Over the past year, I’ve noticed a shift in the conversations I’m having about media relations.
When we’re hiring for open positions, for example, we often ask interview candidates where they get their news. Years ago, these answers were usually what you’d expect: “The Wall Street Journal, New York Times, The Philadelphia Inquirer…”
Over the last several years, most candidates were citing news apps and social media platforms.
Most recently, the answers sound something like “Aaron Parnas, Heather Cox Richardson…”
It’s official. We have fully entered the era of creator journalism. What once felt niche is now mainstream.
For years, our industry has been buzzing with conversations about shrinking newsrooms and declining print circulation. But today, the conversations feel different. There is energy around new ways to consume news and tell important stories.
Let’s go back to Aaron Parnas for a moment. Millions of people turn to him for breaking news updates, often in real time. His reporting moves quickly. His distribution is native to the platforms where his audience already spends time. The relationship he has built is direct and personal.
When major news breaks, I’ve found myself checking his feed alongside (and sometimes even before) traditional outlets. And I know I’m not alone in that habit.
That behavioral shift signals something significant: audiences are increasingly looking to individual journalists rather than relying exclusively on institutional brands. More trust is developing at the person-to-person level. The newsroom is still relevant, but the individual voice carries weight in a way it didn’t a decade ago.
For organizations, this shift should change how a PR strategy is approached.
Traditional outlets remain essential, particularly for industries where credibility and institutional validation carry significant weight. A feature in a respected publication still holds value with prospects, boards, investors, policymakers, and other stakeholders. And in the age of AI search, online coverage from established outlets plays an important role in GEO (that’s a whole blog post itself for another time!).
What has changed today, however, is the range of places where meaningful coverage can occur.
Creator journalists are building highly engaged audiences around specific topics like healthcare policy, legal reform, higher education trends, regulatory shifts and more. In many cases, those audiences are deeply invested. Engagement is often stronger than what a standard online article might generate.
At our agency, we’ve started treating creator journalists as part of the broader earned media ecosystem. We evaluate their reach just as we would with traditional reporters, include them on our media lists and pitch them when the opportunity is right. We also advise clients on the value of visibility with Substack writers and podcasts. (Side note, we’re geeking out a bit over the recent launch of The Independent Journalism Atlas which offers deeper insights into creator journalists and independent reporters than what has historically been available through databases like Meltwater and Cision.)
Looking ahead, I expect several developments in creator journalism that will continue to shape how we approach PR strategies with our clients.
I believe independent journalists will continue to professionalize their operations, building more sophisticated subscription models and formal editorial processes. More reporters will leave traditional outlets to grow audiences on their own platforms. Media strategies will shift from being outlet-driven to audience-driven. And, leadership teams will want clearer reporting on the impact of creator coverage alongside traditional earned media.
Organizations should adapt thoughtfully to this shift, as a strong communications strategy now requires a broader view of influence. That means understanding not only which publications reach stakeholders, but which individuals shape their thinking. And for many of our clients, especially those in complex or nuanced industries, this opens up opportunities. Creator journalists often cultivate niche communities that care deeply about specific issues. Even if the reach isn’t as broad as other outlets, there is much more genuine alignment between expertise and audience interest. Quality over quantity.
I firmly believe that the news landscape isn’t collapsing like many were once afraid of. Rather, it is decentralizing. Influence is spreading across platforms and personalities rather than concentrating within a smaller number of institutions.
In short, traditional media remains valuable and creator journalism expands the field. The most effective PR strategies will account for both.
Our role as advisors is to help clients get the right kind of attention in the right places. Reach out to us to discuss how to incorporate creator journalists into your broader PR strategy.