The public relations industry is not just evolving – it’s transforming. Newsrooms continue to shrink, and social media and AI are shaping how people consume content, causing audience behavior to change faster than ever. And these changes are redefining the future of earned media as we know it.
For public relations professionals, this new media landscape presents both a challenge and an opportunity: to rethink how we tell stories in a complex digital ecosystem. It’s time to rewrite the communications playbook to meet audiences where they are now - not where they used to be.
A Closer Look at the Evolving Media Landscape
With traditional news sources in decline, social media and self-publishing platforms are filling the information gap, providing faster, more niche and authentic perspectives on what’s happening in the world. According to Oxford’s Reuters Institute's 2025 Digital News Report, more than half (54%) of U.S. adults now get their news from social media, surpassing both TV and news websites/apps for the first time.
As social platforms become a primary news source, independent news-focused creators, or “news influencers,” have emerged as serious competition for legacy media. They frequently outpace traditional outlets in speed, specificity and authenticity, building large, highly engaged audiences in the process. One in five U.S. adults regularly get news from social influencers, so it’s no surprise that mainstream media powerhouses are taking note, investing heavily in news podcasters and YouTubers to expand talent-led programming.
Tips for Breaking Through in the New Media Landscape
Public relations will always be grounded in storytelling and relationship building. Here are five ways to help stand out in the modern media era:
Diversify Media Lists: Expand beyond traditional outlets to include relevant self-publishing channels, news influencers and platform-driven news publications with significant social reach.
Seed on Social: Identify social media editors and social-first publications to pitch campaign launches and brand news. Use tailored, targeted outreach to extend coverage opportunities beyond traditional earned media placements.
Prioritize Multimedia: Package announcements in dynamic formats with engaging visual assets to make content more appealing and multi-functional.
Leverage Brand Voices: Tap into executive leadership and influential partners for long format interviews like podcasts and newsletter bylines to highlight brand authority and ethos.
Think Holistically: Launch moments shouldn’t feel fragmented. Collaborate across client and agency teams to build comprehensive plans that excite consumers across multiple touchpoints.
Same PR Framework, New PR Strategies
Even as traditional outlets shrink, opportunities to share and amplify brand narratives are expanding and needed with the future of AI. Public relations simply lies in fusing the foundation of storytelling – authenticity, credibility and purpose – with refreshed strategies that align with AI and an ever-changing media ecosystem.
Contact us to learn more about our media relations and storytelling capabilities.