From print to TikTok: PR perspectives on the end of media and influencers | Opinion

Yely Kopan: Navigating the New Media Landscape

As a seasoned PR advisor with over two decades of experience under my belt, I’ve seen the media landscape evolve more times than I can count. From the rise of radio to the dawn of the internet age, each new platform has brought its own set of challenges and opportunities.

Today, we find ourselves at a crossroads, with traditional media grappling with declining viewership rates and influencers amassing huge followings. As the CEO of XPR.Group, I’ve witnessed firsthand how this shift has reshaped our industry.

While it’s easy to jump to conclusions that legacy media is on its last legs, I believe we are merely witnessing another phase in the ongoing evolution of communication. Just as radio didn’t kill newspapers, I don’t think TikTok will bury The Wall Street Journal.

What’s crucial is understanding that quality content will always be in demand. Whether it’s a breaking news story or an engaging social media post, people crave compelling narratives.

As PR professionals, we must adapt to this changing landscape and choose our partners wisely. We need to work with influencers who prioritize quality over quantity, ensuring that the stories we promote are worthy of attention.

In the end, it’s not about the platform or popularity—it’s about the substance of the message and our responsibility as communicators to deliver it effectively. After all, if you can’t make them laugh, at least make them think!

Fun Fact: Did you know that in my spare time, I dabble in stand-up comedy? Just another way to keep audiences engaged!

Traditional media is grappling with a significant predicament, marked by considerable layoffs among staff and dwindling audience numbers. Instead, the public’s interest has increasingly leaned towards social media personalities such as TikTok creators and YouTube vloggers who boast massive fan bases and are influencing a wide range of factors from consumer trends to political choices.

It’s clear that this trend is strongly observed within Generation Z, as they exhibit a diminished inclination towards conventional news outlets. Instead, their preference leans more towards rapid, snackable content delivered by influencers.

As a seasoned crypto investor, I’ve noticed a significant shift in the landscape of information dissemination. Traditional media, which I’ve relied on for years, seems to be losing its grip. So, what adjustments should industries like PR make to navigate this evolving reality?

In this new era, influencers are stepping up and taking the reins. But are they capable of completely replacing traditional media? That’s a question worth pondering. Influencers have undeniably carved out a powerful niche in today’s digital world, leveraging their reach to influence consumer behavior and trends. However, it remains to be seen if they can fill the shoes of established media outlets entirely.

As an investor, I believe that both traditional media and influencers have distinct roles to play. Traditional media offers a broader perspective, while influencers provide a more personalized, niche-specific viewpoint. The key lies in finding the right balance between these two forces. Adapting to this new reality requires embracing the power of digital platforms, understanding the influence of social media, and leveraging data analytics to stay ahead of the curve.

Tough days for global media

In the past year, approximately 8,000 journalists across the United Kingdom, the United States, and Canada were let go, as reported by Press Gazette. This trend persisted into 2024, with job cuts impacting not just fledgling companies but also media powerhouses such as Vice, CNN, and The Wall Street Journal.

Additionally, these reductions aren’t merely a reaction to short-term financial difficulties; they signify a significant change in the way people access information. In essence, numerous conventional news sources are finding it challenging to stay financially viable due to decreasing ad revenues and the migration of audiences towards digital media.

As a long-time observer and participant in the crypto world, I have witnessed firsthand the dramatic changes that have taken place within the crypto media landscape over the past few years. Last year, it was disheartening to see respected outlets like The Block and CoinDesk undergo significant staff reductions following leadership changes and financial challenges. It seems that the turbulent market conditions have left their mark on these platforms as well.

However, I am also encouraged by the ambitious plans for global expansion and entry into new markets that both The Block and CoinDesk have announced after being acquired by Foresight Ventures and Bullish respectively. This signals a period of transformation and growth for these platforms, which I believe will ultimately benefit the crypto community as a whole.

Furthermore, the merger of crypto publication Forkast and CryptoSlam in 2023 underscores the ongoing consolidation and evolution of media within the crypto space. With so many new players and projects emerging every day, it is essential for media outlets to adapt and evolve in order to remain relevant and provide valuable insights to their audiences.

Overall, I am excited to see how these developments will shape the future of crypto media and the broader industry as a whole. As someone who has been involved in this space since its early days, it is fascinating to watch it continue to evolve and mature over time.

Media organizations are reorganizing their platforms as well, introducing community areas and crafting targeted newsletters for journalists or specific subjects to enhance audience interaction. In conjunction with these modifications, media outlets have been investigating innovative ways to generate revenue. For example, Cointelegraph and The Recursive have established their own marketing agencies as an alternative income source.

Can influencers be effective without adhering to editorial standards?

As traditional media faces challenges, influencers appear to prosper, swiftly amassing huge followings and molding public views on a wide range of topics, from shopping habits to election results. However, an intriguing question arises: Are they truly shaping opinions or simply magnifying the din?

In my experience as a social media user and observer, I’ve noticed a shift in the influencer landscape towards “engagement farming,” which concerns me deeply. Originally, influencers were meant to inspire and shape opinions, but now it seems they are more focused on shallow interactions that call into question their true impact.

I remember when I first started following influencers, I admired their creativity, insights, and authenticity. But now, it appears smaller influencers follow larger ones not for inspiration but to gain a broader reach. This change in the ecosystem has left me feeling disillusioned and skeptical about the genuine value that these influencers bring to my life.

In an ideal world, I’d like to see influencers returning to their roots and focusing on meaningful engagement, rather than manipulating the system for short-term gains. It’s important to remember that trust is a precious commodity in today’s digital age, and it can be easily lost when followers feel deceived by superficial interactions.

I believe we should strive for a more transparent and authentic influencer ecosystem where real connections are fostered and genuine inspiration is shared. This would not only benefit the followers but also help maintain the integrity of the influencers themselves, ultimately leading to a healthier and more fulfilling social media experience for all involved.

In my role as a PR specialist, I’d like to share an emerging practice. Instead of choosing influencers solely based on their follower count, we’re now focusing on those who attract followers from influential figures such as editors-in-chief of leading publications and industry leaders. These individuals have a substantial impact on their respective fields, making them prime candidates for our campaigns.

Instead of prioritizing automated engagement, influencers risk fostering superficial connections that grab temporary interest, potentially eroding trust within the influencer marketplace.

As a social media user who has witnessed the rise of influencer marketing over the past few years, I wholeheartedly welcome the new Federal Trade Commission regulation targeting fake likes and followers. In my experience, it’s becoming increasingly difficult to distinguish between genuine content creators and those artificially inflating their popularity with bots or other inauthentic methods. This practice not only undermines trust but also creates an unfair playing field for creators who are genuinely engaging with their audience and providing valuable content.

The new regulation is a step towards ensuring that influencers are held accountable for the metrics they present, which will ultimately benefit both consumers and the industry as a whole. By prioritizing authenticity, we can foster a more transparent and trustworthy environment where creators are rewarded for their hard work and dedication to their followers. I look forward to seeing the positive impact this regulation will have on social media platforms and the influencer marketing landscape in the future.

It’s quite intriguing to note that this rule could potentially signal the start of a wider movement towards defining boundaries within digital realms.

As artificial intelligence increasingly takes a role in content production, the emergence of AI-created influencers sparks debates on credibility and reliability. With the distinction between genuine and synthetic content fading, it’s crucial to set ethical guidelines for digital environments, ensuring honesty and transparency.

In the realm of Public Relations (PR), it’s crucial to revise our approach to defining success. Rather than merely concentrating on the number of followers, we should also take into account the level of interaction and the bond of trust that influencers have cultivated with their audience.

Media isn’t dying, it’s evolving

When a novel communication tool emerges, it often sparks speculation about the decline of traditional media. Similar forecasts were made with the advent of radio, television, and the internet, and today, they reappear in the context of social media influencers’ rise to prominence.

Yet, here we are—still reading newspapers, still watching TV, and still visiting news websites.

Even though conventional media is grappling with challenges, it’s not on the brink of extinction just yet. Some resourceful journalists are seizing control by establishing cooperatives and collectives to reclaim their profession. Publications such as Hell Gate and Defector are pioneering subscription-focused models that prioritize loyalty and community over ad revenue, demonstrating that high-quality journalism continues to hold value.

Participating in the voting were representatives from these media platforms: VentureBeat, Crypto.news, Invezz, NBC News, Tech.eu, Euronews, Hedge Fund Reporter, AMB Crypto, Decrypt, Digital Frontier, Bankless Times. Traditional news organizations often join forces with influential figures to leverage their vast followings. The collaboration between NBCUniversal and TikTok and YouTube influencers during the Summer Olympics showcases how media can transform. These strategic alliances enable traditional outlets to remain contemporary while adjusting to changing viewing habits.

Moving forward: High-quality content will dominate

Ultimately, the longevity of media platforms and influencers hinges on the substance of their creations. In a time when people’s focus spans are short and sensational, fast-spreading content is appealing, those who emphasize depth, honesty, and impactful narratives will be the ones who endure.

In our role as public relations experts, it’s crucial to thoughtfully consider the stories we support. Partnering with influential figures can bring significant benefits; however, these partnerships should be strategic, focusing on collaborating with individuals who value quality above sheer numbers.

Established media remains crucial, particularly in the realms of investigative reporting and editorial supervision – aspects where even the most influential personalities fall short.

As we proceed, let’s reflect on this question: Which narratives are we amplifying? Are these stories deserving of the focus they receive? Ultimately, what truly counts is the essence of the content and our duty of care, rather than the medium or the hype surrounding it.

Read More

• 15 Charged for converting Drug Cartels’ Cash into Cryptocurrency in U.S.
• OREO Unveils Six New Products for 2025
• XRP Price Eyes $2 Support Level Amidst Market Correction
• PYTH PREDICTION. PYTH cryptocurrency
• Paul Atkins to Replace Gary Gensler as Next SEC Chair?
• ‘Brides’ Finds a Distributor in Neon for Latest New Vampire Horror Movie
• Apple Lands Anya Taylor-Joy Led Drama ‘Lucky,’ Based on Bestseller
• TROTOAR Gallery Bridges Local and Global Art with ‘That’s What’s Up!’
• ‘Fast and Furious’ Star Paul Walker Remembered 11 Years After His Death
• Ben Affleck And Matt Damon Are Back To Work Together, And An Insider Weighed In On Their Longtime Connection

2025-01-03 16:11