AI's Slow Squeeze on Journalism: What PR and Communications Teams Need to Do Now
AI isn't about to erase journalism overnight, but it is suffocating the model that funded it. Major publishers are bracing for a sharp fall in web traffic, and with it, the ad revenue that kept newsrooms running.
A new Reuters Institute survey of 280+ media leaders across 51 countries expects website traffic to drop 43 percent over the next three years. Referral traffic from Google Search is already down 33 percent globally. The "traffic era" that propped up traditional media looks like it's ending.
What's changing (and why it matters for PR)
People are getting answers from chatbots instead of clicking through to publishers. That weakens the classic PR playbook: pitch story, land coverage, ride the referral wave, report the uplift.
Only 38 percent of media leaders feel confident about journalism's near future. Many plan to cut general news and service content - the very formats that AI can summarize - and double down on originals: investigations, on-the-ground reporting, and human-led storytelling. Shortform video is getting priority to stay visible on social platforms.
Some experiments are going off the rails. The Washington Post's personalized AI podcast trial drew backlash after it generated factual errors and editorialized on active stories - a reminder that careless AI use torpedoes trust. Meanwhile, lighter-touch use cases (like AI-assisted headlines) are becoming routine. As one expert told The Guardian, strong analysis and human judgment still matter - and will be hard for AI to imitate well.
Implications for your media strategy
- Expect less referral traffic from earned coverage. Plan for smaller click-throughs and bigger emphasis on reputation, narrative control, and direct distribution.
- Pitches need stronger "why now" and exclusivity. Editors will prioritize distinctive reporting, real access, and proprietary data.
- Shortform video and social-native assets increase pickup odds. Journalists need ready-to-use visuals and clips that work in-feed.
- Owned channels become non-negotiable: newsletters, podcasts, site hubs, and executive LinkedIn become your reliable reach.
What to prioritize in your pitches
- Original data: commissions, surveys, or platform insights that no one else has.
- Access: credible customers, frontline experts, or on-site reporting opportunities.
- Clarity: newsroom-ready assets - quotes, b-roll, transcripts, charts, and source links - to reduce editorial friction.
- Human stakes: show real people, decisions, and consequences. AI summaries flatten stories; you add the texture.
PR playbook updates for an AI-first search era
- Shift KPI mix: track brand search, direct traffic, newsletter signups, LinkedIn reach, and citation quality - not just clicks.
- Build a brand newsroom: fast updates, fact sheets, executive briefs, and a clean press kit so reporters can verify and embed.
- Package for platforms: 15-60 second explainers, headline graphics, and vertical video for editors and creators to reuse.
- Offer exclusives and embargoes strategically: one premium outlet + follow-on briefings to extend the story arc.
- Run independent research quarterly: turn one study into multiple angles, op-eds, charts, and short videos.
- Strengthen reporter relationships: quick responses, reliable facts, and no spin. Trust is your edge against AI noise.
Use AI without burning trust
- AI for speed, humans for accuracy: drafts, summaries, alt headlines - yes. Final facts, tone, and nuance - human-owned.
- Guardrails: citation checking, brand voice checks, and approval flows. No auto-publishing of AI-generated copy.
- Proof points: always include sources, dates, and data methods. If AI is used, make sure the team can defend every claim.
Where to place your bets in 2025
- Original investigations and expert POVs that AI can't replicate cleanly.
- On-the-ground access and human stories with clear stakes.
- Shortform video for discovery; newsletters and podcasts for depth and loyalty.
- Search resilience: structured content, strong internal linking, and clear answers that can be quoted or cited.
The bottom line
Traffic-driven media is shrinking. Journalists will favor depth over sameness, and distribution will tilt to social and direct channels. For PR teams, this is an opening: bring real reporting ingredients - data, access, and story craft - and you'll earn coverage that still moves opinion, even if it sends fewer clicks.
If your team needs practical AI skills for content and comms workflows, explore focused options here: AI courses by job role.
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