The slow, inexorable drift away from TV, newspapers and radio has now been occurring for nearly three decades. to industry podcasts and emerging platforms. But in 2024, podcasts, independent newsletters and social media influencers truly came into their own. The U.S. presidential election only sealed what many savvy PR professionals already knew: no matter how much your CEO wants that mainstream headline, it doesn’t matter if the audience you need to reach isn’t there. We’ll cover:
- The new media playbook: Why alt channels like Substack, bloggers and niche podcasts are becoming more influential than traditional outlets—and how to craft your strategy accordingly.
- Finding your sweet spot How to ID and pitch the new wave of influencers in your industry—think Substack authors, podcast hosts and newsletter writers who speak to your audience.
- Building trust in the trust gap Practical strategies for maintaining accuracy and credibility across platforms where misinformation runs rampant
- Multi-channel must-havesReal-world examples of brands successfully weaving together independent journalism, earned media, newsletters and owned content for maximum impact.
