What does Ofcom’s news consumption report mean for PR?

Ofcom’s latest news consumption report, which outlines the changing ways people consume news and their approach to media, shows a shift in attitudes towards mainstream media outlets. What does that mean for businesses and does it change how I should deliver my PR activity? 

We analyse the main highlights from this year’s latest report and breakdown how it might affect your future PR campaigns. 

Newspapers remain a key platform for reaching over 65s 

For a long time now there has been a distinct shift in the way people consume their news. Print publications continue to see a steady decline with the number of people reading newspapers down from 51% in 2018 to 34% this year and online platforms performing more strongly up from 64% in 2018 to 71% this year. 

This has seen news becoming more and more instant with demand for regular updates and higher volumes of content. 

This increased demand could explain the reasons why more immediate and changeable mediums such as TV, radio and online continue to grow with many news publishers and broadcasters shifting resources towards digital as well. 

However, statistics this year show that a third (33%) of those aged 65-74 and nearly half (47%) aged over 75 still use a newspaper as their main media source. 

What it means for PR professionals 

Newspapers shouldn’t be ignored as a source of information for those targeting older generations. For brands looking to market to older people or even reach younger audiences through grandparents they are a great way to raise awareness despite their perceived decline. Even 20% of 35 to 54 year olds can be reached through newspapers. Taking onboard their online platforms attached to the print publications and that shifts to 32% for 35 to 44 year olds and 35% for 45 to 54 year olds.  

Research still shows print as a valuable resource for PRs in 2024 for certain markets so don’t be too quick to dismiss it for simply online platforms only. 

Online influence growing 

For the first time the number of UK adults saying they consume online news in some capacity (71%) has outreached those choosing TV media (70%). Although only a marginal difference between the two, to put it in perspective last year’s figures for online news were 68% and TV 75% showing a sharp shift in the way that people are choosing to consume their media coverage. 

In all age groups online media was regarded highly as the main platform used for news; 88% for 16-24 year olds, 83% for 25 to 34 year olds, 79% for 35 to 44 year olds, 71% for 45 to 54 year olds, 62% fir 55 to 64 year olds, 55% for 65 to 74 year olds and 34% for those aged 75 and over. 

What it means for PR professionals

For PRs looking to access their audience it means that online media is one to watch. With added benefits of SEO and back links increasing brand visibility it is increasingly becoming a sought-after result for businesses within PR campaigns. Be mindful it isn’t the only way you access your audience though as online media lagged behind TV, printed newspapers and radio for its trust rating with 70% seeing TV as accurate compared to 66% for print, 69% for radio, 53% for online sources and 44% for social media. 

A mixture of PR platforms are therefore needed for a fully rounded approach and online media although reaching wider audiences are still not seen as credible as more traditional news platforms. 

TV still most trustworthy media 

Despite the steady rise in online media traditional platforms such as TV, printed newspapers and radio continue to score more highly when it comes to accuracy and trust. In the survey 70% believed television broadcast channels were accurate compared to 44% for social media and 53% for online sources. Radio came out second for accuracy with 69% closely followed by printed newspapers at 66%. 

Overall trusted and accurate UK news remains a priority for audiences with 49% of respondents ranking it in the top three most important attributes of public service broadcasters (BBC 1, ITV, BBC 2, Channel 4, Channel 5). 

What it means for PR professionals

TV remains the number one way to build trust in a brand. Despite a shift in the way people are accessing media with more turning to online and social media sources when they are looking for accuracy and media sources they can trust they are sticking to traditional platforms. It means for now, at least, regulated and traditional platforms are still the most heavily regarded sources of news content.  

As PR centres around brand reputation and building credibility TV and traditional media sources should be seen as an important part of achieving that goal. 

Younger generation do not trust the accuracy of social media reports 

Interestingly while younger people (aged 16 to 24) are the heaviest users of social media for news, they score it below average for accuracy, trustworthiness and impartiality with 37% of 16-24-year-olds believing social media is accurate. 

For 12-15 year olds social media is generally used to look at lighter news topics such as celebrities, fashion and music. Weightier topics such as ‘serious things going on in the UK’ are of less interest with 12-15 year olds tending to talk to family to find out about news (60%), compared to 55% using social media and 53% watching TV.  

What it means for PR professionals 

Younger generations are questioning the credibility of the information they receive. Although they may enjoy scrolling through social media and looking at trending topics they are more likely to see traditional media as accurate and trustworthy. This means that social media isn’t the only way they access information as they talk to parents who are more likely to access information through traditional channels.  

BBC Online gradually encouraging older generation to consume news online 

Typically, those aged over 55 use television as their main source of news, with 85% currently doing so. However, we are gradually seeing an increase in the use of online sources in this age category as well, with more than half of this age group (54%) now accessing news this way. This is predominantly driven by the direct access to online news, such as BBC online. Only 28% of those aged over 55 say they use social media for news, significantly lower than 16-24-year-olds at 82%. 

What it means for PR professionals

Could this be the first signs of a shift away from purely traditional platforms? This steady increase in online consumption for older generations is signalling that although not as trusted people are starting to move to more easily accessible online sources for their news. With half turning to online news, BBC online is still the highest source of online news (20% of those aged 55 and over compared to 13% of 16 to 24s). This means although tempted to access media online older generations are still sticking to traditional sources as well. 

When it comes to PR, understanding where your audience is and how to reach them is vital. Often this means looking deeper than simply headline figures. Understanding not only where your audience is but what they believe about the information they receive and how they ultimately act on it is crucial. 

Yet again this year’s Ofcom report has shown that providing the right mixture of media coverage, with the correct messaging will always have a stronger result. Thinking about not only where your audience tends to be but also how to increase touchpoints through more subtle routes will help to build a more rounded picture. For example, young people might not tend to read printed newspapers, but they do talk heavily with family members so grandparents reading the newspapers may influence their decisions. 

What is clear from this year’s findings is 96% of UK adults watch, listen or read news in some form so public relations still remains a highly influential tool in helping businesses to tell their story. 

CIPR member Cheryl Morris is the owner of award-winning Staffordshire based PR and copywriting service Creative Word PR.