Author: Hannah Albone

Talk to any journalist or PR they’ll say the same thing: the media landscape we knew is changing. Fake news, AI generated content, less publications, and influencers with podcasts and huge fan bases have shaken things up. When the biggest media interviews in the US Presidential election weren’t with traditional outlets, but with podcasts, you know the rules are being ripped apart. 

There is a need for trusted, concise and balanced voices in the media landscape. Journalists who offer well researched, insightful and unbiased news and investigations have more power than ever. Wading through clickbait, AI, and unsubstantiated claims means these voices of clarity and fact stand out more. 

Journalists can be considered influencers in their own right. This has always been the case for some of the biggest names in the media – Emily Maitlis and Robert Peston are just some journalists who have established followings. People want to hear the news from them, follow their stories and hear their reports. 

Sports reporters and reviewer journalists have traditionally had more of a personal following than those reporting pure news – partly because these topics are more subjective and opinion based.

Whether any journalist would see themselves as an influencer is debatable, but it’s undeniable that they have a similar level of power.

JOURNALISTS CAN BE INFLUENCERS – BUT CAN INFLUENCERS BE JOURNALISTS?

It’s not a straightforward answer. Some influencers, who share news, do their research and make sure they offer facts and insights to their followers backed by credible sources. But it’s equally easy for those with extreme views to get onto platforms and be heard. 

Trust is the key word here. Influencers are trusted by those who share their values and beliefs; they have the ability to make you feel like you belong. They are after all ‘just like us’. 

Journalists tend to have more credibility than influencers, which can be attributed to trust levels. A journalist reports the facts; the truth, based on the information they have been able to gather from reputable sources.

The difference is a journalist is more likely to want to tell a good story, rather than tell a story about themselves or offer up their unchecked opinion.

Influencers are not held to the same standards as journalists. There is no chartered body for influencers or code of ethics. There are no doubt influencers out there who work hard to make sure the content they provide is fact checked and sound – but there are also many who don’t. When it comes to news, this can be a breeding ground for dangerous, misinformed ideas. 

Journalists of all levels of seniority, not just those on high ranking national platforms, have started to embrace influencers’ techniques to build their audiences and voice. Journalists are using social media to build a wider audience, targeting stories and areas of interest to them.

YouTube, Instagram, TikTok and Substack are all places where people find and consume news content nowadays. Journalists are tapping into this to not only share their work, but to reach audiences who might be disengaged with traditional media like newspapers. Ofcom reported that more than half (52%) of UK adults use social media to catch up on the news. For those aged 16-24, this jumps to 82%. 

Having increased presence on alternative platforms outside of a news report or article means more people see their work. For those fighting misinformation and disinformation, the wider they can get an accurate and factual message out there, the better. 

The rise of the ‘news influencer’ is an interesting middle ground between journalist and social media influencer. Using social media accounts to share news and actively engage with breaking stories – without being attached to any specific publication – means they are able to report without bias or agenda. 

As news platforms are more fractured, journalists are increasingly working in a freelance capacity. Being extra visible means they’re more likely to be commissioned or be successful in pitching articles. Having a social media following will likely boost the views on their articles, making them more appealing to publications who’re trying to drive site traffic and clicks. 

For PR, it opens a potential new avenue for placing content. Pitching to freelance journalists is already standard practice, but assessing if there is an opportunity for pieces to go to journalists with an influencer slant could be a new way of broadening the reach of coverage. If a niche journalist shares an article with their engaged Substack audience, shouldn’t that count just as much as a traditional publication? 

At STORY, our relentless value means we don’t give up on a story and we diversify where we can. So whether it gets placed in a paper, read out on the radio or featured in a Substack newsletter read by thousands, we use our experience and expertise to make sure the stories that matter get heard and read by the right people.