Tom Robinson’s Post

It was a privilege to sit on this panel along such experienced industry leaders last week. I'm a subscriber and longtime fan of Eric/Private Media's publication Crikey, and have been quoting the research produced by Tom Robinson's team at Edelman since my undergrad uni essays (and now in government inquiry submissions). I was particularly grateful to hear Bruce Wolpe's expert insights into the US election contest, both personally as a massive US politics nerd (and just as a human...), but also in the context of my work with LINA. As all eyes turned to the States these past weeks, at LINA we've been reflecting on the relationship between news and democracy in a society heavily influenced by social media and big tech. Improved accessibility and platforming of diverse voices has been a big win stemming from the 'democratisation of the media' facilitated by tech advancements, but there's also been some pretty heavy tradeoffs. The stats listed by Tom below paint the bleak picture of a news industry dealing with the crash of the traditional advertising revenue model. The resulting increase in mis and disinformation has deepened the polarisation of views, to the point of triggering civil unrest, spreading damaging public health information during the pandemic, and exacerbating threats of propaganda and censorship (check out World Economic Forum's 2024 Global Risk Report). But there is hope... More thoughts on this here: https://lnkd.in/gj8CmkwF Thanks to Communication and Public Relations Australia for inviting LINA: Local & Independent News Association to be part of the Agency Leader's Forum.

Here is how media shapes public opinion today: Media press holds a powerful position in society. It informs, educates, and influences public opinion. Why? Because people rely on media for news, entertainment, and information. Journalists and editors decide what stories to cover. They also choose how to present these stories. These choices shape how the public perceives events and issues. The framing of a story can impact people's views and opinions. Media can bring them to the forefront of public discussion. This process is known as agenda setting. When media focuses on specific topics, people start to see these issues as important. Delve into the full article below in our weekly newsletter 👇

A lot's changed in the world of journalism over the past decade, with the rise of new technology, global platforms and social media. More than 200 newsrooms in Australia have downsized since 2019, and dozens of publications have closed down. The personal impact on journalists is huge. Some have lost their jobs, while others are working harder or in new ways. Newsrooms are smaller, news cycles are shorter and journalists are super busy. That's not to mention the added challenges they face with the rise of "fake news", clickbait and AI-generated stories. What does all this mean for organisations, particularly SME businesses, trying to tell their story? In the latest edition of The Lighthouse Beacon, I look at what's changing and why brands may need a new approach to media and PR. In a busy newsroom, how do you compete with the constant noise from top ASX-listed and global companies that dominate the news cycle every day? To subscribe and receive The Beacon in your inbox, please visit: https://bit.ly/3VmM3Oj #media #publicrelations #publicaffairs Gabby Taylor Terri Murphy Peter Laidlaw Riley Buchanan Elizabeth Latham

This week I read two things of great significance to Communicators. The first is another alarming report about why it's getting harder to communicate reliable, factual information to audiences. The second provides helpful tips from reporters about how to pitch them. 1. According to an article by Sara Fischer at Axios (https://lnkd.in/euBxCRGy), the number of partisan-backed outlets designed to look like impartial news outlets has officially surpassed the number of real, local daily newspapers in the U.S., according to a new analysis. There are at least 1,265 websites identified as being backed by dark money or are intentionally masquerading as local news sites for political purposes. By contrast, as of last year, there were only 1,213 daily local newspapers in the U.S. 2. Cision released its annual State of the Media Report, capturing insights from 3,000 journalists (https://lnkd.in/eeRwjshS). When asked what kind of content they want to receive from PR professionals, the top three responses were: news announcements/press releases, original research/data reports, and news exclusives. Reporters want to be pitched - they (understandably) want the pitch to be relevant to their beat and their audience and they want it to be newsworthy and relevant. What are your thoughts? Let's connect! Email me at zach@goldbergcommunications.com. #Communications #PR #MediaRelations

Don't miss these exclusive insights from top journalists! 🗞️ Our latest article breaks down key takeaways from conversations with industry leaders, revealing tips, trends, and the future of news. 🔗 Read now: https://brnw.ch/21wL4GX

MAINSTREAM MEDIA SUFFERING WORST DEEP IN CREDIBILITY, STILL POINTING FINGERS IN WRONG DIRECTION; This month the Gallup poll returned a very damning report on the trust in mass media (newspapers, television and radio) in US. ,According to the report; “For the third consecutive year, more U.S. adults have no trust at all in the media (36%) than trust it a great deal or fair amount (31%). Another 33% of Americans express “not very much” confidence.” The findings from a poll conducted between Sept. 3-15, show that the media has fallen below Congress which is not trusted by 34% adults. It speaks volumes that the notoriously “dirty” politicians are trusted more than the watchdogs. This calls for serious soul searching as did Jeff Bezos, owner of the Washington Post, in an Op-Ed published on October 28th. “Our profession is now the least trusted of all. Something we are doing is clearly not working…Lack of credibility isn’t unique to The Post. Our brethren newspapers have the same issue,” he rightfully noted. While many experts have opined that its social media / citizen journalism that has dealt mainstream media a deathblow, the lack of credibility is rushing legacy media to its grave. So, there are a couple of questions to chew on; 1. When and why did mainstream media lose its credibility? They need to trace where they slide, not where they have fallen. 2. Can it work its way back? 3. What doesn’t the future hold? Whatever the answers, attacking the off-the-cuff podcasts, referring to them as “inaccurate, unverified news sources, that can quickly spread misinformation and deepen divisions”, as did Bezos in his communiqué, is not the right strategy. You don’t mudsling your ex’s latest flame as means of winning back their heart. Another misstep in the billionaire’s Op-ed is the assertion that the finest journalists at The Washington Post “deserve to be believed.” Trust is earned. It is not a birthright. Washington Post and its ilk need to work their way back into people’s hearts. There are no shortcuts. Building credibility is hard. Rebuilding credibility is multiple times harder. Those that have dated, broken up and made up can attest. https://lnkd.in/djnwBQtm

"Is this press release newsworthy?" This is a crucial question to consider before sending any news to the wire. While a press release or pitch may be important for your organization, that doesn’t necessarily mean it merits media coverage. Evaluate your press release against the core news values to assess whether your announcement is truly newsworthy and estimate the coverage level it might receive. It should meet most of these criteria to capture a reporter's interest. Curious about the core news values? Read on to discover what they are.

🚨 Have you checked out Cision's 2024 State of the Media Report yet? 🚨 For over a decade, Cision’s State of the Media Report has been the trusted voice for public relations and corporate communications professionals worldwide, offering a clear window into the challenges journalists face and the best ways for media relations teams to navigate them. This year's report surveys over 3,000 journalists from around the globe and provides actionable insights on: 🎯 What really grabs journalists' attention 📡 The most effective channels for reaching the media 🛠️ Resources that boost PR teams’ earned media coverage 💡 How to craft the “perfect” PR pitch With the rise of AI 🤖, shifting audience behaviors 📉, and industry changes, understanding the media landscape is crucial for building stronger relationships and amplifying your brand story. 🔗 Download the report now and explore the key takeaways: https://lnkd.in/g68hxfmG #MediaRelations #PublicRelations #PRInsights #Cision #StateOfTheMedia #2024Report #Journalism #CorporateComms

🚨 Major shift in media trust! 🚨 The Washington Post just lost over 200K subscribers—about 8% of its readership—after blocking an endorsement for Kamala Harris. This highlights how our media choices shape the information landscape. Don't leave your news consumption to chance; take control! 🌟 Read the full story and join the discussion! 📖 #News #Media #Informed #Trust #Subscriptions #USA #LatAm #Trends #CurrentEvents #Digital #Spanglish #Empoderados #Noticas #Informate #DecideBien #Vamos #MediaTrust #NewsAlert #CurrentEvents #InformedCitizens #MediaBias #DigitalNews #Business

A GUIDE ON PRESENTING AN EFFECTIVE INSTITUTIONAL FRIENDLY MEDIA REPORT Even if I'm a thief, a drug addict, a hooligan, or anything society frowns at, I will never want to be described as such, neither in public nor in private; though fully aware that no lies are being told about me. I'll protect my "REPUTATION" at all cost. As it is to us humans, so it is to institutions! For journalists, "Bad News" is news; but for PR persons, it is "Good News" that is called news. Therefore, as PR persons, we should always be in a position to maximize the "Goods" and minimize the "Bads" because we are PR persons not journalists, though we have journalistic training. As a management function, we need to be giving step-by-step update to our senior management on the planning process of every program or activity we want to undertake. For the past years I have been working as a Media Officer in the Sierra Leone Police, one lesson I have learnt is that, we should not wait until things go haywire. Continual step-by-step update and counsel to management on what is happening, what has been done, what is still hanging, and the standing challenge(s) are essential tools in managing our institution's reputation. When covering our stories in the Sierra Leone Police, the Media & Public Relations Unit usually tailors the angle to capture: - how deployments are being made - how many personnel and from where they are provided (though never specific) - whether escort is provided (to whom and from where to where) - how long the duty last or will last etc. The stories are always built covering our contribution towards the success of a particular operation, program or activity. Footages are also another important tool in building a positive image/reputation for our various institutions. For us police media officers, our footages always capture police presence in "active security mood". During any indoor or outdoor activity, the cameraman/camera operator should position herself/himself where she/he could be able to capture a very wide angle of the location giving prominence to authorities in the institution. The people should not focus on the camera; they must be busy with what they do. You free to add your tip in the comment section!