As public relations professionals, reading the news comes with the territory—it’s essential for our relationships with journalists, our organizations, and our clients—that we stay informed and agile. Plus, we’re a naturally curious bunch, and we want to know what’s happening in the world and markets around us.
It’s easy to forget that this isn’t a priority for everyone, and generational news consumption patterns tell a puzzling story about the state of the media.
Where Things Stand
“Traditional” news mediums (print, broadcast, radio and even digital) may no longer be the first or only choice in our pitching. Contemporary modes of storytelling like podcasts, TikTok, and Instagram Reels—often helmed by influencers, not journalists—have emerged as equally advantageous in recent years. Why? They’re accessible, affordable, eye-catching, and garner fiercely competitive audience populations. Not to mention that these mediums often give us more precise targeting capabilities.
This begs the question, what are we, as PR professionals, doing to adapt for our clients?
By Generation: The Stats Behind the Shift
This isn’t to say that no one subscribes to traditional media anymore. The landscape is simply morphing, and signs point to younger generations playing a significant role in that shift.
Millennials, Gen Z, & Social Media
Recent studies from the American Press Institute have observed that Gen Z and Millennials still consume local and national news from traditional sources but are more likely to get news and information from social media more frequently. Gen Z is especially likely to get news daily on social media platforms compared to older millennials (74% compared with 68% for older millennials). Pew Research reports that the number of Americans who often get news from television has remained steady at 33%. Americans turn to radio and print publications for news far less frequently. In 2024, 26% of U.S. adults said they often or sometimes got news in print.
This does not necessarily mean that these groups rely solely on social media for accurate or full news reporting. What’s become commonplace for many a consumer is the practice of following news outlets and journalists on social media and clicking through to an article as it appears in their feed—perhaps utilizing a free monthly article or then going on to research the story further outside of the app where they first saw it. For outlets hoping to hold onto their readers’ attention, alternative approaches to a simple headline preview or article snippet have emerged for journalism on social media platforms.
Social Media & the Evolving Media Landscape
From algorithmic bias to disinformation, natural concerns are associated with an uptick of folks adhering to social media for accurate reporting. Luckily for readers and PR professionals alike, many news outlets have expanded their reach by leaning into these trends, migrating toward a holistic multimedia approach, and broadening the scope of a reporter’s responsibility and the story’s reach across platforms.
“The biggest shift in recent years has been the rise of digital platforms and social media,” says Brittney Feudo, Senior Account Supervisor at Castle and former producer at NBC Boston. “News producers now must think about multi-platform delivery—websites, apps, social feeds, video, and even podcasts. The pace at which producers and reporters work is faster than ever, and there’s a lot more emphasis on audience engagement.”
“Newsrooms now often use social media to break stories, tease upcoming segments, or engage directly with viewers,” Feudo continues. “Sometimes an entire story is put together solely from a huge viral moment or social media reaction. The shift is driven by the need to compete for attention in a 24/7 news cycle.”
Outlets have established a voice, style, and posting cadence for such content. Take NPR or Castle-local platforms like The Boston Globe, GBH, and WBZ Newsradio. Without the time constraints of broadcast or radio, these outlets have utilized social media to create dynamic, visual stories that allow their place on an outlet’s account to be viewed and referred back to in perpetuity.
Striving for social media coverage: Put us in, Coach!
The appeal of earned coverage on social media has thus gained caliber, and the Castle PR team has jumped on the train. By earning social media placements, Castle clients and their good work have reached a broader audience in reputable regional news outlets:
Staying ahead in the ever-evolving media landscape requires strategies tailored to our clients, their audiences, and the news cycle at large. We expect this trend will only grow more substantially, and we’re excited by these emerging avenues for audience reach and collaboration with journalists. As it does, we feel we’re prepared to work in lockstep with our clients and the media to facilitate engaging, exciting, and impactful storytelling.
Learn more about Castle’s evolving PR capabilities here.
