Havas Red releases white paper on trust, media, and influence in Australia

Havas Red has published ‘A New Age of Influence’ white paper, examining the “the challenges and opportunities facing Australian media, the communications and PR industry, and those who consume news content”.

The announcement:

Havas Red, the earned-first PR, social, content, and brand experience agency, today released its latest white paper, A New Age of Influence: Navigating the News You Don’t Choose, with a special focus on the challenges and opportunities facing Australian media, the communications and PR industry, and those who consume news content.

With input from the local Australian Havas Red team, the global white paper explores the rapid evolution of digital platforms, the rise of algorithmic editors, and the blurring lines between journalism and commentary and how these forces are rapidly reshaping the way Australians access, consume, and trust news. With trust in traditional media at historic lows and misinformation spreading more rapidly than ever, the report calls for renewed commitment to credibility, transparency, and expertise from journalists, PR professionals, and platforms alike.

Against the background of rising global unrest, and the seismic shifts in the global alignment of political forces, misinformation plays an increasingly prominent role in shaping opinions based on outrage rather than truth. The question is, who should take responsibility for this – the writers, the publishers or the readers when they choose to read from sources they trust most, and which are seen to be genuinely independent. The challenge is that readers will be fed incoming information based on algorithms, which appear to be out of their control, or unrelated to their areas of interest. This leads to a force feeding of content, that can impact perceptions of truth and news distortion.

“Australia’s media landscape is at a crossroads. The way we consume news has changed fundamentally, and with that comes both risks and opportunities. Audiences are seeking more than just information—they want trust, depth, and meaning in an era dominated by noise and misinformation,” said Shane Russell, CEO, Havas Red Agency.

“For PR professionals and newsrooms alike, the challenge is clear: We must double down on our commitment to accuracy, transparency, and genuine connection with our audiences. The future belongs to those who can deliver credible, impactful journalism that stands out in a crowded digital environment.

“At Havas Red, we believe that investing in expertise, upholding integrity, and forging real relationships with audiences will be the key to success in this new age of influence. It’s not just about being heard—it’s about being trusted.”

Key themes from the white paper:

• Trust and credibility: With scepticism toward news and information outlets entrenched across Australia, the white paper highlights the urgent need for independent reporting, responsible storytelling, and stronger fact-checking mechanisms.

• The rise of algorithmic editors: Social media and AI-driven algorithms now dictate much of what Australians see online, challenging traditional newsrooms to adapt while maintaining editorial integrity.

• Citizen journalism: Empowered by mobile technology, citizen reporters are playing an increasingly important role in shaping news narratives but also raise concerns about misinformation and accountability.

• The value of specialisation: As newsrooms shrink and journalists are stretched thin, the white paper argues that deep expertise and specialised reporting are more vital than ever to rebuild trust and audience loyalty.

• The subscription era: With ad revenues declining, Australian media outlets are turning to subscription and premium membership models but must balance accessibility with the need for sustainable journalism.

Source: Havas Red

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