38% of people avoid the news according to a new report from Reuters Institute. This is up 9% in the last seven years.
How we consume news, and what we think about it, is changing. Many actively avoid big news stories like COVID-19, the war in Russia, and the cost-of-living crisis, with over a third of people saying the news lowers their mood.
News avoidance is especially high in younger audiences, who ‘often pay more attention to influencers or celebrities than they do to journalists, even when it comes to news.’ In an era where information is not only readily accessible but also incessantly pushed at every turn, the sheer volume can lead to feelings of being oversaturated and overwhelmed.
“Large numbers of people see the media as subject to undue political influence, and only a small minority believe most news organisations put what’s best for society ahead of their own commercial interest,” wrote Reuters Institute Director, Rasmus Kleis Nielsen, in the report.
How to get your business seen and heard
It doesn’t matter how great your news, product or strategy is if people are actively avoiding news outlets then your audience won’t hear it.
So how do businesses reach people who are looking the other way?
Go to where your audience is. While people may be avoiding some traditional forms of news, adults spend nearly a third of their day consuming TV and online content according to Ofcom, that’s a daily average of five hours and 40 minutes.
Where you say it
Affiliate your business with a relevant platform or company that your audience already trusts, this may not be a news outlet but rather somewhere people go for entertainment and information. You’ll have the attention of your audience as well as helping to create trust and credibility.
Podcasts
A rise in podcast listeners means debates and appearances on your audience’s favourite shows are a great way to be heard, tell your news and be seen as an expert in your industry.
Popular updates
Blogs, influencers, and social media communities have become trusted sources for many people as they can be handpicked based on their interests. Information provided is often concise, easily digestible and familiar when compared with the more extensive coverage found in some traditional news sources.
This is especially relevant as attention spans have gotten three times shorter over the last 20 years.
Newsletters
Newsletters can be a great way to reach people straight to their inboxes, either curating your own or being a guest on others.
How you say it
So you’ve found how to be seen by your audience, but how do you get them to hear you?
Provide useful and honest information and engage with them meaningfully. Present news with answers or balanced perspectives rather than resorting to sensationalism.
Since many people are avoiding the doom and gloom prevalent in traditional news, focus on storytelling and evoking emotions. Don’t underestimate the power of entertainment to break through the noise.
Need help to be seen and heard in an ever-changing media landscape? Chat with us and we can work with you to plan your strategy and help maximise your potential.
Read our next blog on: Does PR still have value in the age of performance marketing (bclear.co.uk)