Beehive NewsBlog

Staying Ahead of the Story in a Changing Media Landscape

Last updated on May 7, 2025 | by Beehive

The traditional media landscape continues to evolve at a rapid pace—it’s contracting in some areas and growing in others, all while trust in media is being questioned in new ways. As communicators, it’s our role to help organizations navigate through these uncharted territories.

What We Know

Newsrooms are shrinking. Journalists are leaving traditional outlets or being let go, with nearly 15,000 jobs lost across the entertainment, broadcast and news media sectors last year. On top of that, public trust in news media has hit an all-time low, with only 31% of Americans now reporting they trust the news.

Yet, earned media is still important. In an era of paid noise and content saturation, third-party validation builds brand awareness and authority with key audiences. The channels and methods have changed, but the impact of earned trust remains invaluable.

Leaders and brands that understand the shift can capitalize on the evolving media landscape to build credibility and relevance.

What’s Changed in the Media Landscape: Independent & Grassroots Journalism

Today, earned media goes beyond traditional placements. While coverage is still earned through relevant storytelling, the earned media ecosystem now includes niche industry publications, independent newsletters, grassroots platforms and podcasts in addition to tried-and-true mainstream outlets.

Grassroots and community news platforms are growing. These outlets — often mission-driven and locally rooted — fill gaps left by shrinking regional newsrooms and cater to specialized or underrepresented audiences. These hyperlocal outlets are becoming highly valued and trusted sources of information on issues impacting their neighborhoods, schools and local government.

Additionally, independent journalists and solo content creators now publish directly to their audiences. Many use platforms like Substack or LinkedIn to bypass traditional media models and build loyal followings. This independence is reshaping journalism, providing audiences with more options to consume relevant content in the way they want to consume it.

Podcasts, newsletters and personal media brands are also gaining increasing influence on both public opinion and industry trends. One in five Americans get their news from news influencers, with an even higher percentage among adults under 30.

Consider the source, and the source of their funding. As outlets become more fragmented and specialized, there is often a topical bias or political lens on coverage. This is not necessarily a bad thing — but savvy media consumers are aware and should seek multiple, well-vetted sources to ensure a well-rounded view. This applies to organizations seeking coverage as well. Understanding a media outlet and reporter’s point of view and coverage style and tone will help better prepare a spokesperson and help a communicator anticipate the direction a story might go, keeping leaders informed and minimizing surprises.

What Hasn’t Changed: The Fundamentals of Earning Media Coverage

The tools and platforms have changed, but the foundation of good storytelling hasn’t. Strong stories connect with audiences emotionally or intellectually. They deliver clear purpose, relevance, news value and timeliness.

Storytelling is the foundation of earned media success, even in a rapidly changing media landscape. Learn more about digging deeper into your brand’s storytelling here to ensure you, and your leaders, understand the fundamentals of earning media coverage.

Even now, earning coverage is just the start. Use owned and paid channels to reshare and amplify it. Expand the impact of one story to buildtrust, reinforce the value of your brand and support broader marketing and communication efforts.

Looking for ways to evolve your media relations strategy today? Here are four steps communicators can take today to address the changing media landscape:

Rebuild your media list
The media landscape will keep shifting. Focus on strengthening credibility with the audiences who matter most. What are they reading? And if you don’t know, ask them.
Rethink your spokespeople
Journalists want access to experts. A CEO isn’t the best voice for every story. Build a bench of diverse, credible spokespeople across your organization.
Invest in media training
With the right guidance, any spokesperson can communicate with authenticity, confidence and clarity.
Prioritize meaningful metrics
Move beyond impressions. Focus on coverage that aligns with your audience, geography and business goals.
Align KPIs with strategy
Connect your earned media goals to a broader strategic plan to drive long-term value.

Need help getting started? Reach out today.

Sources:

Topics: