Imagine the early 1990s: flimsy paparazzi, tabloid frenzy, and tales uncovering dirt faster than a mole in an allotment. Positive perspectives hardly bothered UK entertainment news. Media sources battled to uncover the most dramatic, occasionally shocking, tales available. Recall the countless Margate beach photos, passionate love stories, and the “caught-out” headlines? It was an armaments race for a tabloid.

Now fast forward. The stakes are different and the playing field has shifted. Positive media promotions campaign have lately taken front stage, attracting celebrities as well as viewers. You hardly find as much mudslinging anymore. Just why? Audiences grew tired. Focus turned elsewhere. Media outlets grabbed on a narrative that might bring happiness, assist social change, or propel a rising celebrity forward. In fact, 74% of Britons in a 2023 ComRes study said they were “tired” of negative news and hungrier for constructive narratives. That demand pushed media strategists rushing to change.

There are fingerprints of social media everywhere on this change. Think about the “Love Island effect.” Contestants not only for the drama but also for personal development, humor, and emotional stories acquire virtually instantaneous, sometimes overwhelming popularity. Today, PR teams mentor reality stars on how to handle favorable press, create thank-you notes, donate to charity, even chronicle their mental health challenges. Suddenly, advocating a humanitarian cause or frankly discussing concern is not only good karma but also wise business.

Think back on the BAFTA Awards. Do you remember when wardrobe mistakes dominated red carpet coverage? These days, the emphasis is equally often on stars’ charitable endeavors, environmental initiatives, and inspirational teamwork. It is not about running from scandal. It’s about highlighting successes and pushing optimism.

Streaming sites fed extra gasoline into this engine. Content highlights, first-hand interviews, and behind-the-scenes specials celebrating both hits and hidden treasures abound from Netflix, BBC iPlayer, and Amazon Prime. Working with media partners, talent agents create articles highlighting performers’ off-screen empathy, quirky interests, and fan interactions. Think “Sex Education” and “Heartstopper”; media campaigns trumpet the glories of diversity and representation. In part for shattering taboos and supporting adolescent LGBTQ+ voices, both events drew great media attention.

Music PR followed suit as well. Broadcast free to millions, Elton John’s 2021 virtual lockdown gig—which generates money for charity—spoke to themes about optimism, solidarity, and perseverance. British performers like Dua Lipa, Stormzy, and Ed Sheeran aggressively urge media outlets to broadcast news of their humanitarian endeavors. Often as fascinating as the most recent album release or tour announcement is the “give-back” story.