October 25, 2023

Social Media Uncertainty Persists as Platforms Face New Pressures

Meta is being sued by a bipartisan coalition of 42 attorneys general who claim their platforms are designed to maximize use among minors, regardless of harm. New polling data indicates more than half of teens spend nearly five hours a day using social media. X, formerly Twitter, is launching two paid premium tiers in an attempt to increase revenue as the company struggles to become profitable.  

Social media platforms are leaving news behind. While LinkedIn lately has cultivated its editorial capacity, other companies have reduced reliance on news content for traffic. Amid a wave of digital misinformation, credible news sources are becoming harder to identify. X has removed the New York Times account’s ‘gold badge’ verification, creating confusion about the outlet’s online authenticity. Recent events are a reminder that the days of the Friday news dump are over, as social media can amplify information at any time.

Cratering Confidence in Media Magnified by Digital Downsizing

The U.S. public’s confidence in media has dropped to an all-time low, matching 2016 levels—only 32% trust that news is reported accurately. As newsrooms look to secure more subscribers, evidence suggests proactively engaging audiences can raise revenue. To turn the tide on fading credibility, newsrooms can increase trust by expanding transparency.
 
The ever-changing media landscape continues to take a toll on the news business. In the past three decades, the number of newspaper employees has cratered from 455,000 to fewer than 90,000. Signs suggest a digital news divestment, as well. Google News is the latest to downsize, cutting up to 45 jobs. Longtime blogging site Jezebel is up for sale by publisher, G/O Media.

Worker Wellness Begins with Better Communications

While the ways of work are changing, the elements for success have stayed the same. Authentic internal communications are essential—a recent study found ineffective internal communications are costly for employers. Studies also underscore the importance of leader communications, which lead to higher worker satisfaction and wellbeing.

Building strong internal communications requires organizational intention and engagement. To establish a sustainable framework, PR firms must internally implement what’s often provided for clients, like conducting a communications audit and developing research-informed messaging. Stronger workplace communications can help employees set better boundaries and improve wellness.

Sequence Summaries: Social Suspense, Media Mistrust, and Workplace Wisdom

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October 18, 2023

Tech Scrutiny Sustained by Legal and Public Pressure

Tech companies are being tested amid trials and turbulence. As tech titan Google navigates the biggest antitrust trial in decades, media coverage of the proceedings have been minimal. A multi-outlet effort led by The New York Times is seeking to unseal key information in a new motion filed with the court.

Despite record engagement and continued user growth, LinkedIn is laying off more than 3% of its global workforce. The 668 job cuts are the latest move in a larger restructuring that reflects the platform’s increasing reliance on AI. Renewed efforts targeting TikTok are gaining steam after reports surfaced of forthcoming legislation that would give the Commerce Department authority to regulate the app. X, formerly Twitter, continues struggling—the platform has lost nearly 12 percent of its users since Elon Musk took over.

Longstanding Norms Challenged as Newsrooms Adapt

As publications and the public adapt to a changing media landscape, new news norms are emerging. College journalism is thriving with more students producing noteworthy stories—from university investigations to state government coverage. While some social media companies have moved away from news, Microsoft-owned LinkedIn has leaned in heavily, with more than 250 editors and writers creating original content.

Amid an array of challenges to longstanding speech norms, the U.S. Supreme Court has maintained a legal precedent that limits the latitude of public officials pursuing defamation claims. Advances in technology and shifts in the labor market have meant less active newsrooms with more reporters working remotely.

Remote Work Debate Not Dying Down

Months after return-to-office mandates, the back-and-forth over remote work is far from over. Employees are seeking more flexibility as employers aim to keep more workers in-office. New polling found more than two-thirds of CEOs leading large companies are looking to revert to pre-pandemic office attendance. Recent research also reveals employees are more likely than ever to leave jobs without flexible options.

While flexible schedules benefit workers, data suggest remote options also boost employer bottom lines. A 2023 global study found 72% of employers with remote international teams reported increases in productivity. Rising costs have made office attendance more expensive for workers. A new study shows that U.S. employees who have returned to office work five days a week spend an average of $51 each workday.   

Sequence Summaries: Tech Trials, News Norms, and Remote Realities

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October 11, 2023

Misinformation Spreads Rapidly After Tragedy   

It’s becoming more difficult to distinguish objectivity from opinion in news coverage, and misinformation has made matters far worse. Following recent tragedies in Israel, media members raced to frame events as facts were still coming in. Social media was a source of false video footage, racking up hundreds of thousands of views on X, Facebook, and Instagram.  

X, in particular, has been a primary platform for misinformation to thrive. With paid accounts promoted in news feeds, users were fed unverified information about the emerging conflict in real-time. X’s rollback of trust and safety teams also meant less fact-checking of false information. Elon Musk himself urged followers to monitor accounts that were later shown to feature hateful commentary. European officials have issued a warning to Musk, citing the new Digital Services Act.

AI Tools and Regulatory Efforts Continue Expanding

Despite data suggesting growing public skepticism, AI keeps expanding. Morgan Stanley has projected more than 40% of the labor force will be impacted by AI over the next three years. Major studios, including Disney, are leveraging AI to supplant human visual editors. LinkedIn has announced new AI features, including a job recruiting tool and ad campaign builder.

Efforts to regulate AI are expanding along with the emerging technology. As part of the recent Writer’s Guild of America agreement, AI-generated writing cannot be considered as source material. News media organizations are accelerating lobbying efforts to mitigate AI’s impact on the industry. The News/Media Alliance, which represents more than 2,000 publishers, organized more than 80 meetings with lawmakers to discuss AI regulation.

Corporate Communications Still Critical Despite Public Fatigue

Attitudes about outspoken businesses are changing as executives assess ongoing communications. Overall, fewer Americans believe businesses should take a public stance on issues, down significantly from a year ago (Gallup). Data suggest executives may need to shift focus from external to internal communications as more employees expect clarity and conviction from leaders.

Recent research confirms that communicators are gaining ground in the executive C-suite. A new Edelman report reveals more than 90% of communications heads are engaged by leadership to craft business strategy. The report also indicates communications is becoming more centralized, breaking apart from other departments like marketing and legal.

Sequence Summaries: Misinformation Mess, AI Expansion, and Corporate Comms

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October 4, 2023

Strong Teams and Innovation are Essential for Agency Success

Public relations agencies are encountering obstacles as they adapt to new ways of working. More than half of firms recently surveyed reported a decrease in new business opportunities compared to the previous year. Retention remains a challenge as more employees are looking for employers to exhibit empathy and emotionally intelligent leadership.

Agencies can cultivate stronger work environments by increasing transparency and rethinking the PR status quo. Emerging technology also can help more agencies measure success with actionable data. To solidify long-term success, agencies should invest in building strong teams that can articulate a clear vision.  

Audience and Economic Shifts Impact Journalists

Changing media professions and preferences are transforming journalism. New survey data suggests young newsmakers are more motivated by purpose, with majorities focused on exposing injustice and fighting disinformation. The lines between journalist and creator also continue to blur—many Gen Z audiences prefer personalities over news outlets for obtaining information.

Economic uncertainty and a shifting media landscape are impacting the viability of longstanding journalist networks. Young journalists, who face increasing financial anxiety, are foregoing membership fees. The Society of Professional Journalists has seen finances and membership plummet as more journalists favor niche groups over national networks.

Organizational Success Requires Coherent and Consistent Communications

Good communications are essential for success in every organization during times of crisis or calm. With cybersecurity risks more prevalent, companies should create proper protocols to communicate when infrastructure goes awry. This includes establishing alternative channels to communicate both internally and externally.

Communications leaders play a key role in improving cultural cohesion across organizations. As more communicators are elevated to executive counsel, their roles are increasingly critical for gaining perspective. New communications leaders should connect with employees at all levels within an organization to inform messaging.

Sequence Summaries: Agency Obstacles, Journalist Adjustments, and Organization Importance

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September 27, 2023

Expanding Equity Requires Intention and Consistency

Despite public promises, many media organizations have failed to deliver on diversity, equity, and inclusion. To make a measurable impact, more newsrooms, agencies, and funders must act intentionally and consistently. Creating employee affinity groups, fostering mentorship, and providing clear pathways for advancement can establish an equitable environment for agencies.

Research indicates philanthropic dollars committed to Black, Indigenous, and people of color-led media organizations are often siphoned off to intermediary groups. More news outlets are recognizing that authentic audience engagement begins with staff that represent the communities they serve. Cultural consultants are increasingly in-demand as communicators aim to produce appropriate content.

Social Media Platforms Address New Policies and Protocols

An ever-changing social media landscape is shifting with new policies and protocols. X, formerly Twitter, is moving toward a monthly payment system for all users—a policy that could drive more away from the struggling social media platform. Newcomer Threads is underperforming Meta’s expectations as the app continues to undergo improvements. LinkedIn has benefited from competitor missteps with record engagement and a growing user base.

Congress and courts are reining in social media platforms with litigation and regulation. Momentum continues building against TikTok—18 state attorneys general are urging a federal judge to reject challenges to Montana’s statewide ban of the app. The U.S. Supreme Court has extended a lower court’s decision to limit social media companies’ contact with federal government officials.

Efforts to Combat Misinformation Impeded by Litigation

As misinformation becomes easier to produce and proliferate, public and private groups are becoming less empowered to combat it. Organizations tasked with tracking election misinformation, such as Stanford’s Election Integrity Partnership, are scaling back efforts amid ongoing litigation. Facing regulatory pressure, the National Institutes of Health has suspended a program that flagged false medical claims on social media.

Although misleading messages are harder to manage online, new legal precedents may deter cable news media from intentionally broadcasting falsehoods. Following Fox News’ record defamation payout, Dominion Voting Systems is suing Newsmax for $1.6 billion in a trial that will begin next fall.

Sequence Summaries: Equity Intention, Platform Policies, and Misleading Messages

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September 20, 2023

Workers and Companies Remain Cautious Amid AI Implementation

After months of nonstop media coverage and widespread implementation, the long-term implications of AI are still unknown. While many have not made up their minds about the emerging technology, public perceptions and performance are being shaped by new data. The latest Gallup polling show growing fears of job loss, with 22% of workers worrying their position may become obsolete.  

AI analyses are unveiling new information on workforce implementation. A new Boston Consulting Group study suggests higher-performing workers have less to gain from AI, but below-average performers can benefit substantially. In PR, more agencies are embracing AI to tackle tasks that require massive data evaluation, like tracking social media sentiment. Many companies remain cautious with ongoing evaluation before implementing AI into business practices.

Newsrooms Turn Nonprofit and Local Outlets Look to Build Trust

Local newsrooms across the country are undergoing significant transitions as media norms and structures continue shifting. The Colorado Sun, launched by ex-Denver Post reporters, is embracing a new nonprofit model. Increasingly, smaller news outlets are relying on philanthropy as funders expand media grantmaking. Some are calling for philanthropy to go further by buying up national news chains and returning outlets to local ownership.   

News consumption studies are providing insight into the latest platform preferences. While more Americans are getting their news from social media, television remains a popular option—primarily for local reporting. In Oklahoma, evidence-based practices are helping local outlets reach more audiences by building trust and expanding transparency in reporting.
   
Executive Expectations Elevate Opportunities for Communicators   

Changes in office arrangements and the essentials of work are driving new employee expectations.  Along with authentic leadership, more entry-level workers are looking for companies to communicate clear direction and purpose. Data suggest organizations must better prepare executives for leadership positions—a new poll found only 17% of PR managers received formal management training.  

Renewed interest in leadership is elevating opportunities for communicators. A new report reveals more communicators are reporting directly to company CEOs as they assume additional responsibilities. Searches for senior-level communicators are also on the rise as companies see increasing value in reputation management.

Sequence Summaries: AI Updates, News Notices, and Executive Emphasis

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September 13, 2023

Regulators Go After Google and Amazon

In the wake of transformative technology sweeping society, more companies are facing criticism—and potential legal consequences. The biggest tech antitrust trial in decades kicked off this week as the U.S. Justice Department takes on Google, accusing the company of monopolizing the search engine market.

New reports indicate the Federal Trade Commission is close to filing an antitrust lawsuit against Amazon. The regulatory body could potentially break up the retail behemoth’s trillion-dollar business, which critics have called a monopoly. Meta is following Amazon’s footsteps with its return-to-office mandates, recently requiring workers to attend in-person at least three days a week.

More Insights on Media and Employee Engagement

Research suggests that young people may be more engaged with news than previously thought. Data from the Medill School at Northwestern University show that nearly one-third of teens encounter news daily and close to half view local TV news weekly. In social media, a new analysis suggests Meta’s Threads is catching on with college students as X looks to recover from its post-Twitter stumbles.

More employees want to hear from leadership through authentic communications. A new GE-Ipsos poll found that 40% of entry-level employees do not have confidence that CEOs are demonstrating company values, and the divide in perceptions between junior and executive staff remain significant. Overall, employee satisfaction has stalled since 2020 and declined drastically over the past year.

Audiences Prepare for Non-Stop Political Coverage

As the 2024 U.S. political season ramps up, coverage and content are already shaping races. Over the past few cycles, traditional polling has missed the mark with less reliable data that’s skewed coverage. Despite these inconsistencies, there’s little evidence that ‘horse race’ coverage will cease.      

With more people disengaging from political news, recent research indicates news outlets may not be to blame. A new study suggests non-news websites expose people to more political content than news sites. Social media, where growing numbers get political information, will see additional advertising this cycle. Google announced advertisers must disclose whether their content has been modified or generated by AI.  

Sequence Summaries: Tech Trouble, Survey Studies, and Political Pivots

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September 6, 2023

More Americans Support Unions as Work Continues Changing

Unions are seeing strong support from Americans across the board, according to new research and polling. Two-thirds of Americans approve of labor unions and rising numbers perceive their influence as increasing (Gallup). Young people are among the most ardent supporters, with nearly 90% of people under 30 viewing unions favorably (GBAO Strategies).  

While hybrid work arrangements normalize, workers and management remain at odds over return-to-office requirements. Newsroom unions are prioritizing remote work in negotiations with management at outlets from The New York Times to The Wall Street Journal. Amazon continues to emphasize in-person work—CEO Andy Jassy has doubled down on recent warnings to employees ignoring company mandates.

Some Signs Suggest AI Losing Support

There’s no shortage of AI implementation as companies race to capitalize on the growing technology. But as artificial intelligence expands, signs of pushback are taking shape. Some media companies, including CNN and The New York Times, are restricting large language models like ChatGPT from training on published online content. The Columbus Dispatch in Ohio is scaling back generative AI after facing criticism for its machine-generated sports coverage.

New reports suggest public interest in AI may be waning. Despite widespread media coverage, most Americans have not used ChatGPT and few think it will significantly impact their jobs. Many tech companies have yet to see AI gains—Microsoft’s revamped Bing has not affected search engine market share.

After Brief Lull, Advertising Appears to Accelerate

The advertising industry is preparing for unprecedented growth amid economic and technological shifts. Ad spending is projected to top $1 trillion globally next year as tech companies move into new markets. Both Meta and Google recently reported higher earnings than expected, elevated by increased ad impressions.

While social media ad revenue has largely rebounded, it remains underwhelming for the former Twitter platform, X. The company has seen sustained declines with departed advertisers citing content concerns. Elon Musk has publicly blamed the Anti-Defamation League for lobbying advertisers to leave the platform over unmoderated content. To increase revenue, X is lifting its ban on political advertising.

Sequence Summaries: Labor Lessons, Machine Malaise, and Ad Expansion

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August 30, 2023

Europe Implements Digital Services Act as U.S. Regulatory Efforts Gain Steam

Tech firms are facing potential fines and investigations as governments ramp up regulation. The Digital Services Act, now in effect across Europe, requires companies to provide algorithmic and content moderation transparency. In the U.S., child advocacy groups are asking the FTC to investigate Google for YouTube targeting kids with personalized ads.

Regulatory efforts in Europe could be influencing U.S. policymakers. A bipartisan effort to establish a new digital governing body is gaining steam. The proposed Digital Protection Commission would work with the FTC to oversee company mergers while focusing on expanding user data protections.

Dangers of Disinformation on Full Display, From Disasters to Digital Manipulation

A new political season is bringing increased attention to the dangers of disinformation in the U.S. and around the world. To protect against political misinformation, audiences should evaluate political rhetoric closely. Meta recently took down nearly 8,000 Facebook accounts linked to Chinese law enforcement spreading disinformation about U.S. politics and Covid-19 origins.

The spread of misinformation on social media is likely to spike following a major crisis, according to researchers from Stanford University. Local officials in Maui have spoken out about harmful conspiracy theories that have proliferated following coverage of the Lahaina wildfires. A developer has demonstrated the ease of building AI disinformation machines using cheap and accessible technology.

As Philanthropic Media Funding Increases, Ethics Questions Emerge

Shifting media markets and reduced newsroom resources have left news operations looking for additional financial support. A new report from Media Impact Funders reveals more foundations are funding journalism over the last five years. While philanthropic funding for journalism is not widely studied, it’s estimated philanthropies provide nonprofit news outlets up to $150 million each year.

With increases in media aid, questions of ethics and disclosures have emerged. Surveys show only 14% of for-profit publishers disclose all their donors, while nearly one-third of nonprofit media organizations reveal theirs. Significant portions of for-profit newsrooms have received grants from large tech organizations, including the Google News Initiative and Meta.

Sequence Summaries: Digital Decrees, Disinformation Danger, and Philanthropic Funding

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August 23, 2023

Twitter Overhauls More Than its Brand with New ‘X’ Changes

Along with a controversial rebrand, significant changes are shaping X—the social media platform formerly known as Twitter. The ability to block followers is being discontinued, a move coming weeks after the disbanding of Twitter’s trust and safety team. A new analysis suggests certain outbound traffic is being throttled by X, with delays to select websites like Facebook and The New York Times.

News on X will appear drastically different as headlines will be removed entirely from stories shared on the platform. X will no longer offer ads that allow users to follow accounts within promoted posts. New reports suggest the social media company has struggled to lure departed advertisers back to the app.

Brands Still Prioritizing PR Agencies for Pitching and Media Support  

Recent research and data are shedding new light on the public relations industry. Muck Rack’s State of PR 2023 report reveals brands primarily rely on agencies for pitching and product launches. Public relations pros at both brands and agencies are spending significant time on media relations—and across the sector, stakeholders are looking for more measurable results. 

An uncertain time for the PR industry is ushering in new ways of doing business. Nearly three-quarters of PR leaders surveyed say AI will reduce workloads, potentially altering billable hour agreements. To demonstrate value, consultants must reassess their approach to everything from time management to thought leadership.   

Communicators Face Growing Audience and Industry Challenges

As media use increases, audiences expect more information from institutions and organizations. Communicators are looked to convey the latest, but a list of growing expectations present challenges. More teams are being tasked with internal communications on top of overseeing external public relations, with larger reputational risks than ever before.

Challenges abound for a media industry adapting to generational shifts in news consumption. Studies show younger people prefer to get their news from personalities over journalists and traditional outlets. Labor battles are continuing with Washington Post union members close to walking out amid ongoing contract negotiations. Press freedom is also increasingly at risk, with many journalists facing legal action for their reporting.              

Sequence Summaries: ‘X’ Changes, PR Perceptions, and Communications Challenges

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