Media trends and trust: Q+A with Streem managing director Leon Hudson

Media monitoring and intelligence platform Streem has released its State of the Media Report for 2026.

The analysis provides a clear picture of shifting media consumption and coverage – and what those changes mean for communications, PR and media teams.

Streem managing director Leon Hudson weighs in on the hot topics shaping the industry, including trust in media, AI-driven visibility and the strength of local journalism.

Read the full report here: https://www.streem.co.nz/hubfs/NZ%20State%20of%20the%20Media%20Report.pdf

How do we restore public trust in news media?

Leon Hudson: “One of the clearest signals from our report is that trust is shaped by what audiences see day to day, not by broad statements about credibility. Research shows people place more trust in news that is clearly sourced, balanced and transparent about how editorial decisions are made, including how errors are handled.

“Our data also highlights the importance of local journalism. When coverage reflects familiar places, recognisable reporters and issues that affect people directly, audiences tend to respond with greater confidence. That local connection, delivered by outlets and reporters people recognise, makes journalism feel relevant and accountable.

“As newsrooms continue to operate under pressure, maintaining this local connection remains one of the most effective ways to sustain trust.”

How can PR and media teams use AEO and GEO to increase content visibility and trust?

LH: “In the report, we look at answer and generative engine optimisation as a permanent shift in how information is discovered and referenced, rather than short-term optimisation tactics.

“Well-written press releases play a larger role here than many expect. Releases that clearly answer the who, what, when, where and why are easier for both journalists and AI systems to understand, extract from and reference. When information is structured, specific and factual, it is more likely to surface in search summaries and AI-generated responses.

“What matters next is where that content travels. Through Streem, teams can see not only where coverage appeared, but how distribution shaped its reach, which outlets amplified it, and how credible those outlets are. In AI-driven discovery environments, coverage from trusted, high-authority publications is far more likely to be reused and cited over time.

“This is where earned media continues to hold real value. It is not just about immediate reach, but about authority that compounds. Measuring the quality of outlets, the consistency of pickup and the longevity of coverage gives PR teams a clearer view of how visibility and trust are built in search and AI environments.”

How can media organisations really engage with local communities?

LH: “One of the strongest themes in our report is proximity. Audiences consistently respond to reporting that reflects local context and lived experience, whether that’s community issues, regional decision-making or local accountability.

“Our analysis shows that local journalism plays a key role in sustaining trust because it feels grounded and recognisable. When media organisations invest in community-based reporting, they tend to build stronger, longer-term relationships with audiences.

“National stories still matter, but local reporting often provides the connection point that helps audiences engage with broader issues. In many cases, stories that resonate locally go on to gain wider attention because they feel authentic and well understood.

“For media teams, this starts with the fundamentals: developing journalist networks, understanding their beats and identifying where community interest lies so narratives are relevant and meaningful.”

If New Zealand follows Australia in restricting social media for under-16s, how can PR and communications professionals reach younger audiences?

LH: “From a media intelligence perspective, such restrictions would likely shift influence toward parents, educators, schools, community organisations and other trusted intermediaries who play a role in young people’s lives.

“In practical terms, that elevates the importance of earned media, educational content and partnerships with organisations embedded in youth communities. It also reinforces the value of diversified communication strategies.

“Using Streem data, we analysed coverage of the under-16 social media ban to see which platforms journalists were already discussing beyond those formally listed by the Australian Government in the legislation.

“In this case, Discord, Pinterest and Roblox were mentioned most frequently. If New Zealand follows a similar path, aggregating these signals can help teams anticipate where attention may shift next and which platforms sit just outside the immediate policy focus.”

How can media and PR teams meet audiences where influencers are most active?

LH: “In our report’s discussion of ‘news influencers’ who continue to build highly engaged audiences on social platforms, we identified four attributes behind their appeal: accessibility, personality, honesty and reliability.

“To meet audiences on these platforms, media teams need to align their communications strategies with these expectations. That may mean collaborating with influencers as media outlets in their own right, or by prioritising transparency and storytelling-led campaigns.

“Teams that adapt to this new status quo will be better positioned to earn attention and trust in increasingly fragmented media environments.”

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