Changing channels

Natalie Powell, Consultant at Bladonmore, looks at the changing media landscape, the rise of short-form video, and how you can prepare to be on camera.


The media landscape is changing, it’s time to embrace the shift to short-form video. Before the internet, news platforms were considered entirely separate entities: print journalists wrote for newspapers, radio reports were heard on the airwaves and television news broadcasts, watched on TV.

As the internet and technology has evolved, so have our news outlets. We see far less segregation between traditional news formats, and journalists have had to become experts at multi-tasking between print, audio and video. Think about how many times you have seen an article online with an accompanying video, or clips from a live radio interview – filmed in the radio studio itself – appear on a television news bulletin. Even podcasters are filming their recordings and putting these clips on social media to entice followers to listen-in.


Internet-driven changes

This blurring of lines within the media landscape has led to huge changes inside newsrooms as publishers try to engage with their audiences and keep them coming back for more. The shift to audio and video is what Reuters Institute’s annual survey of newsroom leaders describes as an ‘underlying megatrend’ because of an ‘explosion of formats and channels that publishers can use to reach consumers.’ It is no surprise what is driving this: ‘Better data connections have opened up possibilities beyond just text and pictures and smartphone adoption has accelerated the use of visual journalism, vertical video, and podcasts.’

As a result, 67% of publishers surveyed by the Reuters Institute said one of their main focuses this year would be putting more resources into digital video. It appears some of this interest has been prompted by the rise of vertical video platform Tiktok, owned by China’s ByteDance, and newsmakers are trying to figure out how they can fit into the short-form video space and take advantage of its popularity.


What it means for you

With publishers prioritising video, those taking part in press interviews must prepare themselves for these developments. More and more we will see the need for good communicators to become strong broadcasters. Knowing how to right-size content and adapt delivery-style to suit a variety of formats will be essential, as journalists take an even greater cross-platform approach than ever before. After all, reporters are all walking around with a camera, microphone and publishing platform in the palm of their hands – their smartphone.

Appearing on video may be daunting and alien for some, but understanding what makes good video content is key to getting it right. Coming across well is as much about what you say as how you say it, so speaking in succinct, coherent soundbites – without losing the elements that make your point stick – is how to succeed.

And remember the golden rule, the camera is always rolling, so don’t say anything you wouldn’t want published, even if you think you are not being recorded.


If you want help preparing to put your message out in the media, get in touch.


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Natalie Powell


Natalie Powell delivers media and crisis communications coaching to senior leaders and has a particular specialism in broadcast news media.

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