It Won’t Go Back to the Way it Was


As we wind down one of the worst years in our collective lives, our hopes turn to 2021, with its promise that some things will go back to the way they were.

But some things won’t.

The pandemic and accompanying recession have forever altered a media landscape that was already in transition. And some of these changes may actually be good news for you.

Zoom Interviews are Here to Stay

Why would the TV News industry continue making huge investments in live trucks, camera equipment, and professional videographers, when the whole world has come to accept DIY home studios and inferior production values that come at zero cost? Expect Zoom interviews to dominate broadcast journalism, even when it’s safe to send camera crews back into office buildings again. Meanwhile, specialty/trade reporters who used videoconferencing to connect with their industries in the absence of trade shows, will still do so in 2021.

You’ll Have More Chances to be Interviewed

With easier access to newsmakers (see above), news outlets will call upon more of them. Remember when networks and local stations had to send out camera crews or shuttle guests to the nearest studio in order to do interviews? Today, every person with a laptop or smartphone has videoconferencing software and knows how to use it. As pandemic news morphs into recovery stories, followed by a gradual return to pre-COVID news priorities, brands seeking coverage will have great opportunities.

Reporters Will be Back

Sadly, there will be fewer reporters. But those who still have jobs will get back out into the world, just as you will. Expect local stories, particularly breaking news, to attract journalists to the scene again. If the story is big enough, you may even find yourself becoming reacquainted with the good old fashioned news conference.

Meanwhile, take advantage of the transition time to get your team some virtual coaching. Just like the media itself, media training isn’t going anywhere, it’s just changing.

Mark Bernheimer

Mark Bernheimer is a former CNN correspondent and the founder of MediaWorks Resource Group, an internationally renowned media training and consulting firm.