Havas Red has released a new white paper exploring the pressures reshaping Australia’s media and communications industries, urging journalists, PR professionals, and platforms to rebuild trust in an era increasingly dominated by misinformation and algorithmic influence.
The paper, titled The New Age of Influence: What’s Shaping Modern Media – and How Brands Can Respond, examines the shifting dynamics of how Australians access and engage with news. It identifies a digital landscape where content is increasingly curated by algorithms rather than editors, eroding public trust and complicating the path to credible information.
“Australia’s media landscape is at a crossroads,” said Shane Russell, CEO, Havas Red Agency. “Audiences are seeking more than just information—they want trust, depth, and meaning in an era dominated by noise and misinformation.”
Shane Russell
Russell added that for PR practitioners and newsrooms, “The challenge is clear: We must double down on our commitment to accuracy, transparency, and genuine connection with our audiences.”
Key takeaways from the white paper
• Trust and credibility: The report points to deep-seated scepticism in the media, calling for stronger fact-checking, independent reporting, and responsible storytelling.
• Algorithmic influence: AI and social platforms increasingly shape what users see, raising concerns about bias, clickbait, and the loss of editorial oversight.
• Citizen journalism: While empowering, the rise of grassroots reporting presents challenges around accuracy and accountability.
• Importance of specialisation: As newsroom resources shrink, the paper calls for a renewed focus on subject matter expertise to maintain journalistic standards.
• The subscription shift: With ad revenues falling, the industry is moving toward reader-supported models—but accessibility and value must remain top of mind.
The Australian edition of the paper draws on insights from Havas Red’s local offices in Sydney, Melbourne, Brisbane, Hobart, and Perth. It situates the challenges facing earned media in a global context, from political instability and corporate consolidation to the changing economics of journalism.
“It’s not just about being heard—it’s about being trusted,” Russell said. “At Havas Red, we believe in investing in expertise and forging real relationships to deliver meaningful communication.”
Havas Red’s white paper, The New Age of Influence: What’s Shaping Modern Media – and How Brands Can Respond, can be accessed here.