RECENT studies from the American Press Institute show that Gen Z and Millennials still get news from traditional sources like local and national outlets, but they’re more likely to check social media for news more often. Gen Z, in particular, tends to get news daily from social media platforms, with 74% of them doing so compared to 68% of older millennials. According to Pew Research, about 33% of Americans still get news regularly from television. However, fewer people rely on radio or print for news. In 2024, only 26% of U.S. adults said they often or sometimes read news in print.
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This doesn’t mean these groups only trust social media for reliable or complete news.
Many people now follow news organizations and journalists on social media, and when they see something interesting in their feed, they click through to read the full article—sometimes using a free monthly subscription or looking further into the story outside the app. To keep readers interested, news outlets are using different ways to present their content on social media instead of just headlines or short snippets.
There are concerns about issues like algorithm bias and false information as more people turn to social media for news.
But for readers and PR professionals, many news organizations are adapting by using a broader, multimedia approach. They’re expanding their reach and making reporters’ roles more versatile, covering stories across multiple platforms.
“Biggest change in recent years has been the rise of digital platforms and social media,” says Brittney Feudo, Senior Account Supervisor at Castle and former producer at NBC Boston.
“News producers now have to think about delivering content across many platforms— websites, apps, social feeds, video, and even podcasts. The speed at which reporters and producers work is faster than ever, and audience engagement is a major focus.”
“Newsrooms often use social media to break news, hint at upcoming segments, or talk directly with viewers,” Feudo adds.
“Sometimes a whole story comes together from a viral moment or a strong social media response. This shift is because of the need to grab attention in a news cycle that never stops.”
News organizations have developed a clear voice, style, and schedule for their social media content.
Platforms like NPR or Castle, along with local outlets such as The Boston Globe, GBH, and WBZ Newsradio, use social media to create engaging, visual stories that can be seen and shared for a long time. These platforms aren’t bound by the time limits of traditional broadcasts or radio, which allows them to create more dynamic content.
To stay competitive in the changing media world, strategies need to be tailored for clients, their audiences, and the news cycle.
We believe this trend will keep growing, and we’re excited about the new ways to reach audiences and work with journalists. As things develop, we’re ready to support our clients and the media in creating stories that are engaging, exciting, and impactful.