As PR professionals shift their focus to new media strategies, many are moving away from good old-fashioned press outreach—or at least getting less practice with it.
That’s like skipping leg day at the gym.
Traditional earned media is becoming a lost art, and it’s understandable why. In this great New York Magazine read, “Can the Media Survive?,” writer Charlotte Klein highlights that newsletters, Substacks, TikTok, Apple News and YouTube are becoming go-to platforms for the next generation of news consumers.
So, what does that mean for PR?
It means our definition of “media” must expand, and our strategies have to evolve. It’s no longer just about earned press coverage; we need to include events, awards, thought leadership, social media, branded content, and more.
If you're doing an earned media-only program, you're likely doing it wrong. Your PR strategy has to be as diverse as your audience's media diet.
Traditional earned media — while just one piece of a much bigger puzzle — is still a foundational element of PR. Skip media relations and your strategy becomes unbalanced.
Our team broadens effectively to content, partnerships, webinars and more. But we never skip leg day.
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