The Reuters Institute’s new report, Mapping News Creators and Influencers in Social and Video Networks, shows how online creators now shape public opinion. Governments and companies must adapt their reputation strategies to navigate this fast-moving media landscape.

The Reuters Institute for the Study of Journalism 2025 Trends Report outlines how AI and technology are changing the media landscape. Here are my recommendations on how businesses and governments must adapt their communication to reach better and engage with stakeholders, and rebuild trust.