Journalists are the New Influencers

In light of these trends the recent 2019 Global Comms Report quotThe Path to Progressquot published by PRWeek and Cision highlighted some notable shifts in the influencer space Despite nefarious attacks on journalists under the toxic guise of quotfake newsquot mainstream journalists are now one of the most potent and respected categories of influencers globallyTaking a more indepth look the report highlights that 60 percent of respondentsamp160choose mainstream journalists among their top three most powerful influencers in terms of impacting consumer behavior amp8212 with 27 percent choosing them as the most powerful such influencer This perception is a clear break from the more vacuous reputation of influencersIt is also notable that at the same time the report cites that Instagram continues to cement itself as the most significant social media channel with 57 percent of respondents ranking it among their top three and 22 percent claiming that it39s their number one choiceInfluencer culture distinct from just a lever of marketing is expressing that while image remains essential people are increasingly seeking engagement with those who are providing meaning in their lives Currently our media is dominated by a structure where those in power assault the truth on a daily basis It should not be surprising to see a correlated powerful longing for honest contentAs much as journalists provide that truth their role in influencer culture is a natural outcome of a toxic media environment Brands measure their ability to compete in a socalled quotattention economyquot but what they are missing is that there is always attention for quality interactions Journalists are making meaning out of increasingly chaotic times and their influence is growing as a resultDefining who journalists are and in turn what qualifies as journalism is undergoing a significant shift Of course stalwarts such as The New York Times have seen their digital subscriptions rise since 2016 Still alternative voices that defy mainstream journalist categories are building significant followings and moving the dial on culturebased conversationsIn 2014 TaNehisi Coates39 essay quotThe Case for Reparationsquot shook the conventions of extended form essays and cemented his status as a renowned cultural critic Fastforward the potential policy implication of reparations has been debated in the editorial pages of the New York Times and on the stage of Democratic debates Artist Molly Crabapple has used her art and writing to cover events such as Occupy Wall Street and the Syrian refugee crisis and has provided artwork for both JayZ and Representative Alexandria OcasioCortez Writers such as Lauren Duca Sarah Kendzior and Laurie Penny and outlets such as The Intercept are leaders in a new type of journalism that takes up the slack in covering stories and communities missed by mainstream outletsBuzzfeed once infamous for listicles has more recently focused its effort on delivering investigative journalism to connect with readers The recent 1619 Project curated by Nikole HannahJones and published by the New York Times is a collection of essays and multimedia that fills in critical gaps in the American founding mythos as it pertains to slavery The reception the piece received and its adoption into many educational curriculums is proof of the growing reach and impact of journalism as a medium of significant influenceBrands and journalists don39t have the same mission but that doesn39t mean there are no lessons to be gleaned from their ascent in the influencer food chain Brands have increasingly attempted to leverage their business goals to purposedriven initiativesIn a recent essay I argued that the value of purpose is one of the new benchmarks driving influence One can draw a connection between the increase in a purposedriven brand mandate and the rise in journalists as influencers As society has morphed into a VUCA volatile uncertain complex and ambiguous reality people are seeking those who can help in making the world around them a better placeThe ensuing shift in people39s values amp8212such as truth clarity and contextual information amp8212 becomes even more important as they set the tone for strategic communication Any brand with a goal of meaningful connection with its audience through influencer channels must take a shared values approach to maintain relevanceClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Journalists are the New Influencers

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Philip McKenzie

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Journalists are the New Influencers

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Philip McKenzie

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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