The news landscape isn’t just evolving. It’s shifting shape.

Social media has now overtaken TV as a primary news source in countries including the US. Video is everywhere: The Economist has added vertical reels to its homepage; the New York Times embeds TikTok-style clips alongside its articles. And 15% of under-25s now use AI tools like ChatGPT to access news directly.

We have always been determined to ensure that our coaching reflects a changing media landscape.

From Day 1 of Inside Edge, our sessions have been shaped by direct insight from a network of working journalists across the UK. And while we will still prepare spokespeople for outlets like Today, Sky News or The Guardian (that will never change) we will also now help people:

• record sharp, confident 30-second video clips for social media

• speak fluently and informally on podcasts

• give liftable quotes to an influential e-newsletter or digital-only local news provider

UK news is online-led, mobile-first and algorithm-powered. And it’s easy to be cynical when over half of TikTok users say they trust influencers more than traditional news outlets — but we believe that creates more space, not less, for expert voices who are human, articulate, and credible.

It’s a challenging media landscape, but also one of opportunity for a spokesperson who knows how to navigate it.

And that’s where we come in.