It’s time for PR to focus on TikTok, Reddit and Substack

By Jeffrey Davis

I was honored to participate in an inaugural roundtable discussion with editors and producers at The Hill and cable news network NewsNation in Washington, D.C., alongside area communications professionals exploring “The Future of News.” Our nearly two-hour conversation revealed a transformed media landscape that demands new approaches from PR professionals. Following Chatham House Rule, I can share a selection of unattributed insights:

The monolithic media world is gone. Today’s landscape is a mosaic of independent journalists, news influencers, content creators, and aggregators – most thriving on TikTok and Substack with subscriber numbers that dwarf traditional outlets. One of the emerging independent journalists is Aaron Parnas, featured recently in Capitol Communicator, with an audience of 3 million. Legacy media’s dominance is fading.

Key takeaways that should reshape your communications strategy:

• PR’s client education challenge: Many executives will remain stuck in outdated media approaches, unfamiliar with platforms like Substack that now drive national conversations. We must guide them through this new reality – and accept that some will refuse to adapt. Generic press releases and mass emails won’t cut it with today’s content creators.

• TikTok as media disruptor: We talked about how the platform hasn’t merely shifted how millions get their news – it has fundamentally transformed how all media must operate to remain relevant.

• Audience-driven content creation: Editors say they now rely heavily on SEO tools to understand what audiences are searching for and then create content their audience actually talks about and cares about. What a concept.

• Reddit: The overlooked intelligence source. Newsrooms are sifting through Reddit communities for story ideas and audience insights. Smart PR professionals should follow suit, finding these subreddits and crafting strategies that align with conversations happening there.

• Guest selection guidance: Media seeks voices who “move the needle” on major stories. A built-in social audience that extends interview reach through shares has become a significant factor – highlight this advantage in your pitches.

While some Americans will cling to familiar sources that reinforce existing views, today’s fragmented landscape offers the opportunity to curate diverse perspectives and form genuinely independent opinions. The catch? It requires effort and willingness to listen to a variety of viewpoints.

Our conversation covered a lot more, but this should provide a taste of what the new media landscape offers us. PR pros who pay attention to this will be in a position to guide their clients and employers. As I said, we’re well past the days of press releases and media lists.