TV vs. reality: what working in the media business is really like

From Suits to Mad Men, TV shows about the fast-paced business world seem to have taken over our screens, making us strangely return to the office in our downtime. But no show seems to have resonated with those that work in the media industry more than Succession.

In the very unlikely event that you’ve not heard of it, the drama follows a fictionalised media empire. Succession explores the universal human challenges of greed, pride, and family feuds, against the backdrop of a questionable and evolving media empire – ‘Waystar Royco.’

But is this art imitating life, or is the show making up myths about the modern media landscape?

ATN just wants to resonate with its audience – and that’s true of our media too

There is a lot of commentary throughout the show about the content that Waystar Royco’s outlets chooses to publish. Particularly when it comes to ATN (the fictional American Television Network), and its oftentimes morally dubious broadcasting decisions.

But the basic premise of this storyline is true. Whether it’s the Guardian, a local paper, or a specialised tech publication, editors want content that resonates with their audiences. As PRs, its our job to find a scoop that will work for them. For example, at Spark every day we spend time reading our clients’ target publications, to understand what their readers want and hence what editors need.

It’s all crisis, all the time

The Waystar Royco comms team seems to always be in war rooms. Whether it’s covering up the latest company scandal, spinning a family affair, or beating competitors to the punch. It’s certainly true that PRs are valued as indispensable counsellors. We have a deep knowledge of the business landscape, and an understanding how to build (or rescue) a reputation within it. But there’s much more to working in comms than just Succession-style crisis management. PRs conduct research, create stories, and draft copy that influences public opinion of our clients and builds their brands positively. We understand our clients’ long-term goals and how they want to be seen, and make sure our media outreach and strategy supports these goals.

How people consume news is changing – digital platforms are here

Waystar Royco largely represents legacy media – print magazines, papers, and TV news channels. As seasons go by, we see the company struggle to resonate with younger and more online audiences, leading it to seek out deals with the Buzzfeed-esque Vaulter and streaming platform GoJo.

This shift towards digital media is certainly true in the real world too, with many people preferring channels like podcasts or animated explainer videos to consume news. In fact, TikTok is the fastest growing news source for UK adults according to a recent study from Ofcom.

While TikTok isn’t where most B2B tech or biotech buyers are hanging out, we help our clients evolve their owned media strategy in many ways – whether running their podcast or creating digital content for social media activity.

The social side is fantastic

Okay, maybe it’s not as extravagant as the yacht parties and grand Italian weddings we see on the show. But it’s true that a big part of working in the media world is building relationships through social events.

The Spark team frequently takes journalists and our clients out for lunch at some of London’s best restaurants. For journalists, this helps us understand more about what interests them and their readers. For clients, this helps us understand their company and how it’s evolving at a deeper level.

This all goes without mentioning our own Spark socials, which have seen the team take on Dim Sum making, clay pigeon shooting, and some genteel fencing over the years.

If you’re interested in a career in PR, or you’re a client looking for some real-life media advice, you can contact the team at [email protected].