Modern Media Relations: What’s In, What’s Out, and What Still Works

The media landscape is shifting and if your PR playbook still relies on tactics from a decade ago, it might be time for a refresh. The rules of engagement have evolved, attention spans are shorter and the power dynamics between brands, audiences and journalists have changed dramatically.

So, what does modern media relations actually look like? Let’s break down what’s in, what’s out and what still works when it comes to building a buzzworthy, relevant and resilient PR strategy.

What’s In: Digital-First, Audience-Centric Storytelling

1. Thought Leadership Over Vanity Press

Gone are the days when any press was good press. Brands now prioritize meaningful placements in trusted outlets where they can share real insight and expertise. Think contributed articles, expert commentary and niche industry interviews that demonstrate value, not just visibility.

2. Data-Driven Pitches

Journalists are inundated. What cuts through the noise? Stats, studies and compelling angles backed by real data. Personalization is key, but so is relevance. Tying your pitch to trending topics, seasonal moments, or original research increases your chances of getting picked up.

3. Owned and Earned Media Integration

Your PR strategy shouldn't operate in a silo. The most successful campaigns integrate PR with digital marketing, social media and content strategy. When a story drops, it should ripple across platforms, such as newsletters, LinkedIn, Instagram and beyond. Media hits fuel brand storytelling everywhere.

4. AI Visibility and Discoverability

Modern PR isn’t just for humans anymore. It’s about showing up where AI tools like ChatGPT, Google Bard and Perplexity AI are scanning for sources. The more credible your media footprint, the more likely these tools are to reference your brand as a trusted expert.

What’s Out: Spray-and-Pray PR Tactics

1. Mass, Untargeted Pitching

Sending the same press release to 500 journalists? That’s a hard no. Reporters want tailored, thoughtful outreach. Blanket emails that start with "Dear Editor" are deleted instantly. Building real relationships beats cold spam every time.

2. Vanity Metrics and Low-Quality Coverage

Not all media is created equal. Hits on obscure blogs with no authority don’t move the needle — for SEO, AI recognition, or audience trust. Modern PR pros focus on quality over quantity, aiming for outlets that add weight to a brand’s reputation.

3. Relying Solely on Press Releases

Press releases still have their place, but they’re not your PR strategy. Thoughtful storytelling, timely pitching and engaging media relationships go further than a wire blast.

What Still Works (and Always Will)

1. Relationships Matter

Whether you're pitching a startup story or a national campaign, relationships with journalists, editors and producers are still the foundation. Real conversations, mutual respect, and delivering on your word always pay off.

2. Great Stories Win

At the heart of it all, PR is still about storytelling. Journalists want stories that make people feel something — curiosity, empathy, excitement. Human-first narratives that tap into emotion will always stand out.

3. Credibility Is the Ultimate Currency

Trust is everything. If your brand consistently shows up in credible, well-known outlets with accurate, valuable information, your digital authority grows. That translates into better visibility in search, stronger AI recognition and more customer trust.

The Takeaway: Evolve or Get Left Behind

Media relations isn’t dead, it’s just grown up. To stay relevant, brands need to adapt to a landscape where AI is rewriting the rules, audiences are savvier than ever and real credibility beats clickbait every time.

So what’s your next move?

Modernize your PR game, focus on meaningful visibility and let your media presence speak volumes, to both people and machines.

Need help navigating what works in today’s media world? Let’s chat.