preparing for the 2022 media landscape
As we emerge out of an erratic and unpredictable 2021, the media landscape is bound to change, and the news cycle will inevitably shift. With the election approaching, border restrictions easing and the booster vaccine rollout continuing, it’s important to be aware of the issues occurring within your sector and get ahead of the news cycle in the New Year.

2021 learnings

2021 was an extremely busy year in the Australian and global news cycle. COVID-19 was once again a heavily covered topic in the media, with lockdown, restrictions, and Victoria’s controversial pandemic bill saturating our news bulletin.

Nearly every news story had a COVID angle, from calls for vaccine mandates, more funding, and government restrictions. If there is one thing that we have learned this year, it’s that the pandemic is not going anywhere.

The media will continue to report on COVID restrictions, case numbers, government funding, booster shots, and new variants. It’s important to continually monitor the news around the pandemic and be reactive in your public relations strategy, developing angles that relate specifically to your industry.

Take a political stance

2022 is an exciting year in both media and politics, with federal and state elections approaching. Now is the perfect time to reflect on the issues occurring within your sector and start getting serious about your organisation’s brand.

Consider where your industry requires funding, what policies you would like to see introduced, and what bills you want to be amended. The media will be heavily election-focused next year so journalists will be seeking the voices of industry leaders on all topics of politics.

Government leaders respond to media pressure, so 2022 is the perfect opportunity to assert your call-to-action, elevate your voice and provide an emotional need to your ask.

Crisis is the new normal

From COVID-19 clusters and deaths to organisations closing down, 2021 has been a major year of crisis for many organisations across Australia and around the globe. It’s no secret that the pandemic has been difficult for many organisations to manage with lockdowns, outbreaks and restrictions creating unforeseen crises.

The pandemic has shown that a crisis can emerge at any moment, and can play out in several forms. It is important to be proactive and strategic in your planning and your response.

Organisations need to assign a team, prepare communication templates, develop a planning document and allocate a spokesperson. By taking the initiative to develop a strategy, your ability to manage a crisis and control the narrative will be significantly enhanced and a positive outcome will be more achievable.

Having a digital presence is key

Many of us relied on social media to stay connected during isolation. Lockdown has demonstrated that having a digital presence is more important than ever before. In the era of Web 2.0, organisations are expected to have a virtual presence, including social media and web content.

If you’re an industry leader looking to elevate your voice and create impact, having a digital presence is crucial. It is a great opportunity to showcase your expertise, leverage your media coverage, and build your profile amongst a network of like-minded peers.

Develop a plan for 2022, consider what type of content you would like to present, what themes you want to cover, what audiences you want to target and what your ultimate goals are. Build monthly calendars, use a style guide, create templates, research each platform, get on top of current trends and consider what goals you want to set for the new year.

To summarise

As we emerge out of 2021, the media landscape is bound to evolve and the news cycle will inevitably change. It’s important to get ahead of the new year and be proactive in your communications work. Develop a strategy around building your digital presence, lean into political angles when crafting your media stories and ensure you have a crisis communications plan in place.

Tony Nicholls

Tony Nicholls

Founder and Director of Good Talent Media

Tony Nicholls is an accomplished journalist who has held roles for more than ten years with the ABC, SBS and Network Ten, covering thousands of news stories across Victoria, Australia and in the international media.


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