"The traditional approach to news is shifting thanks to the transition to digital platforms. Other factors include the continued exploding popularity of podcasters, influencers and other creators; shorter attention spans; the issues of misinformation and trust in media; and new strategies and automation brought on by AI. Last year, we saw the continued transformation of local news, with independent publishers "calling it quits at an alarming rate," according to a report published by Northwestern University's Medill School of Journalism."
"The report notes the continued steady decline of local newspapers and a rise in the number of news deserts. But at the same time, digital opportunities are growing, according to the report, providing new opportunities for journalists-and, I would add, PR professionals. This requires those of us in PR to track the shifts in the outlets we pitch. We must invest more time in updating our media lists, building relationships"
2025 brought transformative, tumultuous changes across media, public relations, and communications, driven by political and cultural division and accelerated AI adoption. Businesses and agencies will remain shaped by these trends and face new opportunities and challenges in 2026. The media landscape is shifting toward digital platforms, with rising influence from podcasters, influencers, shorter attention spans, misinformation, trust issues, and AI-enabled strategies and automation. Local news continues to decline, with independent publishers "calling it quits at an alarming rate," creating more news deserts. At the same time, digital opportunities are expanding for journalists and PR professionals. PR teams must track outlet shifts, update media lists, and strengthen relationships.
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