Where once a handful of editors and trusted outlets shaped public discourse, today’s media environment is shaped by algorithms, AI, creators, and real-time content shared by everyday people. The result? Audiences are overloaded. Credibility is under pressure. And the challenge for brands is no longer just visibility — it’s earning trust in a constantly shifting landscape.
Two years after the release of The Art of Placing a Story in the News-You-Can-Choose Media Environment, HAVAS Red returns with a follow-up global white paper: A New Age of Influence: Navigating the News You Don’t Choose.
This latest publication unpacks the major shifts redefining journalism, media engagement and communications strategy — and what brands need to do now to remain relevant, credible and connected.
(Source: Reuters Institute)
With audience trust in institutions and media at a low ebb, brands must lead with integrity. That means transparent, values-driven storytelling and a commitment to accuracy — across every platform and channel.
Audience-first platforms and AI engines now determine what content we see, sidelining traditional editorial control. In this new era, communications strategies must work with — not against — algorithmic gatekeepers.
Smartphones have turned everyday people into frontline reporters. But with this democratisation of content comes the risk of misinformation. The challenge for brands? Responding quickly and authentically while reinforcing truth and context.
Shrinking newsrooms mean fewer journalists with deep subject-matter expertise. For communicators, that presents both a gap and an opportunity — to become credible sources and help rebuild depth in public discourse.
As ad revenues decline and paywalls rise, publishers are exploring new models. But audience fatigue is growing. Brands must consider how they can support quality journalism — and create value-driven content of their own.
The white paper serves as both a reality check and a roadmap for communicators. In Australia, where media consolidation, social platform dominance and shifting public trust mirror global patterns, these insights are especially relevant.
Whether you’re leading PR for a brand, shaping public messaging for government, or building an integrated communications strategy, the key takeaway is clear: This is a moment to evolve.
Success in this new media age depends on more than reach. It demands cultural intelligence, credible storytelling, and a deep understanding of how influence is built — and sustained — in an attention economy.
Download the white paper: A New Age of Influence: Navigating the News You Don’t Choose
Contact the HAVAS Red Australia team to discover how we’re helping organisations lead in a rapidly evolving media landscape.
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HAVAS Red
