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Host Miko Santos asks Managing Director of MediaNet Amrita Sidhu in this enlightening Santos Unfiltered episode about the just-published 2025 Australian Media Landscape Report.
The thorough poll of 521 reporters exposes important patterns influencing Australia's media landscape: a worrying 67% drop in trust, increasing influence of artificial intelligence on employment security, and ongoing gender pay inequality.
Press releases remain, for 83% of reporters, a vital source of information despite obstacles. With pragmatic advice for media workers and communicators, the conversation looks at how changing social media platforms, economic pressures, and false information are reshaping the journalistic scene.
If you want to chat more about this topic, I would love to continue this conversation with you, over Twitter @realmikosantos!
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In this episode, we cover:
Trust in Media Declining: 67% of journalists reported a decrease in public trust, with misinformation and fake news identified as the biggest threat to public interest journalism by 75% of respondents.
AI Concerns Widespread: 88% of journalists expressed concern about AI's impact on journalistic integrity, with 60% reporting they or someone they know has lost work due to AI implementation.
Social Media Landscape Shifting: Twitter/X usage among journalists dropped 10% between 2023 and 2024, while BlueSky achieved 19% adoption in just one year. Facebook remains the most used platform despite misinformation concerns.
Economic Pressures Persist: Money was cited as journalists' top challenge for the third consecutive year, with 67% feeling underpaid while being required to produce content across multiple platforms.
Gender Pay Gap Continues: 38% of male journalists earn $100,000+ compared to only 23% of female journalists, highlighting ongoing industry disparities.
Resources and links mentioned in this episode:
Connect with Amrita Sidhu through Linkedin
Download the 2025 Australian Media Landscape Report
Detailed Synopsis
Miko Santos first welcomes Amrita Sidhu, Managing Director of MediaNet, to talk on the 2025 Australian Media Landscape Report, which polled 521 reporters from several media outlets.
MediaNet has performed this yearly study for six to seven years, Sidhu says, to honour the journalistic community and inform PR and communications professionals about the opportunities and difficulties confronting people employed at the "news media coalface." The objective is to produce thought leadership that strengthens ties between media professionals and public relations communicators.
The discussion soon veers to the alarming 67% drop in confidence recorded by reporters. Sidhu names media fragmentation and the spread of false information as among the numerous contributing elements. She draws attention to a contradictory relationship with social media: while 60% of reporters claim these same platforms produce fake news and misinformation, 70% of them use social media as a story source.
According to Santos, the main threat to public interest journalism is 75% of reporters pointing out false information and fake news. The conversation then turns to the notable 10% decline in Twitter/X consumption among reporters during 2023–2024. Sidhu notes that a fast adoption of BlueSky (16–17%) has offset this drop, implying reporters still need a social network for both content creation and sourcing. She links Twitter's fall to deteriorating trust, therefore indirectly mentioning Elon Musk's impact without openly criticising him.
Ms. Sidhu addresses the impact of artificial intelligence by outlining a "paradoxical" scenario whereby 67% of reporters are not really using it yet 88% of them express worry about how it may affect journalistic integrity. She says this points more towards "fear of the unknown" than towards actual AI tool knowledge. Sidhu notes comments from polled reporters to underline how fundamentally media depends on human creativity and intellectual processes that artificial intelligence cannot replace.
The discussion then looks at job losses connected to artificial intelligence; 60% of reporters say they or someone they know has lost employment because of AI. Sidhu points to developing needs like improved fact-checking abilities that will change as artificial intelligence integration proceeds, clarifying that this often reflects a change in roles rather than total job elimination.
Regarding social media channels, despite worries about false information, Facebook is still the most often utilised medium among reporters. Sidhu points out that the poll was carried out in January; maybe before Meta's decision to eliminate some fact-checking tools could have a full effect. She projects BlueSky's use will keep rising all year long.
Regarding financial difficulties, Santos notes that for three straight years, money has been listed as the main concern for reporters and relates his own experience using Substack for extra revenue.
Sidhu says 67% of reporters feel underpaid in 2024, mostly due to more work across several platforms without matching pay raises. While 46% of reporters utilising alternative platforms like Substack seek more editorial flexibility, 53% of them do so mostly for financial reasons.
With statistics indicating 38% of male reporters earning $100,000+ compared to just 23% of female reporters, the conversation also covers the gender pay gap. Sidhu underlines that solving this discrepancy calls for action at the top leadership level of media organisations and expresses dismay that it continues year after year.
Sidhu says she wants to think the 72% of journalists who say their reporting is free from prejudice is accurate, even if she admits some degree of bias is unavoidable in all kinds of content creation.
Sidhu's reflections on how the social media terrain might change for reporters by 2026 wrap up the interview. Emphasising the importance of organisational rules to enable reporters to negotiate this complicated environment, she expects further fragmentation and difficulties in locating credible sources. Sidhu is sure that the sector would adjust despite these obstacles like it has done in past upheavals.
What Readers Will Learn
How trust in media is eroding and what factors are driving this concerning trend
The real impact of AI on journalism jobs and why many journalists fear its implications
Which social media platforms journalists are embracing and abandoning in 2025
Why economic pressures continue to challenge journalists and how they're responding
How gender pay disparities persist in journalism despite increased awareness
The complexity of maintaining unbiased reporting in today's polarized media environment
How the press release remains a vital tool for journalism despite digital transformation
Practical insights for PR professionals looking to build better relationships with journalists
How the Australian media landscape compares to global journalism trends
What media professionals can expect in terms of platform evolution over the next year
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