A significant shift is underway in how Australians access and engage with news. According to the latest Digital News Report: Australia 2025 from the University of Canberra, social media has now overtaken all other sources, including news websites, radio, and television, as the most common way Australians stay informed. One in four Australians now say social media is their primary source of news, with platforms such as Instagram, TikTok, Facebook, and YouTube dominating their information diet, particularly among younger audiences.
Among those aged 18 to 24, Instagram leads as the most popular platform for news (40%), followed closely by TikTok (36%) and YouTube (31%). However, perhaps the most revealing development is that 29% of Australians now express interest in receiving AI-generated news summaries, and 9% are already using generative AI tools such as ChatGPT or Google Gemini as a regular source of news.
For communication professionals and organisations, this signals not just a shift in where people are getting their information, but how it’s being shaped, interpreted, and distributed.
Why Traditional PR Isn’t Enough
Public relations has long rested on three strategic pillars:
- A well-crafted story that cuts through
- Timing aligned to the news cycle
- Placement in credible media outlets
Historically, success meant securing coverage in respected newspapers, arranging interviews with broadcast media, and distributing media releases. But in today’s news environment, stories often break first on social media, not from newsrooms, but from creators, influencers, or even algorithmically curated feeds. In this new media economy, speed, visual storytelling, and virality often trump authority and fact-checking.
Adding to the complexity is the growing influence of generative AI. Many users now rely on AI chatbots to interpret breaking news or company updates. This introduces serious risks: according to research cited in the report, AI can misrepresent facts, confuse context, and deliver overconfident but inaccurate summaries, especially when dealing with complex or evolving news stories.
This raises a critical issue for organisations: you may no longer control how your message is received, even if you crafted it carefully. A statement could be picked up, paraphrased, or misunderstood by an AI summariser, and that version might be what your stakeholders see first.
The New Rules of Engagement
To succeed in this fast-paced, fragmented news landscape, communications professionals must adopt a more agile, audience-centric approach.
Here’s what that looks like:
- Know your audience’s news behaviours.
Are they scrolling TikTok on their commute? Using Google Discover? Asking ChatGPT for updates? You must meet them where they are, not where you think they are. - Anticipate how your content might be reinterpreted.
This means writing clear, jargon-free statements and headlines that can stand alone in an AI summary or social tile. - Build trust through transparency.
The 2025 report shows that trust in news has declined to 37%, and even fewer (19%) trust news on social media. Audiences are seeking sources that appear transparent, authentic, and open about their biases. - Invest in visual and shareable content.
In an environment dominated by short-form video, your PR efforts should include visual assets, behind-the-scenes clips, explainers, or quick reels that contextualise your message. - Monitor and respond in real time.
News travels fast. If something is misinterpreted, your response needs to be equally rapid and visible across platforms.
Implications for Media Professionals
The rise of AI-generated news isn’t just a novelty; it’s a paradigm shift. Journalists are increasingly sharing the stage with algorithms, while PR professionals must now consider how to write for both humans and machines. There’s growing pressure to format messages in ways that are machine-readable but still emotionally shaped.
Meanwhile, the trust gap, especially among younger audiences and marginalised communities, means that authenticity, ethics, and credibility have never mattered more. Simply getting coverage is no longer enough; it must land with the right tone, timing, and transparency.
Final Thoughts: Communicate with Purpose, Not Just Volume
Public relations today isn’t about simply distributing content. It’s about navigating a landscape where news is fragmented, filtered through algorithms, and interpreted by both AI and humans. To stay relevant, organisations need a strategy that combines human insight with digital proficiency.
At Infodec Communications, we help businesses adapt to this new normal. From message development and media strategy to platform-specific content and crisis response, our team works across traditional and emerging channels to keep your message clear, trusted, and visible.
Ready to evolve your communication strategy?
Let’s talk.