How to navigate new media in the AI and misinformation era

By Georgie Smith, Senior Consultant

The concept of ‘new news media’ is not, well… new.

Since the dawn of the printing press how we consume media has been in a state of constant flux.

When I started out in communications, the ‘death of print media’ was the topic on everyone’s lips. While the hysteria may have been a little overblown (newsstands are still going strong, albeit depleted and understaffed), the rise of online news and the 24/7 news cycle led to fundamental changes in how organisations communicate via journalism.

Just a year ago, my colleague Karen wrote about the rise in misinformation as a result of AI and deepfakes. Would we have predicted that AI would be used to fake ‘expert commentators’ as a way of getting coverage and fuelling misinformation? Perhaps not. Either way the prediction that AI and deepfakes would substantially erode trust is being realised.

Meanwhile, Trump’s return to the White House has brought more than tariff wars and DEI rollbacks – the way in which politicians now communicate with the media is fundamentally changing.

From Sky News journalists being told to “go back to your own country”, to refutable newswires, that are relied upon for their political reporting, being banned from the White House press room contrary to the First Amendment, access is diminishing, and with it accountability.

Enter the content creator.

From TikTokkers turned Red Carpet hosts, to podcasters turned political reporters, (even Kamala Harris sat down with podcast Call Her Daddy while out on the campaign trail last year) online content creators are being given an unprecedented level of access to information, spokespeople, politicians and celebrities.

In fact, there are so many platforms and news sources that no longer do media hold the level of power they once held. If a politician, a business-person, a celebrity, doesn’t agree with your reporting they have many other options to turn to where they’re unlikely to be held to account in the same way as traditional news media.

The flipside to this is the lack of journalistic rigour. While run-off-their-feet journalists responding to thousands of email pitches every day may have little time to fact check, many content creators are even less likely to do so. They are, after all, not beholden to editorial standards and a scary editor watching over their shoulder.

Prioritising clicks and comments over truth and independence creates a breeding ground for misinformation and dubious experts being provided with a platform of millions of eyes and ears (read: Steven Bartlett and health misinformation).

So then, given that misinformation in the media appears to be the modern-day Hydra (cut one head off and two new ones appear), how can those working in communications protect integrity, reach their audiences and communicate effectively in the ‘new media’ landscape?

1. Targeting is key

At Blurred, we’ve always advocated away from the ‘spray and pray’ approach to media engagement, but as the landscape changes this is ever more important. Being selective about the media that you do or don’t engage with as an organisation, brand or spokesperson can go some of the way to protecting your message and avoiding deliberate misinterpretation and clickbait headlines.

This doesn’t mean discounting podcasts and content creators as a Gen Z fad.

Many are hugely influential amongst wide audiences of professionals looking for their daily news insights on their commute to work, or consumers looking to make an impact in their own lives.

They might be the perfect platform for your interview, campaign or announcement. Treat them as you would traditional news outlets when putting together your media lists, and keep an eye on rising channels such as Substack newsletters which are becoming big business.

2. A return to face-to-face

Trust goes both ways. With some PR firms creating AI experts to issue comments, and fake sources on X driving stock market surges, trust between sources and journalists is eroding. This will drive a return to the pre-Covid approach of face-to-face meetings and relationship building.

Journalists will increasingly return to a smaller pool of trusted experts that are able to offer commentary on key stories quickly and efficiently. Extra credit for those that can take a complex topic and distil it into simple takeaways for readers. Those that operate with integrity will become valued sources.

Similarly, journalists will increasingly value communications teams that are responsive, reliable and accurate. Carrying out our role as communicators with integrity, honesty and transparency should always be the standard we hold ourselves to.

3. Putting a face to the business

Trust in businesses, believe it or not, is generally higher than trust in both media and the Government, so there is an opportunity for businesses to fill the gap in providing trusted information.

Owned channels, used strategically to educate and inform audiences with fact-based and trustworthy information, will help businesses to improve brand equity while combatting mass misinformation.

Equally, prominent and trustworthy business spokespeople can create great influence. As we increasingly look to real people to combat the rise in AI and deepfakes, business leads, subject matter experts and thought leaders will become even more important in gaining audience trust. Your spokespeople should be a central tenet of your channel strategies and standalone executive visibility strategies should be developed.