sources, particularly print newspapers. But there are now signs that television news—which so far has held onto its audience through the rise of the Internet—also is increasingly vulnerable, as it may be losing its hold on the next generation of news consumers.”

Think about that for a moment. Newspaper reach, influence, and credibility continues to drop. Daily newspapers try to reinvent themselves. Their business model is broken. The new experiments with social media will not pay the bills and advertisers are unconvinced of the value or resistant to change from what they know.

And TV is next. Challenged by multi-screen users who think nothing of using their smartphone, laptop, tablet, or desktop computer while watching TV—all with the help of a PVR.

The new landscape is changing so quickly that “legacy” media cannot respond fast enough. That’s why these trends are so important to follow.

Digital news surpasses newspapers, radio: Percentage of Americans who saw news or news headlines on a social networking site doubled—from 9 percent to 19 percent—since 2010.

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