24 hours news and social media has dumbed-down our news media.
Former BBC and ITN news presenter Andrew Harvey suggests that there's limited space in the news media for expert opinion.
Interviews focus on personality and opinion over fact. It led Michael Gove to famously remark that the public has had enough of experts during the EU Referendum in 2016.
But the role of expert opinion in the public sphere is more important than ever in helping make sense of complex issues.
Organisations need to get the basics right to cut through.
Make sure the media is aware that your organisation is available to talk to the media. Train spokespeople and ensure they're available when journalists are seeking comment.
Beyond that we recommend working with your spokespeople to create their own media on platforms such as LinkedIn, and share it via social media to build direct relationships with the media.
It pains me to admit it, but the 24-hour news machine is largely to blame. It is too often superficial in dealing with major issues, while in the next moment it can beat a subject to death, simply because there is nothing else around and the hours have to be filled somehow. The result is that a sense of context is lost and something that merits little more than a couple of paragraphs on an inside page is elevated to major news status. At the same time, to keep the programme moving, items are kept deliberately short and the coverage is scanty at best.