In 2020 earned media took to the main stage and helped organisations maintain and build trust amongst their audiences during uncertain times. As paid media suffered from decreased exposure opportunities and budget cuts, PR has become a more critical function to organisations. At the same time, data has become a more critical tool for communications leaders, helping them to demonstrate accountability and prove the impact of their teams’ work. As we return to ‘normality’ to what extent will these changes stick against a backdrop of wider macro shifts across the whole media ecosystem? Using insights from Kantar’s new 2021 pan-European Media Navigator study, our presentation will explore the role of data in the communications leaders’ toolbox both now and in the future. We’ll look at wider industry changes including the proliferation of news aggregators and shifts in audience trust towards different content sources. To what extent will these influence communicators’ work? Combining the views of audiences and the communications industry across Western Europe, we will offer a unique perspective into the tools the communications leaders of today and tomorrow require to enable them to design and realise smarter communications strategies.

Takeaways will include:
The changing role of evidence-based communication strategies

How big is the threat from news aggregators to building and maintaining your audience

Where the optimum balance lies between tools and insights in order for leaders to demonstrate accountability and prove the impact of their work