Does Your Brand Need Media Relations?

For decades, public relations has been nearly synonymous with “media relations.” While the industry has expanded far beyond securing media placements—into influencers, social media, events, and more—media relations remains a core component of most PR strategies and PR agency services. However, with advancements in technology and the rise of social media, the way people consume (and trust) content is changing.

For many brands, there’s a growing frustration with earned media investments. They often find themselves:

• Struggling to secure meaningful press coverage, or

• Securing coverage that ultimately doesn’t move the needle

So the question remains: is media relations still necessary for your brand to succeed in 2026?

The Benefits of Earned Media

Earned media coverage is one of the oldest and most credible forms of brand visibility. The most sought-after placements are in mainstream or “top-tier” outlets—newspapers, magazines, and broadcast TV programs that reach millions.

At its core, earned media is valuable because it’s earned. A brand cannot simply purchase its way into coverage; it must demonstrate value, relevance, or impact to be included. For audiences, this earned distinction carries inherent credibility. Journalists and media outlets act as gatekeepers of important, trustworthy information, and audiences generally assume that what they publish has been vetted and verified.

When brands are featured in outlets like Vogue, Forbes, or USA Today, consumers make a conscious—or even subconscious—judgment that the brand is noteworthy. This often drives further discovery, increases brand awareness, and can positively impact both reputation and revenue.

The Reality of Modern Media Relations

Today’s media landscape looks very different from even a decade ago. With an overwhelming number of content sources available, consumer news habits continue to evolve. According to the Pew Research Center, about one-third of Americans prefer getting news from television, while 21% turn to news websites or apps, and 14% rely on social media as their primary source.

However, how people consume news does not always align with how they evaluate brands.

In fact, new research from Omnicom shows that approximately 54% of consumers trust influencers or creators on social platforms more than traditional publications. Among Gen Z, that number rises to nearly 70%. This shift suggests that while mainstream media still plays a role in news consumption, its influence on brand perception and purchasing decisions is diminishing.

What This Means for Brands and PR Agencies

Today, it’s more important than ever for brands and PR agencies to rethink and diversify their approach to media relations. Many PR agencies still prioritize top-tier media placements without fully considering audience sentiment or engagement.

Consumers are constantly bombarded with ads, social content, influencer recommendations, and news updates. We now live in a highly saturated media ecosystem where audiences are more discerning—and more likely to ignore brand messaging that doesn’t resonate.

To drive meaningful results with your media relations strategy:

Segment your audience The modern media landscape is highly fragmented, with countless niche communities both online and offline. Brands that clearly define their audience—and understand the podcasts, events, creators, and platforms they engage with—can refine their media relations strategy. Often, investing in targeted, nontraditional outlets will generate more impact than a brief mention in a top-tier publication.

Understand that “news” is not the same as “brand updates” When working with traditional media, it’s critical to recognize that not every brand update is inherently newsworthy. Effective media relations require aligning your story with established news values. Referencing the seven pillars of newsworthiness can help ensure your pitches resonate with journalists and editors.

Treat media relations as a long-term investment Media relations is not a quick win—it’s a long-term strategy. While the media landscape continues to evolve, media relations remains essential for building credibility, trust, and emotional connection with your audience. Consistent coverage over time helps establish authority and familiarity, which ultimately drives business results. While it may take months—or even years—to see sustained impact, the long-term payoff can be significant.

Interested in learning more about our approach to media relations and how our PR agency can support your brand? Click HERE.