The Changing Media Landscape

A three-hour seminar on the evolution of media in the digital age

The rise of digital channels and social networks has had a huge impact on the media industry. Many traditional newspapers and magazines are now talking to more people than ever before, but most are struggling to make a profit. Meanwhile online anyone can become a publisher or a broadcaster, but how influential can a blogger or YouTuber really be? We look at how media has changed and is changing, and what that means for the PR people seeking to influence the influencers in the media business.


• A brief history of the internet, world wide web and digital media.

• The positive impact of the net on journalism and media.

• The editorial and commercial challenges faced by journalists and media owners in the digital age.

• Revenue streams for media beyond advertising and subscriptions.

• The five key ways this evolution impacts on PR.

• The ‘fake news’ debate and the problem of trust.


• Anyone working in PR keen to understand the challenges faced by the media sector and how it impacts on media relations today.

This course is led by Chris Cooke, a business journalist, media entrepreneur and communications expert who has been writing about and advising on the media industries for two decades. Chris provides training and consultancy via Media Insights and is also a key trainer for the Taylor Bennett Foundation.

We run our training courses in-house for companies and organisations. Each course can be delivered as either an interactive seminar or webinar for a small group or a lecture for a larger group. We can also adapt courses to suit a client’s specific requirements.

To book this course email