Telecoms media Q&A with contribution s for Telecoms.com (Scott Bicheno), Light Reading (Iain Morris), The Mobile Network (Keith Dyer) and Total Telecom (Harry Baldock)

Over the past 18 months, the mix of covid-19, global lockdowns, and the rapid switch to digital everything / everywhere / any time, has forced businesses to adopt different approaches to reach their target audiences. This has included the telecoms industry, a sector Babel has long represented, and the media which cover it. We therefore set out to examine how the landscape has impacted telecoms journalists during the first half of 2021, how the decision to move Mobile World Congress has impacted news cycles, and – crucially – how PRs can best engage with them in our current climate.

To understand this, we sat down with some of the most influential journalists in the space: Scott Bicheno, editorial director at Telecoms.com, Iain Morris, news editor at Light Reading, Keith Dyer, founder and editor of The Mobile Network, and Harry Baldock, news editor at Total Telecom. They shared a host of interesting insights and shone a light on how the last 18 months of lockdowns have impacted PR and journalist dynamics. One key change felt across all sectors is the speed at which digitalisation has accelerated – which in turn has impacted how people want to consume content.

Scott Bicheno of Telecoms. com, for instance, told us that the publication’s podcast has been doing well. Like many trade titles today, Telecoms.com (as the name suggests) is digital-only which, he said, gives it “the advantage of being able to track which stories are read most, so, naturally, we are more inclined to cover the popular topics.” Iain Morris, Bicheno’s podcast partner in crime, agrees, highlighting the “move to so-called digital formats like podcasts and video-based interviews” as a top tech trend over the past 18 months.

This was also echoed by Total Telecom’s Harry Baldock, who revealed his outlet has seen an increased demand for video content, together with increased viewership and longer digital engagement times for digital content. Baldock observed, however, that – as with written content – there’s a potential for oversaturation and fatigue, making it particularly important to be creative and strike.

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