Securing PR Opportunities in a Changing Media Landscape

Written by David Barkoe

Refreshed June 24, 2025

The past two years have brought sweeping changes to the media landscape: widespread layoffs, newsroom restructuring, a continued shift toward independent and niche journalism, and the rise of AI. 

This year alone has seen Business Insider lay off about 21% of its staff and McClatchy Media Company shuttering four publications including In Touch, Life & Style, Closer, and First for Women. TechCrunch will never be the same after its structural changes and layoffs. The Washington Post and CNN also continued newsroom reductions. This won’t be the end.

The media outlook may seem grim, but changes like these aren’t new. There’s always something. Twenty years ago, the writing was on the wall for traditional media. Magazines were dying. Viewership was dropping. And, yet, online media grew.

Now, corporate online media is shrinking and independent outlets – places where journalists or other influencers are growing their personal brands and promoting their POVs – are flourishing.

Through these ups and downs, we have focused on consistently securing PR opportunities – through media and more – for clients to build brand and reach target audiences. There are a few things we have learned over the years to stay relevant in changing media landscapes. 

Two things will always hook journalists: relationships and stories

A company’s success in PR and media boils down to two things: the power of the story and the relationship with the journalist.

Your ability to tell a story is the most vital component, regardless of whether you’re pitching ten or a thousand media outlets. You’ve done your research. You know you have the right story to resonate with that particular reporter. But why should they run with that story right now? 

Make sure you have a clear reason to justify the journalist’s attention at the moment and don’t send follow-ups without reminding them of that reason or adding a new one. Without the story element, the relationship won’t take you far; a journalist can’t run a piece with no value for their audience.

Relationships matter too, despite what some in the industry might say. The key is building ones that last; a personal touch can be a powerful relationship builder. 

One simple strategy that works in the midst of all the industry changes is checking in with reporters even when you don’t have a story. Try to have conversations with them outside of work-related topics. One of our Carvers used Buffy The Vampire Slayer as a connection point and another talked about favorite Charlotte hangouts.

Another strategy is to keep up with journalists when they move to a new publication — even reaching out with a “good luck” message when they start their new gig. Subscribe to their newsletters, as many journalists are starting their own, or follow them on social media for the latest.

PRO TIP: Don’t neglect forming relationships with freelance journalists. They can be less overloaded with pitches, which helps your good ones stand out, and also have the opportunity to be a pitch partner to finding a story a home. See more from freelance journalist Rosie Taylor below.

Stay close to how the media outlet restructures.

Don’t give up on a media outlet just because your favorite writer left. It’s happened to all of us and it will happen again. The media world loves to cover itself so you can always find updates on journalist moves, news outlet restructures, and more. Twitter (or X), LinkedIn, or newsletters, are still some of the best places to spot these shifts in real time.

Here are some strategies to connect after you learn of changes at an outlet:

1. Understand new editorial priorities. When a publication restructures, it’s rarely random — it usually signals a shift in strategy. They may be moving toward subscription models, prioritizing newsletters, focusing on contributed content, or investing in newer formats like video or explainers.

That often means beats get reassigned and editorial focus shifts. A reporter who once covered general business might now be focused on AI or workplace culture. What worked six months ago may not land today. 

Pay attention to what is getting published: Are they doubling down on small business? ESG? Tech regulation? Reframe your pitch to match the outlet’s new priorities. The more you understand where a publication is going, the better positioned you are to pitch stories that help them get there.

2. Persevere with what’s in-the-works. If a journalist leaves mid-process, don’t automatically consider it a lost cause. Research the appropriate editor and ask if the story can be reassigned. More importantly, explain why it still matters now — especially in light of recent newsroom changes. That added context shows you’re not just recycling a pitch; you’re aligning it with their new direction.

If the story is strong enough, the editor will often connect you to another writer and now you have a chance to build a new relationship from a position of value.

We talk a lot about opportunities at Carve and this is a prime one. When you reframe with intent and context, you can turn a potential loss into a win.

3. Engage new voices early. Often in times of change, youth enters the building. New writers and editors step into roles – some that didn’t even exist before – and many come with fresh energy and a genuine hunger for stories. It’s your chance to build a relationship before their inbox fills up.

Introduce yourself as a helpful source, not just someone with a pitch. Early engagement builds trust — and trust opens doors.

PRO TIP: Interns very often get bylines at publications; they don’t stay behind the scenes. We’ve worked with interns to get our clients on Best Female Founders Lists and executive Q&As. Don’t assume that just because they’re young they have no influence.

Local, vertical, and next-gen media represent even bigger PR opportunities in an LLM world

We’ve always been big believers in the power of local and vertical media. Not just because they directly impact the business and hit buyers — but because they often breed other coverage. We’ve seen it time and again: a great story in a trade publication inspires a more mainstream outlet because those reporters read the trades to stay sharp.

These outlets also bring layered value. Local media gives your brand geographic context and community relevance; trade media adds technical depth and credibility. Some outlets manage to do it all. That’s why we’ve always seen them as foundational to a smart, holistic PR strategy.

Now, with the growing influence of AI, those same outlets — along with next-gen media like podcasts, newsletters, and YouTube shows — are even more valuable. They’re shaping how AI understands and surfaces your brand.

LLMs like ChatGPT, Perplexity, and Google’s AI Overviews don’t just crawl homepages. In fact, according to SparkToro, 70–80% of ChatGPT’s perceived knowledge comes from third-party content — not brand-owned websites.

Instead, they’re trained on the open web and they’ve been known to favor trade publications and local media, along with expert interviews and commentary. That means your appearance in a seemingly modest outlet may become part of what these models "know" about your company, your category, or your leadership. It also means PR is critical to showing up in these sources.

I can tell you on our end, we’re seeing the influence of ChatGPT referral traffic grow by month. In Q1, it drove 11.2% of our referral traffic. In Q2 to date, that has grown to 14.9% and in May alone it’s 21.6%. 

It’s just one more signal of how AI is reshaping the media outlook and why brands need to think beyond traditional reach.

In the past, a great trade placement might have led to a New York Times call. And it still can. Today, it might also shape the AI-generated response a prospect sees when they ask, “What’s the best [insert your category] platform for small teams?”

You need owned content and earned media

SparkToro cofounder Rand Fishkin recently said: “Your job is to do PR and content marketing across all platforms your audiences pay attention to.” We agree. That’s why we push for a blend of owned content and earned media.

It also helps you dive into all the nooks and crannies of your value proposition and expertise, something that’s hard to accomplish through earned media alone. We recommend a mix of formats – from thought leadership on LinkedIn, to blog posts, video explainers, and more (even comic books!) – because different formats resonate in different channels.

Consistency here pays off. One client’s LinkedIn presence — built around authenticity, leadership, and culture — led to award wins, media coverage, speaking invites, and a Top Voice badge. That’s the compounding effect of intentional, proactive execution over time.

As trust continues to shift from institutions to individuals, we also expect to see more brands partnering with creators, niche experts, and industry insiders and developing “community” strategies. Whether it’s tapping into trusted voices on LinkedIn, collaborating with newsletter writers, or engaging tightly-knit professional communities, these “in-between” channels will become key to staying visible and credible in a fragmented media landscape.

Global perspective is a competitive edge

One of the most overlooked tools in a communicator’s arsenal is a global point of view. Trends don’t start and stop in one market — they echo, evolve, and often emerge from unexpected places. What starts as a regulatory change in Europe might reshape customer expectations in the U.S. A messaging misstep in one region can quickly ripple into reputational risk elsewhere.

That’s why we stay in constant conversation with our global partners through IPREX, a worldwide network of independent communications agencies. They help us keep a pulse on what’s happening — in media, culture, business, and policy — across continents. These real-time exchanges of market intelligence, campaign learnings, and emerging storylines aid with trend spotting and more.

One example is tariffs. Most of our consumer clients manufacture in China and other parts of the world, and as a result, the recent changes have impacted people across geographies. We’ve worked with our partners to understand consumer POVs on a global scale to help craft messaging.

We’ve also pivoted media efforts to focus on alternatives such as evergreen or “last-year’s” hero items instead of new ones that likely will either not make it in time and/or suffer greater price increases. That way, we’re being sensitive to macro-economic trends that impact our target audiences and still helping our partners generate revenue while moving products off the shelves.

When you understand how your story fits into the broader global conversation, you’re more resilient and better positioned to spot PR opportunities.

Like I said, don’t panic. The way the public consumes media changes constantly, so the industry will always evolve to reflect that.

If you’re still a little worried, we’ve got a few resources to help you stay ahead:

📰 Carved Out – Our monthly email newsletter on sustainable PR strategy, tips and tricks, and some creative inspiration. 

📰 How’d You Get That Hit? – A bi-monthly LinkedIn newsletter that gives the behind-the-scenes look at real media wins, why they landed, and what you can learn from them. 

📰 Carve Communications on LinkedIn – For regular POVs from our team, reporters to know, and campaign highlights in real time.

Think of them as your check-ins when you need a fresh perspective on the media outlook or just a reminder that good PR is still very doable.