This weekend will see the 84th celebration of National Newspaper Week and, as a former PR student and now a PR professional, I understand the importance of traditional newspapers and how crucial they are, writes Molly Young.
I would also encourage others to engage with local journalism to help ensure its relevance in the modern world because, if nothing more, your local newspaper can keep you informed on your hometown gossip.
But, as a consumer of social media, I confess that it’s rare I directly reach for or visit newspapers as a first point of call. Instead, I use social media to get my news and will then go to the newspaper to find out more.
Having recently joined Penguin PR, and as the youngster member of the team, I realise this means I may have a different relationship with newspapers.
As ex-journalists, they very much recognise the necessity of traditional newspapers, while my time at university was spent being taught by former industry professionals who constantly reiterated the need for traditional means of journalism, even in a digital age of technology advancements.
Are traditional newspapers sooo last year?
My social media journey began around the age of 13 when I first downloaded the Facebook and Instagram apps, although this started as simply uploading square pictures onto the app and waiting for my 10 followers to comment.
I sparked an interest in journalism when studying media at GCSE and A-Level, where I learned just how influential the media can be. I remember my secondary school media teacher (the fantastic Mr Price) telling the class that we would ‘never view a piece of media the same again’ when our lessons began.
He was right! We were taught topics like the media effects theory, that highlighted just how much the media we consume influences our thoughts and behaviours.
From that point on, I became aware that articles I read or videos I watch just may be marketed to me for a reason…
I then completed two weeks of work experience at my local newspaper, the Derby Telegraph. My two-week stint resulted in my name being credited at the bottom of some stories (thanks to the lovely journalists who I assisted, of course), and I have kept the print Derby Telegraph paper dated November 2019 ever since.
If I’m being totally honest, aside from my Journalism and PR studies at university, that newspaper was probably the last time I read a print piece of media as a consumer.
Now, like many people, my news is entirely digital. A lot of the time, I hear about happenings in the news via various social media platforms before I then read an online newspaper outlet.
Print journalism is often aesthetic and glossy, but it is just not accessible or fast enough for today’s generation that is chronically online.
Newspapers co-exist in the digital world of social media
Having started out as the primary source of daily news, newspapers compete with digital media and social platforms (and they lose), while the rise of social media has obviously impacted how we access and consume news.
However, established newspapers still maintain a reputation for quality journalism, providing a trusted source of information in a modern day of misinformation, having successfully transitioned to online platforms.
Most have established their own social media channels to reach wider audiences, including younger demographics, by engaging with readers directly through various social channels, podcasts, and newsletters, along with incorporating multimedia elements like visuals to enhance storytelling.
Granted, the online pop-up adverts and constant cookie notifications can be quite annoying, but online platforms make newspapers a lot easier to access and I recognise how they help people stay informed and updated on their community.
They also foster a sense of community by covering local events, issues, and stories that resonate with residents – all via a credible source – and they uncover issues to promote transparency to keep people informed.
Social media challenges traditional journalism but can amplify it
I’m confident that my regional news outlets are credible sources to learn about happenings near me, and, even in a world of social media, I’m aware they have a place.
And social media increases engagement opportunities for newspapers, allowing them to interact with their audience, gather feedback, and prompt discussions, as well as increasing readership.
So, while the rise of social media has challenged traditional newspapers, it has also opened new avenues for engagement and content, which I hope helps them to continue and encourages young people like me to support them – even if we don’t actively read them every day.
