{"id":8392,"date":"2023-08-03T08:45:15","date_gmt":"2023-08-03T08:45:15","guid":{"rendered":"https:\/\/www.headlandconsultancy.com\/international\/?post_type=insight&p=8392"},"modified":"2023-08-03T08:45:16","modified_gmt":"2023-08-03T08:45:16","slug":"pr-must-not-become-the-pickled-egg-of-the-media-mix","status":"publish","type":"insight","link":"https:\/\/www.headlandconsultancy.com\/international\/insight\/pr-must-not-become-the-pickled-egg-of-the-media-mix\/","title":{"rendered":"PR must not become the pickled egg of the media mix\u00a0"},"content":{"rendered":"\n

<\/p>\n\n\n\n

I hate pickled eggs. Faced with the prospect of one of these rejected horror film props, I would choose literally any other foodstuff on offer. I know there are fans of the pickled egg out there \u2013 good for you \u2013 but I am confident that I am not alone.<\/p>\n\n\n\n

What\u2019s the point of this introduction? I hear you ask. Let\u2019s imagine that the pickled egg is \u2018traditional\u2019 print and terrestrial broadcast media. Would you, as the PR industry tasked with swaying public opinion, put the pickled egg on a pedestal, or would you listen to the foodies \u2013 in this tortured comparison that\u2019s Ofcom<\/a>\u00a0– diversify, and create a smorgasbord of tasty media treats for the public?<\/p>\n\n\n\n

The answer is obvious \u2013 and yet, far too many of us in this sector still prioritise the media of the 20th<\/sup> century\u2013 the hundred-year egg, if you will – above all else. That could be to our detriment, and therefore potentially to that of our clients, so it needs to change. Fast.<\/p>\n\n\n\n

<\/p>\n\n\n\n

An all-you-can-eat media buffet<\/strong> <\/h2>\n\n\n\n

<\/p>\n\n\n\n

Today\u2019s Ofcom report \u2013 Media Nations 2023<\/a> \u2013 is an alarm bell for our industry. It shows beyond doubt what has been clear for some time – that the \u2018media diets\u2019 of viewers and listeners in the UK are becoming increasingly fragmented. To quote Yih-Choung Teh from Ofcom, and to explain my strained pickled egg introduction, \u201ctoday\u2019s viewers and listeners have an \u2018all-you-can-eat\u2019 buffet of broadcasting and online content to choose from, and there\u2019s more competition for our attention than ever\u201d.<\/p>\n\n\n\n

That\u2019s not to say \u2018traditional\u2019 media isn\u2019t still hugely important \u2013 a great splash in The Sun, a strong showing on the 6\u2019oclock news or the prime CEO interview in the Sunday Times can still set the weather. It\u2019s just that, in today\u2019s world, those are no longer enough to reach and engage a fragmented nation feasting at an all-you-can-eat buffet \u2013 let alone actually change their opinions. The big picture is that, since 2014, news programmes attracting more than four million viewers are down 72% – and we all know what\u2019s happened to print media, with purchases down 70% from 2010 to 2022.<\/p>\n\n\n\n

Isn\u2019t this just the London-centric, tech-enabled echo chamber talking through a millennial mouthpiece? Actually, no.<\/p>\n\n\n\n

<\/p>\n\n\n\n

\u2018Generation Experience\u2019 moves online<\/strong> <\/h2>\n\n\n\n

<\/p>\n\n\n\n

Take broadcasting as one example. Ofcom\u2019s data shows that older viewers are diversifying their viewing \u2013 with a 5% increase in over-64s subscribing to Disney+ since 2022, and 43% of over 64s watching Netflix. Broadcasters are also seeing a steep decline in viewing of their scheduled, live programmes like news, as well as the big soaps \u2013 including among typically loyal older audiences. No surprise, when 59% of households subscribe to Netflix, according to Ofcom.<\/p>\n\n\n\n

But the big brands of media continue to pack a punch with their diversification into digital. Take video-on-demand services. BBC iPlayer now accounts for 18% of the BBC\u2019s total viewing, whilst ITVX \u2013 the newer streamer on the block \u2013 already accounts for 10% of ITV\u2019s total viewing. Over on the airwaves, radio listening also continues to shift to online, with smart speakers now accounting for a fifth of in-home radio listening \u2013 another example of technology and consumer choice combining to disrupt the industry.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Social media – a clich\u00e9 for a reason<\/strong><\/h2>\n\n\n\n

<\/p>\n\n\n\n

Perhaps the greatest disruption of all has come from social media. It\u2019s a clich\u00e9 to blithely suggest \u2018doing a TikTok to reach Gen Z\u2019, but we all must now realise the power of these social channels. Children and young adults under 25 have collectively decreased their average daily broadcast viewing by 73% since 2012. Instead, they are spending 58 minutes per day on TikTok, 52 on Snapchat, 48 in YouTube and 25 on Instagram. And it\u2019s not just the young, with nearly 1 in 10 TikTokers aged over 50 and #grantok a growing trend.  <\/p>\n\n\n\n

Set against this all-you-can eat content buffet, PR can\u2019t allow itself to be the pickled egg of the media mix. Any communications strategy worth its salt needs to think beyond old school earned media \u2013 and include owned channels, shared opportunities and yes, paid too \u2013 the so-called PESO approach covering Paid, Earned, Shared and Owned.<\/p>\n\n\n\n

Even if you\u2019re trying to reach a very specific audience, based on a very specific insight, the reality is that we are all humans with multiple interests reflected in our media consumption.  Whether you\u2019re trying to reach your investors, your colleagues, suburban parents, or retired women in their 60s, nobody just reads the FT or The Sun, or only listens to BBC Radio, or only scrolls through TikTok or Twitter (sorry, \u2018X\u2019).<\/p>\n\n\n\n

So, the next time you\u2019re planning communications \u2013 be that for a trading update, a product launch, a brand-building campaign, or reaching your colleagues \u2013 please, don\u2019t be a pickled egg. Think PESO instead.<\/p>\n\n\n\n

Read more <\/em>Insights & News<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

I hate pickled eggs. Faced with the prospect of one of these rejected horror film props, I would choose literally any other foodstuff on offer. I know there are fans of the pickled egg out there \u2013 good for you \u2013 but I am confident that I am not alone. What\u2019s the point of this […]<\/p>\n","protected":false},"featured_media":8409,"menu_order":0,"template":"","services":[],"sectors":[],"class_list":["post-8392","insight","type-insight","status-publish","has-post-thumbnail","hentry"],"acf":[],"aioseo_notices":[],"yoast_head":"\nPR must not become the pickled egg of the media mix<\/title>\n<meta name=\"description\" content=\"Today\u2019s Ofcom report \u2013 Media Nations 2023 \u2013 is the alarm bell our industry needs. 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