Audiences are tuning out due to information gaps. Here’s how savvy PR pros and content creators can fill the void and capture attention.

In an age of instant information, it might seem like audiences are better served than ever before. 

Yet, the 2024 Reuters Institute Digital News Report and other sources highlight significant “information gaps” in the media landscape. 

These gaps – stemming from changes in audience behavior, trust in news, and content accessibility – present an exciting opportunity for PR and content professionals, particularly in the third sector, to step in and fulfill niche needs. By understanding where audiences feel underserved, we can craft strategies that not only fill these voids but also foster deeper engagement and trust.

This is the third in a series of articles based on the evolving news media landscape and how PR professionals and entrepreneurs can respond. The others cover:

Why do information gaps exist?

Despite the abundance of content available, several trends contribute to growing gaps in how audiences consume information:

  • News avoidance: According to Reuters, 39% of global audiences admit to avoiding news altogether. Fatigue from negativity and overwhelming complexity are driving this trend.
  • Trust erosion: Trust in news has stagnated at around 40%, with wide disparities across regions. Misinformation concerns further exacerbate this.
  • Shifting formats: Younger audiences gravitate towards short-form, visual, and social media content, leaving traditional formats struggling to retain relevance.
  • Underrepresentation: Marginalised communities often find their stories overlooked or poorly represented, limiting audience connection and engagement.
  • Overload vs depth: While information is abundant, in-depth, nuanced, and solutions-focused reporting remains scarce.

These gaps highlight unmet needs and offer an opening for innovative, audience-focused approaches. Here’s how PR and content creators can rise to the challenge.

The report highlights six areas with “potential gaps to explore”: Local news, climate change, “fun news”, social justice (race, gender, LGBTQ+), mental health and education. 

Opportunities to fill information gaps

  1. Create bite-sized, engaging content
    • Audiences, especially younger demographics, prefer concise, visually engaging formats like TikToks or Instagram Reels. Short-form videos, infographics, and carousel posts can communicate complex ideas effectively while capturing attention.
    • Action: Develop campaigns that use these formats to break down key messages or showcase brand initiatives in a snappy, shareable way.
  2. Invest in positive storytelling
    • With audiences fatigued by negative news, there’s a growing demand for uplifting, solutions-oriented journalism. Spotlighting success stories and progress – whether in science, community initiatives, or individual achievements – can foster optimism and connection.
    • Action: Position brands as changemakers by highlighting their contributions to solving societal challenges, such as sustainability, innovation, or philanthropy.
  3. Humanise complex topics
    • Many audiences avoid hard news like politics or economics because they find it impersonal or inaccessible. Storytelling that focuses on individual experiences or relatable analogies can make these topics more engaging.
    • Action: Use case studies or narrative-driven content to frame technical topics, such as emerging technologies or regulatory changes, in a relatable way.
  4. Embrace local voices
    • Hyperlocal content remains underrepresented, with many communities underserved by national outlets. Localized stories and platforms that reflect diverse perspectives can build trust and relevance.
    • Action: Partner with local organizations, creators, or influencers to co-create campaigns tailored to specific regions or communities.
  5. Prioritise accessibility and inclusivity
    • Significant gaps exist in content accessibility, particularly for people with disabilities or those with limited digital literacy. Ensuring content is easy to consume and widely accessible can expand reach.
    • Action: Develop campaigns with inclusive formats, such as podcasts with transcripts, screen-reader-friendly articles, or visually intuitive graphics.
  6. Highlight marginalised narratives
    • Many stories – particularly those from underrepresented communities – remain untold. Content that amplifies these voices can not only fill a gap but also foster social progress.
    • Action: Collaborate with diverse creators and organisations to authentically share stories that resonate with new and existing audiences.
  7. Simplify science, health, and environment news
    • Topics like climate change and public health often feel too technical or overwhelming for audiences. Simplified, actionable content can bridge this gap.
    • Action: Leverage clear visuals, analogies, and plain language to translate complex topics into relatable narratives that inspire action.

The role of PR and content providers in shaping the future

Information gaps are rare opportunities to create meaningful connections with audiences. By addressing these unmet needs with creativity, empathy, and strategic thinking, PR and content professionals can lead the way in rebuilding trust, diversifying perspectives, and fostering engagement.