Use this button to switch between dark and light mode.

Can Tools for Journalists Give You the Resilience Needed to Stay Ahead of Today's (and Tomorrow's) Media Trends?

February 15, 2021

The words of iconic broadcast journalist Edward R. Murrow sometimes feel prophetic. More than 50 years ago, he noted, “The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to say and how to say it.” In today’s digital media landscape, that “old problem” poses even more of a challenge. The places where media professionals need to communicate continues to multiply. What’s more, in addition to the steady influx of distribution channels and accelerated demand for content to fill them, journalists and media organizations face some serious hurdles to re-establish and build trust. Fortunately, tools for journalists have evolved as well because the anticipated media trends for 2021—covered in our new trend report—will require access to some serious power tools to navigate the challenges and tap into the opportunities ahead.

Find what matters faster with Nexis® for Media

Whether you’re a television producer, an investigative journalist or marketing organization, you rely on information to do your job and deliver compelling stories to inform and inspire.

Part of this year’s mission—based on two of the trends topping our list—will be addressing consumers and investors ethical expectations. At a time when trust in the media has seen record declines, media outlets of all types will need to prove their social responsibility initiatives and ESG (Environmental, Social & Governance) programs are authentic and action oriented. Talking the talk isn’t enough to satisfy sceptics among either cohort.

What can help? A comprehensive research platform like Nexis® for Media makes it easy to conduct a single search across a broad swath of relevant content:

  • Deep newspaper archives for story background
  • Current global print, broadcast, and online news for in-the-moment awareness
  • Company, industry, and market reports for competitive insights
  • Legal and public records for researching interview subjects

With such a vast source universe at your fingertips, you’re better positioned to keep pace with the never-ending demand for content that lives up to the ethical standards of journalists and uncovers the actionable insights media organizations need to engage consumers, attract investors, and achieve growth despite disruption.

Data democratization trend puts pressure on media professionals

Another trend gaining momentum in 2021 is data democratization. But as we’ve witnessed, unfettered access to unreliable data contributes to scepticism. As media professionals, you’re on the front-line of facilitating access to information that your audiences can trust.

This trend hits on multiple fronts. Pew Research found that 53% of U.S. adults get their news from social media “often” or “sometimes.” But the shareable nature of social media also means that these social media news consumers are also being inundated with memes and misinformation, along with untold numbers of cat videos. Having a finger on the pulse of social commentary and trending topics in the news helps media professionals address emerging issues in a timely manner to win back the trust of consumers.

Consumers aren’t the only concern. Data democratization can pose a challenge within an organization as well. Colleagues across the business need information quickly—and the temptation to just “Google it” can be great. But the convenience of a search box on the nearest smartphone, tablet or laptop doesn’t make up for results that are dominated by clever SEO strategies, paid ads, sponsored posts, and articles of questionable provenance.

Tools for journalists and other media professionals can expedite delivery of meaningful insights to others in the organization. Nexis for Media, for example, allows you to create and share Alerts—whether you’re following an issue in the news, a competitor, or an industry.

Ready to look more closely at these and other trends for media in the coming year? Check out our trend report and then explore the potential of Nexis for Media for research that enables resilience.