AI and Automation
The new PR playbook for an AI-driven media landscape
The media traffic cliff isn't approaching—it’s already here. Major news outlets like the Washington Post and Business Insider have seen their traffic cut in half over just a few years. Google's AI Mode intensifies this drop, posing a serious challenge to media companies and the PR professionals who depend on them.
Media organizations are responding by shifting their business models. They’re focusing on subscriptions, live events, apps, and newsletters to build stronger connections with their audiences. The Washington Post aims to engage audiences previously overlooked, while The Atlantic prioritizes direct reader relationships through apps and events.
As the industry moves beyond traditional search-driven discovery, PR teams face both risks and opportunities. It’s time to rethink strategies and the ways we build trust and visibility through the media. When approached correctly, PR can become even more essential to both media outlets and clients.
How PR teams can adapt
Act as media trendsetters, not just messengers
Today, PR professionals must be fluent in the changes reshaping how audiences consume content. Pitching stories alone isn’t enough anymore. Instead, understand how media outlets are reaching their audiences and help them do so with your client’s voice and insights embedded.
Think beyond earned coverage. Align your clients with the new directions outlets are taking. What do their subscribers want? What helps them attract more subscribers? Which executives or topics can boost attendance at their events?
Think partnership more than placement
With media companies focusing on direct reader relationships through live conferences, premium apps, and print magazines, PR should aim for strategic partnerships that meet brand goals. This could mean facilitating collaborations like sponsored content or co-branded initiatives that support the outlet’s revenue while elevating your client’s brand.
Such partnerships build trust and influence by connecting your brand with credible, audience-focused platforms.
Create a multi-channel strategy for visibility
Media outlets are trying new formats and monetization methods. PR professionals are well-positioned to help brands navigate these changes. Over the past 20 years, PR has adapted to digital storytelling, social media, and video campaigns. AI presents a similar challenge—one PR is ready to meet.
By staying ahead of media trends and business models, PR can help brands thrive across multiple channels.
Rethink owned content like the media
Search traffic isn’t just drying up for media companies; many brands face the same issue after years of producing SEO-driven content that fails to engage real audiences.
To reach the right people, brands must pivot. Develop a strong editorial voice and share original research and insights that resonate with prospects and customers. Experiment with newsletters and events to build your own audience and remain top of mind. Owned channels should act as direct lines to your audience while complementing traditional media efforts.
Redefine success before your boss or clients do it for you
Measuring PR success has to go beyond impressions and clicks. Focus on deeper metrics like audience engagement, brand sentiment, and long-term trust:
- Engagement (not just reach)
- Brand mentions and sentiment
- Share of voice
- Subscriber growth on owned content
Top PR teams are updating their reporting to reflect how brand visibility across micro-audiences drives consideration and influence.
The path forward for PR
PR professionals are the link between brands and media, turning disruption into opportunity. As outlets pursue direct audience connections, PR must lead with creativity, agility, and insight. Having adapted through two decades of media shifts, PR is prepared for the next wave.
For brands and executives, the message is clear: collaborate with PR experts who understand this new environment. Together, you can develop strategies that secure media placements while building lasting trust, influence, and value.
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