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Navigating a Changing Media Landscape: The Disconnect Between CEOs and Communications Teams
A new report, Navigating a Changing Media Landscape, sheds light on the ongoing disconnect between CEOs, Boards of Directors (BODs), and their communications teams, and how this gap is hindering adaptation to a rapidly evolving media environment. The report, released by the Institute for Public Relations (IPR) Behavioral Insights Research Center and communications agency Peppercomm, includes insights from nearly 50 communications professionals.
One key finding of the report is that many CEOs and BODs hold onto outdated media expectations, leading to unrealistic demands for high volumes of earned media coverage in a landscape with fewer media outlets and increased competition. Additionally, the role of Artificial Intelligence (AI) in reshaping news creation and dissemination introduces challenges such as misinformation and deepfakes, highlighting the need for understanding and managing these risks.
To navigate the changing media landscape, organisations must focus on enhancing digital and paid media strategies, leveraging influencer partnerships, and adopting creative content approaches. Setting realistic expectations and educating leadership on the current media landscape are crucial for maintaining trust and effectiveness in media relations strategies.
The report emphasizes the responsibility of CCOs and media relations specialists to educate the BOD and C-suite on the evolving media landscape through ongoing training, workshops, newsletters, and reporting. Bridging the gap between executives and practitioners through better education and alignment within organisations is essential for success in the new media era.
As traditional newsrooms shrink and customer preferences shift towards digital platforms, media relations professionals must adapt their strategies to target specific audiences effectively. By prioritizing ongoing education and aligning expectations, CCOs can ensure their organizations not only survive but thrive in a rapidly changing media landscape.
The research, conducted through online interviews with CCOs and media relations professionals, provides valuable insights into the challenges and opportunities facing communications teams in navigating the evolving media landscape. By addressing the disconnect between leadership and communications teams, organisations can better position themselves for success in a media environment characterized by rapid technological advancements and growing fragmentation.
