How Is Creator Journalism Changing News and PR?

News is how we make sense of what is happening in our communities. It tells stories, gives us a voice and keeps the public informed. News and its value is something we have talked about often on our blog. But, as we have covered before, how people consume media and get their news has really changed, too.

Gone are the days of getting the paper from the front lawn to start your day or making broadcast news a mandatory part of your nightly routine. With more of this news consumption happening on social media feeds, it was especially interesting to hear from Meg Yocum of our Public Relations Global Network partner agency Buchanan Public Relations about where this shift is taking media and what it means for how we reach our audiences.

We know that traditional news remains important, and when it loses traction in one place, that attention often shifts somewhere else. Short-form video has continued to demand our attention and change how news is shared, along with independent journalists building their own audiences on social media. We see both on our feeds every day, and they are increasingly part of how the public chooses to consume news.

Interestingly enough, the tactics that many believed were fizzling out, such as paid newsletters, are leading the way for independent creators and journalists. Substack is one prime example. The platform allows journalists to cover the stories and topics they want and certainly plays well alongside social media. It’s a fantastic place for journalists to build loyal, close audiences, just as they do on their social pages.

So if these creator journalists are leading the way, then as communicators, we must think about how we are pitching them. Personalized messages, yes of course, always. However, our approach should not be the same as traditional media outreach. Many independent journalists or writers left the traditional newsroom looking for something different – different stories and a different model for reporting. They wanted a change in how they worked just as much as consumers wanted a change in how they consumed it.

See how they are sharing their content, how often and who it’s for. Then see where you can be helpful, whether that’s providing expertise or access for a potential story. As Meg noted, pitches really need to be an exact fit, not something that may work. And generic stories won’t cut it. Read their work first. Maybe subscribe or pay for it, too. This is the best research you can do with so much out there.

Then, read the comments and pay attention to what people are saying as well. These creators interact openly with followers, which gives us a direct look at their audiences’ comments, questions and conversations. What they are saying can bring up story ideas or show us where an expert can step in to answer the questions people are already asking.

For example, a healthcare newsletter with 20,000 active subscribers might be more valuable for your client or organization’s story than a general consumer publication that covers it all. Similarly, a popular independent industry journalist’s newsletter is likely to reach the inboxes of the individuals you are seeking. Those readers can include the trusted voices, leaders, professionals and media already paying attention to that subject. If they are subscribing, they are already telling us they care about it.

And what’s also interesting is that many of these newsletter readers and subscribers to independent journalism are paying for the news they get. So as subscriptions to newspapers and magazines continue to decline, this proof point means that we’re still willing to pay for the content WE want.  That stands out especially at a time when we are so accustomed to getting information online for free. It’s a trend we as communicators should take notice of right now and adapt to as consumption continues to shift.

Another thing to consider… content  journalists are lightning fast and can (and do!) break news directly on their TikTok, Instagram or LinkedIn accounts before it is covered by a newsroom. As a result, we need to move faster, too.  Our response window can be minutes, not hours or days.

Another reminder that podcasts can provide opportunities for clients when their story or expertise is too specialized for a short traditional news story. A podcast might reach a more niche audience, but it can also represent a close community.

Our job isn’t simply finding outlets anymore. It’s about finding where the right communities are having conversations, who they trust and where our stories can fit.

Contact us to learn how our team at HMA Public Relations can support your public relations and communications efforts!