Broadcast media has undergone a huge evolution. We’re now a long way from the days when only four channels were available to watch on our screens, and today many people receive their news from new challenger brands, streaming platforms, podcasts and social media as well as traditional broadcasting outlets.
But how much have audience expectations of broadcasters changed, what role do traditional and new outlets play in shaping the news agenda, and how can businesses support accurate and engaging storytelling?
To answer these questions, we hosted a panel discussion with leading broadcasters, including ITV’s Paul Brand, BBC Newscast’s Adam Fleming and Times Radio’s Rosie Cutler. Alongside this, our ‘Guide to working with broadcast‘ gives an overview of some of the most popular news and current affairs programmes, as well as our advice on how to engage them.
Getting your message heard: A guide to working with broadcast
Our key panel takeaways:
The role of traditional broadcast
Despite the explosion in the number of news and current affairs platforms, it is clear that traditional broadcasters still have a vital role to play in driving national narratives and covering public interest stories.
The panel noted that traditional media has retained an unrivalled ability to shape the news agenda. Every major government scandal is broken by a major broadcaster or by a print newspaper, whether it be Partygate or the Lord Alli donor story, reflecting the fact that established brands are still best placed to hold those in authority to account. Broadcast outlets still represent quality, in-depth and accurate journalism, which it why they have remained one of the most trusted news platforms.
For these reasons, the panel felt optimistic about the future of traditional broadcast, and its influence over the news cycle, with one speaker saying that they do not see a future where audiences only receive their news from social media.
Broadcast in an age of social media
However, broadcasters recognise that their social media content is an important part of engagement with audiences. Some traditional outlets are employing digital reporters who make bespoke content for online channels, and television or radio output is often repackaged up for digital platforms. Broadcast journalists have found that some stories do particularly well on online platforms, especially those with an international angle.
Social media has also provided presenters with the opportunity to increase engagement with their journalistic work, although this comes with its own challenges as they navigate the tightrope between boosting their profiles without compromising their brand’s values or their own integrity.
AI’s role in broadcast news
The improving capability of AI tools will affect broadcasters, but not necessarily to the extent that some have feared. Whilst generative AI may help some journalists to summarise information, or write news bulletins more quickly, there is a feeling that the human element will be of continued or even increased importance. The ability of journalists to discuss complex policy issues with government and outside experts will mean that their audience is more able to understand nuances than if they used an AI summary of public information, whilst there will be a need for ‘human checks’ on anything written by AI to ensure accuracy.
Engaging new audiences
In order to expand their audience reach, broadcasters have shifted to delivering content which ‘works for the consumer.’ This has included creating in-house podcasts which speak to the public’s desire for more ‘companionable’ and discursive forms of news, and making sure that these podcasts are released at the time of day that suits their subscribers, who may want listen on their way home or when they first wake up, rather than wait for the news bulletins at 6pm.
The panel particularly noted that broadcasters should make sure their content reaches and engages young audiences who are more likely to be open-minded about new perspectives and get their news from a variety of outlets than older generations.
What does this mean for businesses?
Just like print journalists, broadcasters value relationships with corporate communications advisers who are transparent and help them access expert business insights and opinions. Producers and editors work to tight deadlines and appreciate conversations which are direct and to the point. Panellists reflected that journalists have candid off-the-record conversations with politicians and their special advisers to help them better understand and report on an issue, and expressed a wish to have similar relationships with businesses.
Businesses should continue to work with these broadcast outlets- as the public are more likely to listen to what a business has to say if their messages are landed with impartial voices on trusted outlets. As part of this engagement, they should consider working with digital reporters on tailored stories for a broadcaster’s online channels.
WA Comms works closely with leading broadcast editors, presenters and producers, helping organisations navigate the media landscape and land their messages in an impactful way. You can download our new ‘Guide to working with broadcast’, or if you’d like to discuss how we can help you, please contact: Rachel Ford, Director of Corporate Communications, rachelford@wacomms.co.uk.