Yes, news desks across the country have been decimated. Reporters have faced brutal job cuts. Newspapers that had been in circulation since Victorian times vanished overnight, their former headquarters converted into overpriced luxury apartments. From a purely human point of view, it’s a sad state of affairs.

It’s also the case that, according to Ofcom, online platforms have surpassed television as the leading source of news, with 71% of adults accessing news digitally compared to 70% via TV. What’s more, over 80% of 16-24-year-olds now rely predominantly on social media platforms for news.

But here’s the twist: while the platform may be social, the source often isn’t. That viral TikTok breaking down a major legal ruling? Chances are, it’s based on original reporting from Sky News, BBC, or The Guardian. We’re not seeing the end of traditional journalism; rather, we’re seeing its evolution.

It could be argued that young people are more engaged in news and current affairs now than they were thirty years ago, because public discourse has been taken into public ownership, thanks to the relative ease in which anyone can now create and share content worldwide. Instead of just passively absorbing information bestowed upon them by plummy, privately educated BBC News anchors, people have the opportunity to become part of the story by commenting, sharing and shaping the discussion online.

Traditional outlets are adapting fast. They’re building loyal followings by serving up bite-sized explainers with closed captions and snappy edits. News desks still exist, but they’re supplemented by specialised social news teams whose sole purpose is to report on what’s trending online.

Then come the creators. They 'stitch', green screen, and react; often literally standing in front of a BBC or ITV report while offering their own commentary.

Some traditional journalists, dubbed ‘newsfluencers’, are bridging the gap between tradition and innovation by wholeheartedly embracing these new formats. Take Victoria Derbyshire: she shares her own interviews online, offering additional context and behind-the-scenes thoughts, blurring the line between broadcaster and content creator.

We saw 'newsfluencing' in action recently when the story about the Supreme Court’s ruling on the legal definition of a woman according to the Equality Act was announced. Below are some of the most-liked videos on TikTok about the topic:

Original footage

https://vm.tiktok.com/ZNd647WnW/

ITV News’ report, snipped, captioned and packaged up within TikTok’s parameters

The green screen

https://vm.tiktok.com/ZNd64VVr5/

Online social justice commentator, benjykusi, adds his thoughts to BBC News’ online coverage

The Inception version

https://vm.tiktok.com/ZNd64CDKE/

A social media influencer, recording their appearance on TV, using their phone, sharing it on TikTok, talking about being on traditional news… even Leo would struggle to unpack this one.

So, what does all this mean for brands trying to cut through the chaos?

First, understand the algorithmic bubble you’re stepping into. The 'for you page' (FYP) isn’t neutral, it’s a finely tuned mirror. Content is served based on what users already like, believe, or engage with. For Gen Z, that often means seeing the same worldview reflected back at them again and again. When something outside that bubble appears it can feel jarring. The reaction? Often loud, emotional, and very, very online.

In this climate, who delivers your message matters just as much as what the message is. Young audiences aren’t gathering around the family TV at 6pm to hear the news. They’re following creators, commentators and niche voices who feel like peers. If you want your message to land, it needs to come from someone who speaks their language and already has their trust.

Here’s how brands can keep up:

1. Weave niche newsletters and podcasters alongside into your earned media strategy. People increasingly trust individuals over institutions, so pitching to a Substack writer or trusted ‘newsfluencer’ could earn more goodwill than a national splash. Sometimes.
2. Create assets that travel well online to accompany your story: square and vertical videos, interactive data sets, and infographics all increase dwell time on page and thus are more likely to generate coverage.
3. Don’t just post statements, respond to news in real time. Use green screen takes, 'stitches', or commentary videos to add context and personality and position your people as thought leaders.
4. Amplify your wins creatively: That media mention? Don’t just screenshot it. Package it as an ‘as seen on’ Reel or a highlight post. The lines between earned, owned and shared media are blurred. Embrace it.
5. Equally, don’t forget to talk to journalists on social media, not just about them. Tag them, comment on their posts (not just the ones about your brand) and build rapport.
6. Lead with real people. In a world of AI-written stories and deepfakes, a human face or voice note is more powerful than ever.
7. Prioritise trust. To quote a certain permatanned President, it all seems like ‘fake news’ these days, so make sure to cite your sources and draw the line between facts and opinions. Journalists and their readers need people they can rely on more than ever. Be that reliable voice.

Above all? Stay rooted in the fundamentals. The medium has changed. The pace is faster. But the principles of good PR - truth, clarity, and consistency -still hold. In this new media landscape, storytelling isn’t dying, it’s just had a makeover. The brands that adapt with integrity will be the ones worth listening to.