WEBINAR RECAP: Expert views on the 2025 Media Landscape Report

Medianet’s 2025 Media Landscape Report highlights mounting concerns regarding the impact of technology, social media, and public trust on the future of journalism. The findings also spotlight the rapid rise of generative AI and the increasing threat of misinformation.

To further unpack these results, Medianet hosted a live webinar featuring Mumbrella Editorial Director Hal Crawford and Media Stable Managing Director Nic Hayes, moderated by Medianet’s Managing Director Amrita Sidhu. Together, they explored the key trends and challenges shaping newsrooms in 2025.

AI outcome will not be binary

In the 2025 report, generative AI emerged as a major concern, with 88% of journalists concerned in some way about its impact on journalism. One respondent remarked, “Until ChatGPT can have a deep and meaningful interview with a top CEO, then my job is safe.”

Mumbrella Editorial Director Hal Crawford challenged this viewpoint: “This quote indicates a limited view of the journalistic world. It’s a binary view —  it's either I have my job and it's just like everything used to be, and I'm interviewing CEOs or my job's been completely taken away by robots. I don’t think the world is like that.”.

Comparing the emergence of AI to the emergence of the Internet and digital media, Crawford explained, “ It has been a shades of grey and multicolored. Some people have prospered, others have not. Others have gone out of the profession, and basically everything's changed. And I think that that's the case with AI. 

Media Stable’s Nic Hayes agreed, emphasising the need for an open-minded approach, “ it's getting more human, it's getting more emotional, it's getting the energy around, it's getting better and it will continue to do so.” He said that how we work with AI and how we deal with it will ultimately matter the most.

Even though both panellists highlighted that no AI is used to generate copy or content on Mumbrella or Media Stable, they acknowledged AI as a valuable tool rather than a replacement for journalists.

News Corp’s AI tool: A bold move

The announcement on News Corp and OpenAI’s agreement to bring News Corp's news content to its AI platform (NewsGpt) sparked differing viewpoints.

Hal praised the initiative: “I totally, highly commend News Corp for embracing it and going for it.” He added that criticism should not deter experimentation.

Nic adopted a cautious stance, asking, “It does concern me. Is it for the purposes of cost-cutting? Is it for the purposes of sending resources elsewhere?” He warned that removing the human element risks “disrespecting our audience to the point that will be to the detriment of the media house.”

LinkedIn, the unsung hero of social media sources 

Social media remains central to journalistic work, with 70% of journalists using it as a source for stories. But the platforms journalists use keep on changing. The report revealed a significant decline in the use of X (formerly Twitter), while Facebook and LinkedIn maintained strength. “Facebook is providing pictures and facts for thousands upon thousands of stories,” Hal explained. “Another unsung hero is LinkedIn.”

Nic, who deleted his X account and plans to shut down Media Stable’s Facebook page, described X as “a vile place since Musk took over,” predicting a further 15–20% drop in usage next year. Hayes also remarked, “LinkedIn is the place to be. I think definitely from a professional position.”

Trust and misinformation: A broader institutional challenge

Trust in media continues to decline, with 75% of journalists reporting that disinformation threatens public interest journalism.

For Hal, “poor reporting” isn’t solely to blame: “I don’t think that trust in media has declined because of media’s inadequacy to contextualise issues. It is actually part of a wider decline in trust in all institutions.”

So, what should brands and organisations do differently to build trust?

Nic Hayes encouraged persistence and emphasised the role of audience expectations, “You've gotta keep knocking on the door. You've gotta keep putting it, presenting it forward. Audiences are getting too much of what they want from the media.”

He added that building long-term trust requires organisations to understand media audiences and continue delivering credible, valuable content — even when immediate coverage isn’t guaranteed.

On the question of how brands can not be cut out of the story, Nic reminded the audience that storytelling needs to prioritise the audience, not just promote a brand. “ It's not always about you and your brand. It is about your audience. So first and foremost, have them in mind and you've gotta come about it from different ways creatively and do it.”

Pay and resourcing: Journalism’s ongoing struggle

Journalist pay remains the top concern for the third year in a row, with 67% of respondents saying they feel underpaid. Both speakers discussed the vocational nature of journalism and the financial pressures facing media businesses.

“There’s been a big and long streak of idealism in journalism,” said Crawford, acknowledging that many journalists accept lower pay in pursuit of meaningful work. But he also pointed to systemic issues, including oversupply of journalists and the collapse of traditional media revenue models.

Hayes echoed the concern, highlighting that media professionals are being asked to do more with fewer resources: “Look, it's not the only industry that is suffering from this at the moment. We're overworked. We're underpaid, and there are a lot of questions and a lot of requests in the media to do far more and do it for far less.”

When asked whether tech giants are “stealing” media revenue, Hal responded: “The money has not been stolen… it has moved, and it’s not even the same money.”

Press releases continue to be relevant

Despite the above shifts and changes, press releases remain a key source of stories for journalists.

“They allow someone who is ready to tell their story to get it out there,” said Hal Crawford. He emphasised that press releases should serve as a starting point, not the finished product. “ A press release is not a story. They shouldn’t be analogs of each other,” he added, referring to press releases and published articles. “ It is about getting the information out into the world.”

Nic advised PR professionals to be more strategic. “Stop sending non-newsworthy content… understand who you're sending it to and the audience of that media.”

Journalism at a crossroads

The conversation highlighted a clear consensus: journalism in 2025 sits at a crossroads shaped by powerful technological advances, shifting social media dynamics, and enduring trust challenges. Despite uncertainties around AI, platforms and pay, one truth remains evident: authenticity, meaningful relationships, and strategic storytelling are more crucial than ever.

For journalists, PR professionals, brands, and organisations alike, the path forward is about embracing innovation thoughtfully, prioritising human insight, and building long-term trust. 

How the media and journalists adapt to the change will shape their future.

Watch the full webinar here.

Download the full 2025 Media Landscape Report here to explore the findings in detail and gain insights to navigate the future of media and communications in Australia.