The New PR Playbook for an AI-Driven Media Landscape

Look, I'm not one to start with optimism, but here's the brutal truth – media outlets are in serious trouble. The Wall Street Journal just reported that giants like the Washington Post and Business Insider have watched their traffic nosedive by HALF in just three years. Half! And with Google's new AI Mode, it's only going to get worse. This isn't just concerning – it's an existential crisis for media and for us PR people who depend on them.

I mean, come on! As if the media didn't have enough problems already with nobody trusting them, social media stealing their lunch, and people getting their news from teenagers dancing on TikTok. Now this? Neil Vogel from Dotdash Meredith summed it up perfectly when he called AI "the last straw" for an industry already hanging by a thread.

MEDIA'S DESPERATE PIVOT (AND WHY YOU SHOULD CARE)

So what are media outlets doing? They're scrambling like me trying to find my glasses while they're on my head. They're pushing subscriptions, hosting live events nobody wants to attend, creating apps nobody asked for, and sending newsletters that'll probably end up in your spam folder. The Washington Post is suddenly interested in "previously overlooked audiences" – which is PR speak for "anyone with a pulse and a credit card." The Atlantic is focusing on "direct reader relationships" through apps and events. Everybody's trying to survive in what they're calling the "post-search era."

Pretty pretentious name, if you ask me. Post-search era? What's next, the post-breathing era?

But here's the thing – this chaos presents both a crisis AND an opportunity for PR professionals. It's time we rethink our entire approach to earning trust and visibility through media. If we play our cards right, we might actually become MORE valuable to both media outlets and clients.

Which, let's be honest, would be nice for our job security in a world where ChatGPT is writing press releases that are disturbingly adequate.

HOW TO ADAPT WITHOUT HAVING AN EXISTENTIAL CRISIS

ACT AS MEDIA TRENDSETTERS, NOT JUST MESSENGERS

The days of just writing press releases and knowing which editor likes what kind of coffee are OVER. Finished. Kaput. Now you need to be a full-blown media industry expert who understands how audiences consume content.

Your job isn't just pitching stories anymore – it's understanding how media companies are desperately trying to reach their audience and helping them do that with your client's voice baked in.

It's exhausting, I know. I can barely keep up with my HBO subscriptions, let alone the entire media landscape. But that's the job now.

THINK PARTNERSHIP MORE THAN PLACEMENT

As media outlets become increasingly desperate – I mean, strategic – about building direct relationships with readers through conferences, premium apps, and gasp actual print magazines, we need to think beyond just getting a mention.

When outlets explore new revenue streams, PR professionals can facilitate collaborations like sponsored content or co-branded initiatives that align with the outlet's goals while making your client look good.

These efforts build trust and influence by associating brands with credible platforms that people actually read.

It's like when my friend invites me to a party where I don't know anyone. I don't want to go, but I need the social connection, and they need bodies in the room. Everybody wins! Sort of.

CREATE A MULTI-CHANNEL STRATEGY FOR VISIBILITY

Media outlets are experimenting with new formats faster than I change my mind in a restaurant, and PR professionals need to help brands navigate this mess.

Over the past two decades, PR has proven surprisingly resilient. When newsrooms went digital, we figured out online storytelling. When social media emerged, we built influencer networks. When video took off, we produced multimedia campaigns. AI is just the next hurdle.

By staying ahead of trends and understanding media outlets' evolving business models, PR can position brands to thrive. Or at least not completely fail. Let's be realistic here.

YOUR OWN CONTENT PROBABLY NEEDS A MAKEOVER TOO

Media outlets aren't the only ones watching their search traffic circle the drain. Too many brands have spent a decade filling their blogs with SEO-focused content that nobody actually reads except Google's web crawlers.

If you want to get your company in front of audiences that matter, you need to pivot as much as the media has.

Develop an editorial voice that doesn't put people to sleep. Publish original research that people might actually care about. Experiment with newsletters and events to build an audience.

Think of your owned channels as your direct connection to your audience – you know, in case the media landscape completely collapses, which at this point seems more "when" than "if."

REDEFINE SUCCESS BEFORE YOUR BOSS DOES IT FOR YOU

This shift means rethinking how we measure success. It's no longer just about impressions or clicks – metrics that were dubious to begin with. PR must deliver value through deeper metrics: audience engagement, brand sentiment, and long-term trust.

Start measuring:

• Engagement (not just reach)
• Brand mentions and sentiment
• Share of voice
• Subscriber growth on owned content

The best PR teams are already shifting their reporting to reflect that brand visibility is more valuable than ever. The better you show up in all the places your micro-audiences live, the more you can stay in front of potential customers.

It's like dating – you want to be memorable enough that they think of you when they need something, but not so omnipresent that they file a restraining order.

THE PATH FORWARD (IF THERE IS ONE)

We are the bridge between brands and media, the strategists who turn disruption into opportunity. As media outlets chase direct audience connections with the desperation of a toddler chasing an ice cream truck, PR professionals must lead with creativity, agility, and insight. We've navigated 20 years of media evolution, and we're ready for the next 20.

For brands and executives, the message is clear: Partner with PR experts who understand this new landscape. Together, we can craft strategies that not only secure media placements but also build lasting trust, influence, and value.

Or you could just wait for AI to completely destroy the media landscape and see what happens. Your call. Personally, I'd rather be prepared than surprised, but that's just me.

Need help navigating this brave new world? Contact our PR strategy team to develop an approach that works in today's fractured media landscape.