Sep 08, 2025 / By Jennifer Non
10 Min Read
If the media landscape feels like a fragmented hot mess to you, that’s because it is. Traditional media is splintering, shrinking—whatever you call it—with legacy outlets folding weekly and layoffs abound. More journalists are starting their own niche newsletters, podcasts and other solo ventures. Meanwhile, influencers with no editorial training are stepping into this vacuum and blurring the line between “reporting” and promotion with opinion. For B2B brands and PR professionals, the tried-and-true PR and media relations playbook no longer guarantees the visibility or authority it once did.
Traditional media is unlikely to bounce back. For B2B brands and PR professionals, the new path forward means treating media like infrastructure: build your own reliable channels, control your message, and engage where your audience is most active. What you publish and where matters infinitely more than ever.
What else is happening in the weird new world of media and PR?
Read our story here.
