3 predictions for the 2023 media landscape

The new year has arrived, and with it, the typical optimism and hope for better things to come.

We could use some of that positivity when examining the state of media, as publications and social networks have been racked with instability–leaving those who work in the field tossed about in turbulent waters.

Are we in for more of the same, or are there any reasons for a better year ahead? After a deep stare into the official Bulleit Group crystal ball, here are three predictions for the state of media in 2023 and what it means for communications leaders.

More investment in owned content

Earned media is usually a favored destination. A splashy headline and well-written article in an authoritative publication can set a company apart with third-party credentialing that comes with editorial integrity. Yet with 2023 shaping up to be another year with significant disruptions in the media landscape (more on that below), journalists have even less time to vet your company and decide if you're worth covering. And that media outlet you once craved may be a shell of its former self—or on the way out entirely.

This year, owned content will play an even larger role in a successful media strategy. From newsletters to blogs, podcasts, and social campaigns, defining your company’s message and establishing authority on your own terms is a powerful way to get attention from reporters who want greater validation about who they’re covering.

Yet, any good content strategy is about more than just increasing media hits. It's also about growing your business. In her Axios Communicators newsletter, Eleanor Hawkins points to an Edelman-LinkedIn study on the enduring power of thought leadership. Among those surveyed, 55% of decision makers said high-quality thought leadership is even more critical for winning business during an economic downturn.

Thought leadership is sometimes derided as the home of dry, unoriginal corporatespeak. Yet well-written content that offers an original point of view backed by data-driven insights will land with the press and potential customers alike.

Ongoing disruption to media

As others have predicted, expect even further trouble for media organizations in 2023—unfortunately, this may mean additional layoffs, closures, and restructuring. What does it mean for day-to-day work in media relations?

First, many journalists are now not only trying to cover their own beat but also that of their colleague who was just laid off. Competing for attention, already a challenging game, is now even more difficult. Additionally, the reporter you’re working with who covers healthcare may have just landed on that beat six weeks ago after five years of covering the automotive space.

Yet that's where there may be an opportunity. The reporter who just shifted to a new beat may be more receptive to exciting pitches and industry education to help them establish themselves and get up to speed on the industry they’re now tasked with writing about. Also, consider their background: a healthcare reporter with an automotive background may bring in perspectives they gained on health and wellbeing while writing about vehicle safety. These new dynamics enable better storytelling—a win for your clients. 

Events are (mostly) normalizing

Events are by nature social, which has made for a turbulent ride ever since the pandemic hit.  

This year, planning won't be the roller coaster it's been in the past: 2020 saw everything go virtual, with 2021 resulting in a mashup of on-again and off-again changes depending on the state of outbreaks, vaccinations, and willingness of companies to send their people to an in-person event.

At the beginning of 2022, you had to plan to pivot an event from in-person to virtual at the last minute. This year, events should settle into their new normal. Communications professionals can engage in more strategic planning. The in-person meetings will likely happen, and the virtual events will probably stay that way. Whereas many events will continue with hybrid models that may serve clients well on a case-by-case basis.

Additionally, event organizers will be even more committed to finding dynamic, engaging speakers to win back attendees after years of disruption. They will pursue speakers from a larger region of opportunity, including international experts. Build a strategy around the events that align best with your clients’ goals and the formats where they excel.

Clairvoyance isn’t guaranteed, but this look ahead should get you off to an excellent start for a successful 2023. 

Derek Walter is Vice President of Content with The Bulleit Group.

In each issue, we highlight interesting and newsworthy perspectives from the world of media and communications.

• ChatGPT could permanently alter the way we plan for communications. PR Daily shares the challenges and potential applications to PR and writing with this new chatbot.
• As Twitter faces uncertainty about its future, Mastodon is rising as an alternative for public discourse on social media. TechCrunch shares how this platform is gaining momentum and becoming a destination for journalists. 
• It can be tricky to navigate breaking news when the news that needs to be shared is negative. Memo explores how Meta is successfully riding out negative news cycles, including the latest layoffs, through its “bad news” strategy.