The media, comms and PR industry is undergoing immense change, not just in Australia, but globally. From shrinking media pools, growing redundancies and the rise of AI driven workflows, the industry is in flux. Let’s take a deep dive into the current state of the PR industry in Australia, explore current themes, trends and the kind of changes we can expect to see looking ahead.

Earned Media Is Still King, but It’s Getting More Difficult

A majority of PRs and clients alike still regard earned coverage as the absolute gold standard, but with a shrinking media landscape and a growing base of PR agencies, the competition is only intensifying. Journalists are reporting that they now receive more pitches than ever, while simultaneously working with smaller teams and shorter deadlines. This has created a “quality over quantity” environment, with targeted, relevant and data-informed pitching more effective than volume-based outreach (aka spray and pray).

Journalists Want Relevance, Not Just Access

Australian journalists overwhelmingly cite “irrelevant pitches” as their top frustration with PR teams. Conversely, journalists are also reporting the most value interactions with PR are those which emphasise the value of credible, expert voices that can offer clear, relevant and timely access to information.

AI and Automation Are Reshaping Media Workflows

Unsurprisingly, AI is dominating the conversation when it comes to industry change. Over one-third of Australian comms teams are already using AI for content creation, monitoring, and analysis, with the strongest uptake in larger organisations. Interestingly, journalists are now experimenting with AI for drafting and fact checking articles, but express concern around the accuracy of AI generated content. Both PRs and journalists expect to see a permanent role for AI in future workflows, but still defer to humans for credibility and trust.  

Trust in Media Remains Fragile

Industry reports are highlighting a decline in public trust for mainstream media, a major implication for Australian brands. To this end, Australian audiences are now increasingly turning to niche media formats, such as podcasts, newsletters and social media platforms to consume news. The onus is now on PR teams to navigate a more fragmented media landscape, with influence diluted across traditional and challenger news sources.

Speed and Agility Are Now Baseline Expectations

Nearly half of journalists report short response times as one of the biggest factors in whether they use a source from PR. Australian PR teams (and consequently, clients) are under huge pressure to be faster and more strategic, especially during breaking news cycles and issues management. Activities like proactive news analysis, newsjacking and having prepared spokespeople at the ready are emerging as the key factors in differentiation.

The Industry Is Moving Toward Measurement and Accountability

There’s a significant move toward data-backed storytelling and clear ROI measurement in PR campaigns. Share of voice and reach will continue to be the main metric of success but sentiment, engagement and commercial outcomes are rising in importance.  Australian PR teams who can link their activity to organisational impact are more likely to secure and grow executive buy-in.

For more bespoke insights that can be applied to your business, contact us at christopher@pearscroftcommunications.com.au