A surge of independent journalists, political polarization, and the lowest trust in news media in five decades have led to consumers curating their own news feeds. New Pew Research findings shows that defining news has become a personal, and personalized, experience. Consumers decide what news means to them and which sources they turn to based on a range of factors, including their own identities and interests.
Their choices are creating a vast personalized news ecosystem.
Algorithms personalize news feeds based on user preferences and behaviors. Social media and news aggregators have become primary news sources. One-in-five Americans now regularly get news from social media influencers, who are mostly men and lean to the right.
Artificial intelligence is being deployed for news generation and curation. As AI pulls from partisan creators and independent journalists, those perspectives will covertly influence the way news recaps are represented.
Professional communicators made significant investments to adapt to the digitization of news. Evolving practices to prosper in the era of personalized news must be a priority, along with our commitment to engage conservative media and creators many in the profession have avoided.
Restructuring our media relations practices
At Ascent Strategy Group, we’ve immersed in study of personalized news and effective engagement of alternative media for over a year, including last summer as our team engaged media onsite at the Republican and Democratic national conventions.
We have developed an advanced methodology to guide our media relations: The Equipoise Method is data-driven and designed to optimize our outreach, messages and metrics for success. This method is a central ingredient in our work to help clients bridge trust gaps and helped earn us a nomination for the industry’s top honor for superior achievement in reputation management.
Sharing some insights into our methodology framework and what we’ve learned from it so far.
Read the essay: https://www.ipra.org/news/itle/itl-637-advanced-outreach-evolving-to-prosper-in-the-personalized-news-era/
