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Mistrust in the media has been a growing concern globally, with traditional outlets competing for relevance in an era dominated by digital platforms and alternative sources of information. But how is the media rising to the occasion and reclaiming their audiences despite these challenges?

Insights from leading media professionals, shared at the Society of Editors Conference, shed light on strategies being employed to re-engage and grow readership, while building credibility. Here’s what you need to know about the innovative approaches shaping the future of media.

Understanding the Audience

To regain trust and loyalty, news outlets are honing their understanding of their audiences and tailoring their content accordingly.

For instance, 5 News has a predominantly older audience, with an average viewer age of 61. Editor Debbie Ramsay shared that their success stems from taking a relatable and respectful tone toward their audience. By avoiding patronizing or overly critical angles, they provide guidance and clarity on stories that matter most to their demographic.

Similarly, Newsquest, which oversees 250+ news brands and 27 daily newspapers, emphasizes regional relevance. Their print readership skews older, averaging 65–70 years of age, while digital subscribers are slightly younger at around 45. Toby Granville, Newsquest’s editorial development director, highlighted their focus on creating trustworthy local news that resonates with the community. Enhancing front-page quality and increasing local story counts have been key strategies.

Key Takeaway for Communicators

For businesses and PR professionals looking to connect with specific media outlets, audience insights are critical. Understand who the publication serves. Is it older print audiences or younger digital readers? Tailor your pitches to align with their interests and preferred tone to maximize pickup.

How Audiences Access News Today

How people consume news has shifted dramatically, with social media and video platforms taking center stage. Mitali Mukherjee, Acting Editor at the Reuters Institute for the Study of Journalism, revealed that in a survey across 50 countries, one-third of people access news through social media platforms.

Platforms like TikTok, YouTube, and Facebook are seeing significant growth in engagement, particularly among younger audiences. Debbie Ramsay from 5 News ensured their presence on Facebook, Instagram, and TikTok to reach a variety of age groups daily, while The Sun leverages YouTube as part of its revenue-generation strategy. The Sun’s TikTok success, boasting 9.2 million followers, further highlights the platform’s relevance for engaging younger demographics.

Key Takeaway for Communicators

Pitching to media in today’s landscape requires an understanding of multimedia storytelling. News outlets are repurposing stories across formats, from print to video and social media. Ensure your pitch or press release is flexible, providing visual elements like videos or images that cater to these platforms.

The Power of Local and the Personal Touch

Investing in local storytelling and fostering personal connections is another effective method for building trust. Newsquest is reinforcing its role as part of the community by reopening local offices in town centers. This physical presence reinforces their commitment to regional reporting. Stories about collective community efforts, like preserving a park or promoting biodiversity, resonate with readers globally, highlighting the impact of grassroots action.

AI also has a role in reshaping local newsrooms, freeing up journalists’ time for in-depth stories by handling repetitive tasks such as writing routine news from press releases. Similarly, The Sun has adopted a fresh approach by highlighting journalists’ personal input in their coverage, making their content more relatable and fostering authenticity.

Key Takeaway for Communicators

For PR teams, the rise of AI-driven content production means your press releases must be precise, accurate, and well-targeted. At the same time, the growing appetite for personalized stories creates opportunities to pitch compelling human-interest angles and case studies that resonate deeply with audiences.

The Media’s Journey Back to Relevance

Rebuilding trust within the media isn’t an overnight task; it requires sustained innovation, understanding of evolving audiences, and a commitment to delivering quality content. The strategies being implemented today—from leveraging modern platforms like TikTok and YouTube to focusing on relatable local news and human connections—are helping restore the credibility that was once in question.

For PR professionals navigating this landscape, understanding the specific needs of each outlet and tailoring outreach methods accordingly will be the key to forging lasting connections between brands and media partners.