We recently hosted a skills session for a group of rising PR professionals, focusing on the art of the pitch. It was an energizing day; the delegates were sharp, and as is often the case with these workshops, our team walked away with as many new insights as we shared.
However, the session sparked a memory of a previous training day that serves as a vital “canary in the coal mine” for the communications industry.
The “Podcast” on BBC4
During a past workshop, a junior PR professional shared a pitch she had written regarding complex technology standards. It was highly technical—perhaps a bit beyond her current grasp—but the real issue was the target: The Today Programme.
When we asked why she chose that outlet, we discovered a fundamental disconnect. We asked her, “What actually is the Today Programme?”
Her answer? “It’s a podcast on BBC4.”
For those of us who have spent decades in the industry, the corrections come instinctively: BBC4 is a television channel; Today is the flagship live news program on Radio 4. When we pointed this out, the delegate was skeptical, eventually “conceding” only when a colleague confirmed it was “BBC Radio 4.” To her, the distinction was pedantic; to a communications strategist, it’s the difference between a bullseye and missing the target entirely.
A Portent of Change
While her managers quickly arranged for further media orientation, the encounter highlights a broader shift. As we “mature” as communicators, we must recognize that the incoming generation consumes and defines media in fundamentally different ways.
This isn’t about “making allowances” for younger staff. It’s about recognizing that:
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The “New” is the “Now”: In the 90s, the idea of reading a daily newspaper on a handheld screen seemed impractical. Today, it’s the global standard.
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Legacy is Relative: What we consider a “Major News Outlet” may be entirely invisible to a digital native who prioritises on-demand, social-first content.
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Platform Agnosticism: To a new practitioner, the distinction between a live broadcast and a podcast is increasingly irrelevant.
Is Your Media Strategy Stuck in 2011?
This shift represents a significant risk for brands and C-suite executives. If a spokesperson believes they are “media ready” because they underwent training fifteen years ago, they are prepared for a media landscape that no longer exists.
In 2026, the challenges are different:
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Shorter Attention Spans: The window to land a point has shrunk from minutes to seconds.
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Fragmented Trust: Institutional trust in “old media” has shifted, requiring a different tone and level of transparency.
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New Gatekeepers: The “Today Programme” of tomorrow might actually be a podcast—or a creator’s thread on a platform that hasn’t even peaked yet.
The Reality Check
It is incumbent upon all of us to stay curious. It is worth auditing the skills you and your leadership team believe you have and asking: Are these tools fit for today’s reality? If your spokespeople are still preparing for the media of 2011, they won’t just be out of touch—they’ll be invisible.
Does your team need a media refresher? We help brands navigate the bridge between legacy authority and modern communication. If you’d like to discuss a media training refresh for your team, we should talk.
Reach out to Jo at jo@clapperton.co.uk to set up an initial consultation.
