As

more and more journalists are reinventing themselves as social media

personalities, Jeremy Page, executive vice president and global director

of creative at KWT Global, takes a closer look at what this means for the PR, media and comms industries and how agencies should react.

It’s no secret that the media industry has changed drastically over the past couple of decades. The smell of spray mount no longer lingers in the nostrils of account executives and I've long since lost the advantage of being one of the privileged few who knew how to use the binding machine for pitches.

With ever more aggressive competition, shrinking media budgets, ambitious article demands and smaller teams, those in media and comms are finding themselves having to adapt to stay ahead of the curve.

A recent study by Charlesbye Strategy, surveying over 8,000 Britons, found that over 40% of Gen-Zers get their news from TikTok at least once a day, compared to just 19% for the BBC - in short, social slays.

Platforms from Meta to X have become go-to sources for research and information, and we're witnessing a huge shift in how content is consumed and shared.

It might seem like a tough landscape, but that's also where the biggest opportunity lies.

Enter the “journo-fluencer” - a breed of content creators that we all need to embrace. These are seasoned journalists with deep expertise and trusted voices, and they're breaking through the traditional media landscape by leveraging social media to share their stories and insights.

Gen Z has grown up with the internet and social media ingrained in their lives, valuing authenticity, diversity, and sustainability above all else. Journalists like Sophia Smith Galer are pioneers in this space, pushing the boundaries of traditional media. An author, broadcaster, and investigative journalist, Smith Galer has championed the use of TikTok as an investigative tool and publishing platform for journalists. Her innovative approach earned her the British Journalism Awards' Innovation of the Year and a spot on the prestigious Forbes 30 Under 30 List.Under 30 List.

It’s clear the game has changed, and we need to change with it. The old silos between media relations and influencer teams are crumbling. It's time to blend our approaches and embrace the wide spectrum of creators.

We should value and leverage skills like relationship building, storytelling, team leadership, and data analysis. The forward-thinking agencies are already reorganising their teams based on these competencies, not platforms.

This kind of collaboration is how we make the ambition of full integration a reality in our planning. Or for the younger audience out there, it may seem obvious but IYKYK!

Written by Jeremy Page, executive vice president and global director of creative at KWT Global