Lo-fi, genuine and fast: The ‘socialisation’ of news and professional communication
The way people consume and engage with news and media is evolving rapidly, with major implications for business leaders and professional communicators.
Most of us now prefer to engage with media – and the organisations we care about – on the go, on our mobile devices, via social media, and on our own terms.
News outlets are responding to these changing habits by embracing social-led and mobile-first strategies. Vertical, mobile-friendly new videos are becoming the norm, as seen with the launch of Daily Telegraph TV (DTTV), which aims to make news stories more accessible and engaging for mobile users. Australia’s national broadcaster, the ABC, has also recently revamped its news website including a new ‘social-style’ template which shares ‘trending’ articles on the homepage in the format of Instagram posts.
Speaking with an editor of one of Australia’s leading news websites recently, a key driver for the move to shorter, mobile friendly video content is not only audience behaviours and preferences (“it’s what people want”), but also the fact that the technology available on most phones now allows for high-quality video content to be shared quickly.
Meanwhile, business and political leaders are increasingly adopting ‘lo-fi’, visual approaches to communication, mirroring the style of social media influencers. Prime Minister Anthony Albanese, for example, recently shared messages about tax reform in the vertical selfie video style of a TikTok creator (including holding headphones as a microphone and using green screen effects). Similarly, US Presidential candidate Kamala Harris is leveraging meme culture and TikTok to connect with younger audiences.
This shift highlights several key considerations for business leaders and professional communicators. Firstly, there is a demand for speed and direct video communication, alongside a growing pushback against overly slick or produced content.
In addition, content that is genuine and feels more ‘real’ is more likely to resonate, cut-through and be shared online. These considerations extend beyond the format of content (i.e. social-media style videos) to the timing, tone and style of professional communication, which is becoming increasingly shorter, sharper, less formal and more conversational. One example comes from US Presidential candidate Kamala Harris, who recently issued an 85-word, bullet-pointed media release.
Despite these shifts it’s important to remember the primacy of substantial communication and ‘professional news’ in setting the agenda, driving conversations and influencing opinions. According to the latest research from ACMA, despite social media being the only channel to see more Australians choosing it as their main news source (20%), professional news media outlets (69%) are the most popular sources of news on social media, and TV and online news remain the most popular primary news sources.
With all of this in mind, to better reach and influence your audience, consider the following:
Move fast: The news cycle moves fast – so you need to as well. Journalists are under pressure to deliver multiple stories, in multiple formats every day. Being relevant means being agile, moving quickly, and being prepared to share your opinion.
Add value to current conversations: Share new data, insights and perspectives that genuinely add value. Don’t just talk about yourself or your organisation; engage with the latest news, issues and what’s happening in culture. Facilitating third-party voices, including sharing real stories is also valuable.
Be authentic and concise: Communicate simply and in your own style. Ensure your messages are short, sharp and to the point. You now have seconds to capture people’s attention before they move on. Clarity and brevity are crucial.
Communicate visually – and use video: Use simple visuals to enhance your communication and add to your story. Audiences and news outlets want video. Share short videos in your voice and avoid overly scripted content as much as possible.
Understanding and adapting to the changing media landscape is essential for achieving impact through communication. By embracing authenticity, being concise, adding genuine value, and being agile in your communication strategies, you can maximise your impact. Importantly, this doesn’t need to involve an exhaustive timeframe or large production and promotion budgets. You can have a big impact quickly by being smart and executing boldly.
If you’re seeking a media and PR strategy that delivers real impact, we’d love to help.