We all know the news cycle can feel bleak and depressing.
But are you aware it is causing record numbers of people to avoid the news?
A new report shows around four in ten adults “now say they sometimes or often avoid the news”.
That’s the highest level of news avoidance since the Digital News Report by the Reuters Institute for the Study of Journalism began in 2012.
In the UK, the proportion of people saying they actively avoid the news stands at 46 per cent.
As recently as 2017, that figure was 24 per cent.
So, how worried should we be about this news avoidance? What does it mean for PR and comms strategies?
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Well, before we explore those questions, let’s look at more of the report’s key statistics.
While the news avoidance figures in the UK look grim, it is worse in other countries.
Of those included in the survey, Bulgaria (60 per cent) and Greece (59 per cent) topped the news avoidance league table. And Finland is the only country not to see a long-term decline in news interest.
The report suggests that news avoidance in the UK is more common among women, with just over half saying they avoid it compared to 41 per cent of men.
The report quotes one UK woman as saying: “World news is far too depressing at the moment with most news channels reporting on the same things.”
Another stand-out statistic is that as well as people avoiding the news, there is also a declining interest, with a fall from 70 per cent saying they were extremely or very interested in news in 2015 to 38 per cent this year.
Perspective
So, the report makes for some uncomfortable and concerning reading.
And the statistics are undoubtedly attention-grabbing.
But it is vital not to lose sight of the fact that while news fatigue is increasing, most people are still consuming news.
There remains a massive audience for your stories on TV, radio, print and podcasts that you cannot afford to overlook – more than 50 per cent of UK adults.
And remember that other reports paint a different picture to this one.
Ofcom’s 2023 News Consumption in the UK report showed 96 per cent of adults “consume news in some form”, with TV remaining the most-used platform.
BBC News output across all its channels reaches 73 per cent of all UK adults.
So, this is not the time to press the panic button and reset your entire comms and media strategy. Telling stories through the media should remain at its heart.
It may just need some tweaks.
Hope
The news can be tragic, depressing and relentless.
From a global pandemic to endless conflict, climate change and lots of politics, it can feel like every notification on your phone, bulletin or headline is terrible news.
Another person quoted in the report, said: “The sheer volume of information is overwhelming. We can be left feeling helpless in the face of another remote disaster, leaving you feeling guilty and impotent.”
It’s a feeling that will be relatable to many.
To counter the news avoidance, fatigue and numbness that can come with endless doom and gloom, we need stories that give us hope and optimism and cut through the negativity.
Positive stories provide relief from the rest of the news. They can entertain, inspire, uplift, educate and give people something to believe in.
And newsrooms want them.
One of the more unexpected stories that gained my attention recently was about sharks testing positive for cocaine, complete with the memorable Sun headline ‘We’re going to need a bigger note’.
During our media training courses, we use the TRUTH model to describe what makes something newsworthy. As a reminder, it stands for Timely, Relevant, Unusual, Trouble and Human.
Stories that tick the unusual box or contain that crucial human interest are often positive and can help regain the interest of those turning their backs on the news. As we stress during our media training courses, people are naturally curious, and they love stories about other people.
And those stories that include the Trouble element can also be positive when they offer a solution to a problem people are experiencing.
More than media
Traditional media remains a great way to reach your audience despite the headline statistics in this report.
But there are more and more ways you can reach the people you want to target.
The report this blog is based on has got traditional media coverage.
But interestingly, the report is supported by a podcast series that explores different parts of the findings and offers additional insight.
That’s a great way to reach more people - and showcase the abilities of your media spokespeople.
Many podcasts are now filmed, and the content is shared on social media channels.
Other ways to reach more people with your stories include livestreams, webinars and masterclasses – things that, along with podcasts, we can help you create.
And blogs like these, which we also turn into podcasts.
They all have the potential to amplify what you want to say.
Time often feels like it is in short supply. Would it help if you were given a helping hand with your time management and prioritising your workload? Join us at 11am on Thursday 8 August as we explore better time management with our friends from The BCF Group.
Influencers
Social media offers a range of voices, views and opinions.
And some accounts are hugely influential.
Younger audiences in particular pay more attention to influencers, celebrities and social media stars.
And channels like TikTok have become increasingly influential.
They don’t just appeal to news avoiders – they offer a wealth of content that can take people away from traditional channels.
So, targeting the right influencers can be a crucial way of increasing cut-through and reaching different audiences.
If people they trust share your content, it will boost your voice and credibility.
Media First are media and communications training specialists with over 35 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
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