Media Archives - WA Communications

Can we fix it? According to Rachel Reeves, there’s always a reason to say no, but businesses think differently

This week, we brought together key energy, transport and industry players with national media to discuss the intersection of infrastructure, growth, and reputation. Across three core themes – the government’s growth agenda, the sector’s reputation, and the role of devolution – we explored how businesses can effectively communicate their role in shaping the UK’s infrastructure.

Government agenda: Policy, growth, and business confidence

With the government’s renewed focus on driving growth – exemplified in Rachel Reeves’ speech yesterday, and the push for infrastructure investment – there is cautious optimism among businesses. However, companies are still looking for clear, actionable plans before making long-term commitments. Media can be effectively used by government and businesses alike to inspire and drive forward infrastructure:

Big projects like planned Heathrow expansion are under scrutiny. While planning approval may be granted within this parliament, tangible progress will take decades. Breaking projects into clear stages and telling each phase’s story is key to maintaining community and political buy-in.

Joe Biden’s Inflation Reduction Act was referenced as a strong example of government intervention inspiring business confidence. The UK needs similar clarity in its economic and infrastructure strategy and this needs to be communicated on a macro, as well as micro, level.

Regulatory uncertainty remains a concern, particularly around approvals and planning processes, which can be commercially strenuous. Clear messaging on the prize that can be unlocked will be key here.

Perceptions, challenges and opportunities

The infrastructure sector has both legacy reputational challenges and new opportunities to shape public perception.

High-profile stories such as Thames Water’s financial struggles and HS2’s delays can create a contagion effect, affecting trust in the infrastructure sector.

Businesses need to go beyond economic arguments and communicate the human and social value of infrastructure projects.

Media narratives are shaped by compelling stories – journalists want to hear about people, innovation, and tangible benefits, not just numbers.

Regional impacts and local narratives

With the government’s commitment to devolution, national infrastructure narratives must adapt to local perspectives and priorities.

Economic disparity between London and the rest of the UK remains a key media focus. Businesses operating outside London should highlight regional investment, job creation, and community impact.

Skills shortages – particularly for in-demand roles or under-profiled trades – need more visibility in media and government discussions. Projects should emphasise local employment, training programmes, and long-term workforce development to garner support.

What businesses need to know about engaging with the media

Our roundtable provided valuable insights into what makes a strong infrastructure media story and how businesses can better engage with journalists:

Human stories matter – Journalists are more likely to cover infrastructure projects when they feature real people, personal journeys, and the benefits to a community.

Access to CEOs and decision-makers – Regular engagement, background briefings, and personal relationships with journalists are vital for raising profile and being the “go to” voice for a story.

Clear roadmaps and tangible milestones – Companies should outline short-term wins alongside long-term ambitions, making it easier for media to follow progress and open opportunities for coverage – as well hold to account.

Use corporate reports creatively – corporate milestones such as annual reports or financial results aren’t just tick boxes, they can be used to shape narratives on growth, innovation, and sustainability.

Be persistent – Stories often fade quickly from national headlines. Businesses should consistently communicate their progress, ensuring long-term media engagement, and utilise trade media relationships to continue beating the drum on important issues.

Leverage data but tell a compelling story – While investment figures are important, they need to be framed in a way that resonates with a broad audience.

Final thoughts

The infrastructure sector is at a critical juncture. Government ambition is high, but businesses must actively shape the conversation to secure investment, public trust, and regulatory certainty.

For companies looking to enhance their media presence:

Think beyond numbers – tell human stories.

Be transparent and proactive in media engagement.

Align your messaging with government priorities but maintain your stance.

As one leading national correspondent put it: “There’s no magic bullet, but if you have a good story to tell, you will know, and the media will listen.”

Please contact rachelford@wacomms.co.uk if you would like to discuss how we can help shape and amplify your media strategy.

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Broadsheets, Bluesky and buy-outs: How the communications landscape changed in 2024

This year marked some significant shifts in the way we engage with media.

While the vast majority (96%) of adults continue to consume news in some form, the way we engage with information is constantly changing, with a continued move away from ‘traditional’ media to online news, and the rise of alternative platforms such as Bluesky. At the same time, business decisions that would usually be confined to the boardroom – ownership, leadership and the need to make savings – have irreversibly shaped the future of UK journalism.

While these subtle changes in output and consumption don’t change behaviours overnight, they point to an ever-evolving media landscape that requires careful navigation to reach the right audience at the right time – while ensuring companies and brands don’t become the story.

Here we analyse the top media and social media trends of 2024, and what the new state of play means for businesses seeking to engage and influence in 2025.

Top media trends in 2024

1. Our love / hate relationship with newspapers

While readership figures of UK newspapers have been in freefall for several years, this year saw an interesting twist with all newspapers (at least those with publicly available data) read more on a Saturday than during the week. The i’s Saturday circulation, for example, has gone from being 16% lower than its weekday edition in 2014 to being 49% higher this year.

That readers no longer loyally flick through every edition was the driving force behind The Standard – once the commuter’s paper of choice – moving to a weekly model in September.

The changing fortunes of print press show that while consumption habits are changing, there will always be a demand for newspapers and the expert journalism and commentary they offer.

2. The importance of editorial control

With ongoing speculation around ownership of The Daily Telegraph and an ‘in principle’ deal to sell The Observer to Tortoise Media, this year has seen unprecedented changes in the traditional media landscape – resulting in journalist walk-outs, parliamentary debates and diplomatic pressure.

To understand the importance of editorial influence, we only need to look back on media endorsements around the General Election. While they may not carry the weight they once did, it was a remarkable – and telling – sign of confidence in Labour (or despair with the Tories) that led to the Financial Times, the Sun and the Sunday Times all backing Sir Keir Starmer for Prime Minister.

Although foreign ownership of UK newspapers is banned under the Enterprise Act, uncertainty around exemptions raises some interesting questions around editorial decisions and control that could significantly change the UK’s media landscape.

3. Rise of data and investigative journalism

Earlier this year, WA held a roundtable with leading national journalists about the shifting media landscape in the energy sector. Their verdict? “We’re getting nerdy, and our audience is coming with us.”

The rise of in-depth features and analysis is not just restricted to the energy sector or print press – most national outlets now have a dedicated data journalist or investigations team, and last year’s extensive cuts and restructuring across the BBC led to the creation of a new investigations unit.

Some of this year’s biggest news stories – the ongoing Post Office inquiry, profits of water companies, abuse in public settings – have been led by data or investigations teams, showing both the opportunity for businesses to promote their story, and the increased scrutiny that awaits if they get it wrong.

4. The shifting sands of social media

The emergence of Bluesky as one of the fastest growing social media platforms is perhaps the biggest surprise of 2024. Despite being around since 2019, the move away from an invitation-only business model earlier this year led to a flood of new users – approximately one million a day – as businesses and brands turned away from X (formerly Twitter).

This year has also consolidated the social media generational gap, with TikTok being the single biggest news source for 12 to 15 year olds.

Regardless of platform, with 56.2 million active social media users this year, it is clear that non-traditional platforms are more important than ever

5. Fighting fake news

The media storm surrounding the Duchess of Cambridge’s edited family pictures earlier this year speaks to the practical and ethical debate about integrity and reliability in media.

The rise and availability of AI generated tools like Chat GPT and photo editing tools – as well as the worrying trend of one-sided videos uploaded to social media shaping public opinion – have blurred the lines between typically ‘fake’ and ‘embellished’ news. While some institutions are tackling these issues head on, such as Full Fact and BBC Verify, limited resources and the sheer volume of content means this is not always possible.

Navigating the media landscape in 2025

So, with an unprecedented and impactful year behind us, what will next year bring? Here are our predictions for 2025, and our advice for businesses seeking to cut through:

Data, data, data: The rise of fake news and AI-generated content, combined with time-poor journalists and limited space in traditional media outlets, means stories need to work harder to cut through. Working with data or investigative journalists to craft features will allow the nuance and breadth of stories to come to life in a way that resonates with your audiences.

Rise of owned channels: Likewise, owned channels – social media, website, newsletters and direct marketing – will be more important for businesses. A clear corporate narrative and evidence points – coupled with audience insights and a targeted media and social media strategy – will enable your messages to reach the right people.

Be authentic: With an increase in person-centred content and CEOs speaking directly to audiences on social media, our expectations for the faces of businesses are changing. Spokespeople need to be authentic, engaging and above all media trained to articulately and memorably land their messages.

Multi-channel approach: The growing generational gap in how we consume news often means there is not a ‘one size fits all’ approach to communications. A multi-channel approach, bringing together media relations, digital, marketing and stakeholder engagement will usually get the best results.

Be prepared: As we have seen this year, the best media strategy in the world can easily be derailed by a rogue comment or leaked internal document. Having a crisis communications plan in place will help you prepare, respond – and crucially, recover – from any issue that may arise.

Contact rachelford@wacomms.co.uk if you would like to discuss your media strategy for 2025.

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Is it really the Sun Wot Won It? The impact of media endorsements on elections

Media endorsements used to be treated like gold dust – the be all and end all of election campaigns, one of the moments pundits looked out for. But now, as The Spectator puts it ‘they may not command the power that they once did’. Despite this shift in mentality, as well as the general shift in how media is consumed, it’s still an important moment of any election campaign, and can often tell us a lot about reader sentiment of these publications.

How did Fleet Street used to vote?

“It’s the Sun wot won it” has gone down in British political history as proof of how powerful newspapers can be when it comes to swinging elections. The now-infamous Sun front-page headline followed John Major’s slim victory in the 1992 election, after the then Conservative leader was endorsed by the newspaper with the highest readership in the UK. The only time – until now – that The Sun switched over to endorse a Labour leader is in 1997 when they backed Tony Blair. Their infamous phrase reemerged after Blair’s landslide victory.

In the most recent 2019 general election, Fleet Street particularly favoured the Tories. National papers including The Sun, the Daily Mail, The Times, and the Daily Telegraph all endorsed the Conservatives, being especially keen on their Brexit stance and warning readers of what a Corbyn government would entail. Unsurprisingly, given its left-wing stance, the Guardian stood out by endorsing the Labour Party. The 2019 election had the newspapers backing candidates they were expected to back – there were no surprises from Fleet Street this time around.

The times are changing

As we have seen over the past few days, the final week of the campaign is when most papers release their endorsements. Some endorsements were to be expected – the Guardian has supported Labour throughout the campaign, and the Telegraph will always back the Tories. However, there were a few particularly significant and telling swings.

The first notable endorsements included The Economist and the Financial Times – both of which endorsed Sir Keir Starmer to be the next Prime Minister. This is mostly a reflection of Labour’s shift under the new leadership to the center-left. Both papers have a financial market-led approach and tout the benefits of Britain being seen as a sensible power on the world stage.

The most remarkable endorsements have been The Sunday Times and The Sun. Despite their right-wing history and editorial stances, they’ve both endorsed Starmer in this election. This is arguably a proof point for Labour’s successful move towards broader appeal – but also a reflection of national frustrations with the Conservatives. The point that The Sunday Times made in its almost reluctant endorsement is that the past few years of Tory rule have been chaotic and counter-productive.

Who is deciding the election?

It’s clear from the polling data that Labour doesn’t need the endorsement of major titles like The Times and The Sun to win over the public. However, there is still something to be said for the value of these endorsements. Despite the waning power of the press, Starmer’s team was pushing for the Murdoch-owned News UK endorsement – most notably because of The Sun’s reputation for backing winners.

On the other hand, some of the more ‘stand out’ or surprising endorsements are demonstrative of the shift in political leanings of these papers’ readership. Right now, the only paper with a Tory majority readership is the Daily Mail. This includes a relatively equal Labour/Conservative split across the Daily Express and Daily Telegraph’s readership – two historically right-wing newspapers.

Overall, endorsements aren’t the key to winning elections they once were – but they are still important to political parties from a tactical point of view. In light of todays’ front pages, Labour will likely go into tonight’s count with a renewed sense of confidence.

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Posts Tagged ‘Media’

Can we fix it? According to Rachel Reeves, there’s always a reason to say no, but businesses think differently

Broadsheets, Bluesky and buy-outs: How the communications landscape changed in 2024

Top media trends in 2024

Navigating the media landscape in 2025

Is it really the Sun Wot Won It? The impact of media endorsements on elections

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