This year has been a rough one for journalists around the world. Press freedom has been going down, job cuts are on the rise, and some governments are tightening their grip on the media. Research from the Reuters Institute shows these problems are making it harder for journalists to do their jobs.
Some newsrooms have still managed to make an impact, though. Investigations in Guatemala revealed political corruption, while reporters in Germany and Bangladesh tackled major social issues. These stories show that good journalism still matters, even in tough times.
The way people get their news is also changing. Fewer people are using Facebook, turning instead to private messaging apps and video platforms. This means publishers have to find new ways to reach their readers.
How Does AI Influence The Media?
AI is becoming more common in newsrooms and is used to summarise articles, detect fake audio, and speed up investigations. In Colombia, one newsroom built a tool that links breaking news to bigger stories, saving time and helping reporters stay on top of things.
Opinions on AI are mixed. Some see it as a way to improve how well they work, while others worry it could flood the internet with low-quality articles. There’s a real worry that it could make people trust the media even less.
Social media is also losing its grip on news distribution. More people are turning to private apps and search engines to find information. This is forcing news outlets to rethink how they connect with audiences.
How Will 2025 Shape Journalism
Experts predict the incoming year for the journalism industry, after an eventful 2024. Here’s what they see coming:
Our Experts:
- Naomi Owusu, CEO and Co-founder, Tickaroo
- Jon Card, Author, How to Make Your Company Famous
- Rebecca Moss, Digital PR Director, JBH
- Greg Linnelli, Account Strategist, Otter PR
- Jonathon Narvey, Chief Executive Officer, Mind Meld PR Inc.
- Brandon Schroth, Founder, Reporter Outreach
- Laura Lear, Deputy Managing Director, AMBITIOUS
Naomi Owusu, CEO and co-founder, Tickaroo
“Journalists and AI working hand in hand to enhance workflows
Against a backdrop of ongoing budget and team cuts and fast-paced news environments, we’ll see time-poor journalists continue to harness the power of AI in 2025 to enhance workflow efficiency.
“While AI-generated content remains beyond the comfort zones of journalists and audiences alike, it can be used to help identify gaps in stories, suggest improvements, proofread, translate, summarise, and adjust tone to meet different audience needs or age groups. AI used alongside tracking can guide when to publish and what topics or formats will resonate with audiences, while AI tagging systems and algorithms based on user behaviour can tailor content for specific groups, enhancing engagement and retention.
“Using AI to perform necessary but time-intensive tertiary tasks means journalists – particularly those in local newsrooms with smaller budgets and teams – can do more with less, and enable a focus on what matters the most—creating human-centred, authentic content that engages the reader.
“The growth of interactive micro-content for greater audience engagement
Attention spans are shrinking, pushing media organisations to focus on concise, frequent, and “snackable” content to engage audiences effectively. The rise of short videos on platforms like TikTok and Instagram has made video content particularly popular, especially with younger audiences. News outlets will increasingly turn to this format to capture and convert younger audiences into loyal consumers.
“However, media must evolve beyond simple updates to offer interactive micro-content that meets users’ needs for inspiration, distraction, and connection. This shift will require dynamic formats that foster real-time engagement through features like live Q&As, polls, comments, and reactions.
“By balancing video content with interactive micro-stories, media organisations can strengthen engagement, attract broader audiences, and foster long-term loyalty in an increasingly competitive landscape.
Mobile-first, multi-screen engagement
“The majority of audiences access live content via smartphones, so focusing on mobile-first, responsive designs and features that are easy to engage with on-the-go will continue to be crucial in 2025. However, platforms that also enable a second-screen experience to complement televised or streamed events with real-time stats, analysis, or commentary will provide further value for users who want to enhance their viewing experience with greater depth or ‘behind the scenes’ insight.
“Balancing broad appeal with niche content to sustain reader interest
Breaking news stories attract a wide range of viewers, providing a key opportunity to engage new readers. Timely, creditable coverage builds trust and increases visibility. However, while breaking news draws attention, niche stories are often what sustain reader interest over the long term. Offering in-depth, specialised content—whether in politics, technology, or lifestyle—helps establish a media outlet as an authority in specific areas.
“This balance between broad appeal and niche content is essential for driving subscriptions. When readers feel that an outlet consistently delivers value, both in headline-grabbing stories and in areas of personal interest, they are more likely to subscribe. In short, media organisations that understand their audience and deliver tailored content are well-positioned to grow, enhance engagement, boost advertising potential and sustain long-term revenue through subscriptions.”
Jon Card, Author, How to Make Your Company Famous
“After years of doom and gloom, I believe there is a growing desire for more positive and inspiring stories. Audiences seem overwhelmed by the relentless stream of negative news.
“There is so much in the world that is inspiring and exciting, journalists should seek out more of the good stories.
“News should be a mixture of dark and light. My prediction is that those who focus on writing about some of the positive aspects will receive a favourable reception.”
Rebecca Moss, Digital PR Director, JBH
Journalism is heading into a tough year, with tighter budgets, shrinking teams, and a politically charged environment shaping how the industry operates.
1. Journalists Will Have Even Less Time
With newsroom resources being stretched thinner than ever, journalists will need to do more with less. This means PR professionals have to make their lives easier by providing everything they could possibly need in a pitch.
Multimedia: High-quality images, videos, or infographics that help bring the story to life.
Complete Data and Quotes: Stats, expert commentary, and pre-written quotes that cut down on back-and-forth.
Ready-to-Go Content: Make it easy for them to turn your pitch into a publishable piece with minimal effort.
2. Political Journalism Will Be More Combative
We’ve already seen tensions rising in political reporting. The Guardian recently revealed how Los Angeles Times owner Patrick Soon-Shiong told the editorial board to back off covering Trump and blocked them from endorsing Kamala Harris, leading to resignations.
I expect to see even more friction between the media and the Trump administration. Political journalists will face heavy scrutiny, and outlets will wrestle with balancing neutrality and integrity.
3. How PR Can Help Journalists
Timely and Relevant Stories: Pitch angles that directly tie into fast-moving news cycles, especially in politics, business, and tech.
Proactive Relationship Building: Build trust by engaging with journalists regularly, not just when you need something.
Position Clients Strategically: Use thought leadership, expert commentary, or timely data to add value to heated discussions.
Greg Linnelli, Account Strategist, Otter PR
“2025 will continue to see independent journalists flourish as people look for alternative outlets for their news consumption.
“Mainstream media has lost the trust of the people to a degree and because of that, independent reporters and non traditional outlets have flourished over the last handful of years.
“You’ll also see these independent journalists use different social media platforms to relay information and news to the masses.”
Jonathon Narvey, Chief Executive Officer, Mind Meld PR Inc.
“You are the media now,” Elon Musk just posted to his 208 million followers. He’s not wrong, though it doesn’t have to be this way.
“Journalism is in a bad way right now. Most of the damage seems to be self-inflicted.
“By the way, I take no pleasure in the media industry’s abysmal profit margins and even lower trust by the public. As a PR pro, I desperately want a healthy media ecosystem.
“The X platform is where scoops and spicy editorial commentary happen because large swathes of editors and reporters decided to become activists. It’s not just a crazy focus on taking Trump down over the last 8 years (though that obsessive-compulsive behaviour has been frightful to behold). It was COVID, immigration, the economy, the environment… In areas where the public needs to know things, the media class has turned itself into a propaganda tool for one side, killing its credibility.
“It doesn’t have to be this way. Publishers and editors can re-focus on the things that major media outlets can do better: investigative journalism. That takes time, resources and connections that few independent journalists can pull off.”
Brandon Schroth, Founder, Reporter Outreach
“Developments in AI technology will no doubt have a greater impact on journalism in the coming years, specifically concerning how news is gathered. AI-powered tools are revolutionising the accuracy and speed of information collection and retrieval by sifting through vast data sets like social media and even public records in real-time. This will enable journalists to quickly cover breaking news and keep an eye on emerging trending topics.
“The AI revolution will also contribute to advanced content creation. Natural language processing (NLP) models are good tools for writing articles, preparing titles, and preparing summaries. Though context and factual examination demand human eyes, such tools save time in many processes so journalists can focus on deeper, investigative reporting.
“Similarly, AI hyper-personalization is set to make audience engagement much more meaningful. Using AI, content can be provided to users based on their past behavior and preferences, thus aiding reader retention. The caution here, of course, is the emergence of filter bubbles, where audiences might only receive news aligning with their views.
“Another significant concern is how credibility will be maintained. Excessive dependence on AI can also amplify the risk of transmitting inherent biases of data sets and how misinformation can skew perceptions if unchecked. Journalists must find a middle ground between AI efficiency and human judgment.”
Laura Lear, Deputy Managing Director, AMBITIOUS
“In 2025, journalism will continue adapting to the seismic shift in how audiences consume news. AI will be needed to tackle misinformation; media outlets will seek to personalise news delivery, and we’ll see further growth of news-driven podcasts. The tech sector, in particular, is increasingly reliant on freelancers who diversify their income streams with Substack newsletters and penning corporate copy.
“This fluidity in expertise may diversify the voices represented in media, helping to counterbalance reliance on traditional big tech narratives with niche expertise.
“Fast visual formats will become more dominant on social media. Platforms like TikTok and YouTube have set the pace, prompting others – such as LinkedIn and even search engines – to prioritise video-first approaches. To compete, traditional media outlets must embrace visually dynamic storytelling. This evolution demands agility, with journalists creating visually engaging content while maintaining the credibility and depth that distinguishes them from the noise of social feeds.
“As mistrust in online information rises, credible news sources are becoming more essential – not only for audiences but also for search engine algorithms. However, these outlets must still contend with visual-first platforms vying for attention. Paid content models, through subscription-only articles and paywalls, will drive more sustainable publishing formats and will earn greater recognition for their value.
“Media outlets will also seek to drive more engagement with readers by transforming comment sections into spaces for dialogue and inviting readers to contribute data or insights to enrich reporting. This will help traditional journalism remain competitive, blending the speed and allure of fast-news platforms with the depth and trustworthiness audiences continue to seek.”
