Brandspeak: The Next Chapter of News Has Begun

The following column is by ‎Jennifer Risi, Worldwide Chief Communications Officer and Managing Director at Ogilvy Media Influence.

Findings from the annual Ogilvy Media Influence global media survey are in, and drumroll please… Facebook has emerged as the #1 gatekeeper for news, validating that advancements in digital media and new technology are altering the way in which we consume news. The results were based on the opinions of more than 250 news media professionals across North America, Asia-Pacific countries (APAC), and the European, Middle Eastern and Africa (EMEA) regions—earning 39 percent of the vote internationally.

I’m excited to have an opportunity to share the comprehensive analysis of the survey released on June 19 at the 2017 Cannes Lions International Festival of Creativity. You can see the discussion on our Facebook page.

The results demonstrate that as the digital universe continues to quickly expand, journalists are keenly aware that traditional media is gaining new and increased exposure through digital gatekeepers like Facebook that have enormous established audiences. Given the explosion of social media within the media mix and the rapid technological advancements that have continued to drive its growth, there’s little wonder why Facebook is now seen among journalists worldwide as a top news aggregator.

However, traditional media news sources, such as newspapers, magazines and broadcast networks held their own as a top source for news consumption among those surveyed, trailing by only six percent. These findings indicate that journalists recognize that new gatekeepers like Facebook have become one of the largest conduits back to legacy media sources. Think of it this way, a traditional news piece may be discovered on Facebook more quickly than its own platform, but ultimately, the discovery always drives traffic back to the traditional source.

The results also uncovered another salient point that further puts the findings into perspective. Most journalists (40 percent) believe that earned media is the most effective component of the media mix today with social media at 27 percent and influencer engagement at 13 percent amongst other options in a brand’s communications arsenal to build reputation and influence. Collectively, these results send a clear signal to public relations professionals that they still play a significant role today in helping to shape brand identity for clients.

The findings also indicate that journalists fully comprehend how powerful advancing digital platforms are driving the format for storytelling, dictating that they change their reporting approach—and they are changing their approach, more quickly than ever. That means brands need to be just as nimble. Understanding how journalists view their role in the media equation helps to contextualize today’s advanced digital media capabilities and illustrates how communications professionals can conform to the digital media landscape as it continues to evolve. Results from the Ogilvy Media Influence survey help provide that understanding.

The good news is that communications experts have been through a digital media revolution before and have been able to successfully navigate the terrain and find ways to blaze new trails. The introduction of digital media into the communications mix completely shifted the traditional media model, mandating that media outlets modify their reporting and distribution strategies to keep up with consumer demands, which were largely driven by technological advancements.

Traditional media, especially print outlets, took a major beating when it came to their ability to adapt to the new technology. Interestingly enough, despite all the flack print media received for not moving swiftly enough or being smart about the high-tech media ecosphere, the survey revealed that most journalists (40 percent) believe print media have been the most successful traditional platform to adapt to the evolving digital world. Television and newswires split the remaining vote; TV showing just a slight (six percent) edge over newswires.

Print news stalwart The New York Times’ digital metamorphosis into T Brand Studio has proven to be a successful print transformation model, combining new technological capabilities with the newspaper’s signature storytelling. The new brand has been so successful that reports suggest the company has plans to expand the platform into a full-fledged marketing agency. We’re also seeing traditional media outlets make adjustments in their newsrooms. Like Fortune magazine, for example, which recently combined its print and digital staff. The publication’s editor Clifton Leaf stated that the new structure, “better reflects the way [Fortune] works.”

As the digital media era continues to transform the creation, distribution, and consumption of content, we are starting to see media outlets embrace new ways of storytelling like never before as they look to not only maintain momentum, but move into the driver’s seat. I believe we are just scratching the surface of the news media’s reinvention in the digital world. If the journey so far is any indicator, no one knows exactly what road will prove most effective, but journalists and news media houses are stepping up to the challenge. As modern PR professionals, we can be assured of one constant amidst a sea of change—earned media and influence will still have the last word.

—Shareese Thompson contributed to this article.

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