The relationship between journalist and PR is changing, social purpose is all-important

Gone are the days of the ‘Press Trip’ and pre-prepared surveys, now businesses need to be socially conscious, and actually stick to it, writes Chris Blackhurst

Circulations have fallen, advertising has reduced, so newspapers and magazines are noticeably thinner. With that, too, has come a drop in staffing numbers and resources (Getty)

Media is becoming more woke. You see it everywhere, on the TV news, online and in print.

Increasingly, major issues are covered, while reports that might have seen the light of day previously do not make the cut.

Confirmation comes with a new study, Navigating The New Landscape: Brands and Media in 2021, from communications agency Brands2Life and digital research consultancy Media Measurement. It shows a 21 per cent fall in the number of articles published by the UK press over the last five years. Brand-led stories have fared even worse, dropping by 28 per cent during the same period.