How podcasts fit into the news cycle

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While renewables like wind and solar are often framed as the future of energy, the renewables market faces many challenges in seeing that journey through, especially regarding Australia’s Paris climate agreements. The path to a clean energy future in Australia is fraught with disruptions and distractions, as media reports, and exploring the factors shaping media coverage of energy alternatives and clean energy reveal a shifting understanding of renewable energy sources.

Peak media coverage of renewables centres on government actions seen as hindering clean energy progress. Stories like keeping Eraring operational, nuclear energy debates, and delays in environmental law reforms highlight a perception of indecision on ecological issues. While traditional media spikes around policy updates, social media discussions are steadily growing, reflecting increasing public engagement with Australia’s renewable energy transition. Analysing these trends reveals how media narratives shape and respond to audience perceptions in this evolving debate.

Renewable energy is widely hailed as a cleaner, cheaper, and more stable alternative to fossil fuels, but media and social discussions paint a more complex picture. Concerns about affordability and feasibility are growing, driven by economic shifts, supply chain issues, and the lingering effects of the 2022 energy crisis, which media attribute to cold snaps and the Russia-Ukraine conflict, all while Australia remains heavily reliant on coal and gas exports.

Topics like grid overload, the need for better battery subsidies, and the failure of taxpayer-funded rebates to support solar businesses dominate conversations. Meanwhile, wind farms face local opposition due to environmental and land use impacts, and debates over nuclear energy disrupt investment in solar and wind, further complicating Australia’s clean energy strategy.

Nuclear energy’s potential introduction into Australia’s future energy mix has further unsettled renewables investors, with media highlighting concerns over its impact on wind and solar investments. For more context listen to our podcast interview with Pablos Holman, General Partner at Deep Future. Wind energy faces criticism for using taxpayer funds to benefit private companies, while hydrogen’s future is uncertain following high-profile project withdrawals by Fortescue and Origin. The media’s portrayal of these issues underscores ongoing public and industry doubts about Australia’s renewable transition and the role of nuclear in the energy debate.

Watch below the shifts in coverage of significant policies and strategies over time to understand why some strategies stay in the headlines while others peter out.

The Labor government’s flagship Future Made in Australia Bill is central to its energy vision and, in November, was passed to support a net-zero transition. The May budget highlighted turning Australia into a renewable energy superpower with dedicated funds for solar, battery, and hydrogen projects. However, the opposition has framed hydrogen and critical minerals tax breaks as “corporate welfare”. Over time, it looks like Labor’s Future Made in Australia Bill is at a tug of war for media attention against the opposition’s nuclear strategy. Australia’s energy future, however, is not wholly detached from fossil fuels. Labor’s Future Gas Strategy positions gas as a necessary transition fuel while being central to Australia’s energy and export sectors.

Climate activists criticise the Future Gas Strategy for extending Australia’s reliance on fossil fuels. Media critics call it another “broken promise” by the Albanese government, highlighting mismanagement that has negatively affected energy supply and costs. Though the “Future Made in Australia” narrative around energy security resonates with many, the government’s conflicting strategies raise questions about long-term benefits and who truly gains from its policies.

Australia’s shift to clean energy faces complex debates and conflicting government signals, from promoting renewables to considering nuclear power. Despite loud voices in the media advocating for taxpayers and businesses, deeper media analysis reveals multiple layers and motives behind their arguments.

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It’s become a truism to state that local journalism is in decline. But that story has been complicated by a new form of socially conscious ‘start-up’ publication cropping up across both ANZ and the wider world. 

Consumers of local journalism are turning to independent sources, such as CityHub and Westender, that focus on community-driven stories, accountability, and underrepresented voices. This shift is compounded by the decline of traditional outlets, as highlighted in recent articles discussing the closure of regional papers due to rising costs, Meta’s withdrawal of funding, and shrinking government ad budgets. These pressures reinforce the need for meaningful engagement with local journalism, as audiences demand authenticity and transparency in coverage of issues like housing, civil rights, and activism. By examining these independent outlets, we gain insights into how independent journalism continues to shape public discourse and meet the expectations of news consumers today.

Over time, the ANZ media has itself been writing increasingly about local journalism. Some of this laments its decline; elsewhere, it’s cited in national stories as a story source. But over time, we also see some of that attention focusing on publications such as The Westender and Cityside. 

The Westender’s content and engagement reveals that local journalism consumption in Brisbane is significantly influenced by timely and relevant political topics, and pressing community issues such as the housing crisis. 

Engagement patterns suggest that timely advocacy and local relevance are key draws for the publication, highlighting a community eager for information that resonates with their values and interests. 

Over in Sydney, meanwhile, CityHub  amplifies underrepresented voices and promotes accountability by covering issues such as military bases (“We Need to Talk About Pine Gap”), NSW’s anti-protest laws, and housing policies. It offers alternative perspectives that challenge mainstream narratives, fostering civic engagement and activism. With audiences engaging on platforms like X and Reddit, local outlets build credibility through community-driven stories and partnerships with organisations like Australians For War Powers Reform.

This pattern suggests that certain topics resonate more deeply with the audience than others. Stories that receive particular attention advocate for diversity and anti-racism, and frequently call out local councils for failing to act on commitments, such as anti-racism strategies. 
CityHub highlights the views of prominent local figures and groups, like Greens councillor Dylan Griffiths, who pushed for Inner West Council’s ceasefire call in Gaza, and the Arab Council for Australia, whose frustration led to the mass resignation of the Multicultural Advisory Committee. This type of reporting offers a platform for communities seeking to impact policy—something often underrepresented in mainstream media coverage unless it’s taking place on national scale.

The active sharing of CityHub content on platforms like X and Reddit highlights community engagement around social issues.

CityHub’s audience is most likely to engage with political themes, followed by culture and crime, often focusing on issues that directly impact their lives, values, and beliefs. 

Advocacy campaigns, such as the Fossil Ad Ban’s billboard initiative, not only spotlight important issues but also critique political figures like Anthony Albanese based on their responsiveness to these values. Cultural expressions, such as protests and street performances, carry political significance, while initiatives like the Sydney Olympic Park development reflect community values towards topics like urban planning. 

Clearly, CityHub and publications like it are fulfilling a need that has been unfulfilled amongst the community – but what influential figures help disseminate these stories amongst willing audiences?

It’s no surprise that advocacy groups are actively sharing and disseminating calls to action. Content creators, particularly those writing for CityHub, effectively communicate the stories they cover, resulting in increased engagement for the local outlet. The reach and influence of these reporters often surpass that of CityHub itself. Additionally, credible community figures, such as university lecturers, further enhance the publication’s coverage. 

CityHub and The Westender illustrate the critical role of independent local journalism in shaping public dialogue and accountability. This active participation reflects a community eager for accountability and willing to challenge local authorities on issues like systemic inequalities and inadequate policies. The preference for independent sources indicates growing scepticism towards mainstream media and a trust in alternative narratives that align with their beliefs. 

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The role –and nature– of news and journalism is constantly evolving, from how it is consumed to which voices are trusted. New platforms, the rise of citizen journalists, and shifting news consumption habits are continuing to reshape the traditional and new media landscapes, creating both challenges and opportunities for PR and communications professionals. 

In regions like Australia and New Zealand (ANZ), these challenges are particularly significant due to the unique ecosystem and levels of public engagement. With a relatively small number of major news outlets, the way journalism is practiced and perceived in ANZ carries considerable weight. 

And this has a day-to-day impact on how PR & Comms professionals carry out their jobs. What does it mean when trust in journalism fluctuates, or when emerging platforms challenge traditional outlets for influence?    

To kick off our study into the state of journalism and news – in both ANZ and beyond – we’ve started by quantifying how the public talk about the media. 

Compared to the UK and US, Australia and New Zealand audiences are more likely to label journalism as ‘important’, albeit with a not inconsiderable amount of conversation describing it as “dead.” 

What’s behind the difference? Certainly, both countries’ audiences advocate for quality reporting and accountability, as exemplified by New Zealand journalist Jack Tame’s revelation of a gun lobbyist’s lies after the Christchurch attack. At the same time, local journalism faces challenges, with regional outlets shutting down due to lack of government funding, as noted by ACM’s Managing Director Tony Kendall. These in turn lead to spirited defenses of local journalism’s importance. 

However, neither of these trends are necessarily unique to the ANZ regions. The answer can potentially be located when we look at how these conversations take place over time.

Clearly, public conversations around journalism – both in ANZ and elsewhere – are not in their nature consistent. This reflects how particular moments in the news cycle can lead to a sudden outpouring of interest and conversation. 

So what are those moments in ANZ? 

One centres on the recent court cases being mediated between the Australian government and social media organisations. In looking to place a monetary and moral value on news, these proceedings prompt the ANZ public and media to talk about journalism as something ‘important’ and worth protecting.

Another hinges around the return of Julian Assange to Australian soil. This has prompted differing responses across individuals and media outlets – but what’s certain is that it places ANZ at the centre of an important unfolding conversation about the role and responsibilities of the media. 

Australia and New Zealand are global outliers in many sectors, from sport to mining & energy. Journalism, it seems, is another that could reasonably be added to that list. 

So why does this matter? 

PR and communications strategies must adapt to a landscape where sources of information are more fragmented and where citizens themselves can act as newsmakers. It’s important to understand how attitudes around these vital channels and contacts take shape. 

We’ll be exploring the journalist and media landscape through multiple different lenses over the coming couple of months. If you’d like to attend one of the events we’re hosting around the region – or view a webinar recording – please reach out to us at brandmarketing.team@isentia.com

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