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  • The Colab Brief - 143: The New Media Playbook: Why Traditional PR Is Getting Disrupted 📱

The Colab Brief - 143: The New Media Playbook: Why Traditional PR Is Getting Disrupted 📱

Author

Ash + Lizzy
November 09, 2024

In partnership with

Remember when landing a feature in The New York Times meant you'd "made it"? Those days aren't exactly over, but they're definitely evolving. Let's talk about the seismic shift happening in media influence – and what it means for your communications strategy.

Read Time: 4 minutes

The Numbers Don't Lie 📊

The transformation in how Americans consume information isn't just noticeable – it's measurable:

  • A single Joe Rogan podcast featuring Trump reached over 33M viewers (that's more than multiple prime-time cable news shows combined)

  • Kamala Harris connected with more young women through "Call Her Daddy" than 60 Minutes and The View – together

  • 100M Americans now tune into podcasts weekly

  • Digital platforms like TikTok, Substack, and Instagram have become major players in information dissemination

Why This Matters for You 🎯

The traditional PR playbook isn't just getting a few new pages – it's getting a complete rewrite. Here's what's really happening:

The Gatekeepers Are Changing

  • Old World: Pitch to editors, hope for coverage

  • New World: Direct access to audiences through multiple channels

Format Is Evolving

  • Old World: Polished 30-second soundbites

  • New World: Long-form, authentic conversations that dive deep

Audience Engagement Is Different

  • Old World: One-way broadcasting

  • New World: Interactive, community-driven discussions

The New Rules of Engagement 🎮

To succeed in this new landscape, you need to:

Think Platform-First

  • Match your message to the medium

  • Understand each platform's unique culture

  • Adapt your content accordingly

Prioritize Authenticity

  • Long-form conversations allow for real depth

  • Unscripted moments create genuine connections

  • Raw authenticity beats polished perfection

Target Micro-Communities

  • Focus on specific audience segments

  • Build genuine relationships with niche influencers

  • Create content that resonates with particular communities

What This Means for Your Strategy 🎯

The future of influence isn't about reaching everyone – it's about reaching the right people in the right way:

  • Diversify Your Channels: Don't put all your eggs in the traditional media basket

  • Create Platform-Specific Content: One size doesn't fit all

  • Build Direct Relationships: Connect with audiences where they are

  • Measure Different Metrics: Engagement often matters more than reach

The Bottom Line 💡

The future of influence lies in authentic, targeted conversations that resonate with specific audiences.

Success in this new landscape requires adaptability, authenticity, and a willingness to meet your audience where they are – not where they used to be.

Until next week -

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