The media is in a state of flux. Viewing, listening and reading habits are changing rapidly, and talent and their executives are desperately trying to work out where to go next. Several options are proving popular, with YouTube, podcast and Substack the standout platforms in the ‘new media’.
While each of these uses a different medium – video, audio, and the written word respectively – the thread that links them together is that you can publish your own content and build your own community without the shackles of an editor or a time limit.
This isn’t a fringe movement. Big name journalists including Piers Morgan and Tina Brown have recently begun Substacks, CNN anchor Christiane Amanpour has just started a podcast with her ex-husband, and Gary Lineker has become almost as famous for his podcast company as his golden boot. How we consume media is changing and the big names know it.
This has prompted the emergence of a start up culture across the media, where even the top talent are starting their own thing and no longer relying on the same ten TV channels and newspapers to bring them fame. They’d much rather build their own community, cover what they want, not what they’re told to, and reap the financial rewards of owning their own platform.
How this affects business
For businesses seeking press attention, this fracturing can seem a worrying prospect. Traditional media outlets still have their place, but these glossier alternatives are strong players.
This might seem daunting, as good PR is often based on having strong relationships with outlets and journalists over a long period of time. But this is also an exciting time, full of opportunities to get ahead of the curve and build new relationships with emerging outlets before others jump on the new media train.
How to make new media work for you
Build relationships early – The emergence of new platforms, often run by individuals rather than institutions, offers great opportunities to build fresh relationships with platforms when they’re in the early stages of growth, which could become very valuable as both you and they grow.
On platforms like Substack, creators live and die by the quality of their content, so you’re unlikely to get a 1000 word puff piece commissioned. But, if you’ve got something insightful and original to say, it’s likely to get published regardless of whether you’re a big player or not. The playing field is being levelled.
Find your niche – The fragmentation of the media means there’s now an outlet for any and every conceivable topic, and they’re often even more specialist than traditional trade media. This makes finding and targeting niche audiences much easier than before.
Build your own content platform – This isn’t as crazy as it sounds. New media platforms tend to be much more meritocratic than traditional media, so if you’re creating quality content you’re likely to build a strong audience, even if it’s niche.
There’s all sorts of benefits to this for businesses. You can get detailed insights into your audience, what they like and what they don’t, which have all sorts of marketing and product development uses. Plus, you have complete control over your content, and can develop closer bonds between your brand and the community engaging with your content.
There is, without doubt, early mover advantage in all of these areas. Some will no doubt prefer to cling onto their traditional media contacts book until the bitter end, but this won’t serve them well – a balance of both is needed in this new movement.
Traditional media still plays a very important role in PR at the moment, but these new outlets are only gaining momentum. The earlier you’re able to start building relationships with podcast producers, Substack writers, and YouTubers, the better. We all know that long term relationships are important in PR, so start building them now. The new media bandwagon is coming, and it’s better to jump on it early.
At Prohibition, we believe in constructing communications fit for the future. Drop us a line at hello@prohibitionpr.co.uk or call us on 0113 430 4160 if you want to know more.
For more interesting blogs, check out:
Why Cult Brands Are PR’s New Power Players
Why Purpose-Driven PR is More Relevant Than Ever?
The AI Revolution in PR: Friend, Foe, or Frenemy?
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