Navigating the Media in an Election Year

Uncovering, shaping and setting the political agenda, journalists across the media spectrum are important cogs in the wheels of Party decision making – particularly in the lead up to a General Election.  

Seeking to understand how media content changes, and adapts to, an increasingly polarised political landscape – and crucially how organisations can navigate this landscape and cut through the noise – WA Communications hosted Caroline Wheeler, Political Editor at The Sunday Times; Sam Rix, Senior News Editor at Good Morning Britain; and Steve Richards, WA Senior Adviser, broadcaster and journalist, for an in-depth panel session.  

This session is the latest in a series of WA events looking towards the 2024 General Election with senior political and media figures. 

Here are our main takeaways from the discussion, and our advice on how to navigate this shifting landscape: 

Setting the Agenda 

Although we live in an ever-evolving social sphere, the power of traditional media remains, driving public conversation and painting perceptions of those at the top of party politics.  

Sunday newspapers are the key orchestrators of this. Filled with whisperings from the corridors of power, exclusive interviews with key stakeholders, anonymous leaks and briefings and in-depth insights from company-led polls, print news holds influence over politicians, businesses and wider society – setting the weekly agenda and influencing broadcast coverage.  

In an election year, with people falling over themselves to have a say on the ongoing Labour-Conservative dividing lines, this influence is more heightened than ever.   

To achieve cut through, it will be important to align with the political narrative of the week and draw on ‘big splash’ interviews and regional political activities, offering new perspectives that play into shifting topics of interest. 

A Noisy Landscape  

The panelists painted a picture of an increasingly crowded media landscape this election period, pointing to strong voices on platforms like X – formerly Twitter – and the growing expectation for ‘all singing, all dancing’ interactive content.  

They noted how social media commentary from politicians, journalists and wider society changes media narratives and continually shifts agendas. Less ‘traditional’ channels like TikTok and podcasts are also increasingly shaping political rhetoric, driving news content, and maintaining – or often igniting – public engagement in certain stories.  

As we get closer to the General Election, we can expect media outlets to publish more data, audio, visual and short-form video content across Tik Tok, X and LinkedIn, as they continue their effort to keep abreast of the latest political developments.  

Surveilling and using these channels will be more important than ever in assessing how and where best to share your voice.  

Communication with Today’s Politicians  

It is no secret that media have long played into symbiotic relationships with politicians in Westminster, to obtain information and construct stories that shape narratives and connect with the public. 

Despite this, the panel outlined the hesitancy and cautious approach they have experienced from today’s politicians, who seem scared by a perceived threat of public-facing exposure. Whilst Conservative leaning papers struggle to show support for Rishi Sunak, Labour leader Keir Starmer struggles to engage with the media at all – a possible stumbling block in his leadership campaign.  

Overall, party communication with the media has been relatively weak, with the panel suggesting press offices are poorly briefed and spokespeople poorly guided. There are, however, some glimmers of hope for Labour in the likes of Wes Streeting and Lisa Nandy.  

Whilst the parties struggle to embrace media opportunities in the run up to the General Election, constructive engagement from businesses will be welcomed to fill this gap.  

Looking Ahead 

As the political landscape evolves, the panel predicted several key themes that are likely to shape media discourse in the coming months. 

This includes increased scrutiny over Government spending and party finances, particularly in areas related to green finance and cost-of-living. Artificial intelligence is also likely to have an increasing influence in the media, with deep fake clips resonating with social audiences. Beyond this, foreign affairs could play a more influential role in this year’s election, with a focus on the impact of the Donald Trump administration and the implications of the Israel-Gaza conflict.  

In light of these changing focuses, keeping an eye on media priorities will be the most effective way to determine which narratives to play into, which journalists and outlets are covering topics of interest to your business, and to pinpoint where you can offer new and stimulating perspectives. 

WA Communications works to help businesses navigate the shifting landscape, and land meaningful coverage across national, broadcast, trade and regional media.  

For more information on how WA can help, please contact media@wacomms.co.uk or get in touch with LeeFindell@wacomms.co.uk or RachelFord@wacomms.co.uk.