08/12/2025
Are you still planning campaigns as if a front-page splash is the only goal?
Our latest webinar 'Mapping the Media: How do stories travel today’s fragmented landscape' featured insight from Burson Head of Media Relations Strategy Sean Allen-Moy and JournalismUK’s Community Editor Jacob Granger on navigating the chaos for coverage…
📉 Traditional media is no longer enough: In the UK, print consumption has fallen to 12%, and TV-news to 48%. The once-reliable path from press release → national print/TV coverage → audience is broken.
🎯 The smart move is audience-first, not outlet-first: With vertical video, newsletters, podcasts, social feeds, and niche formats filling the gap, the key is meeting your audience where they are, not where they used to be.
🔥 Niches and engaged communities can be more valuable than blanket reach: For many topics, forging connections in specialist outlets, forums, or podcasts can yield deeper engagement than a fleeting national mention.
🔗 Think connectors and flexibility: Whether that’s influencers, interest-specific publications, or alternative platforms (think social, audio, digital), identifying and working with these ‘connectors’ is essential to avoid echo chambers.
✅ The takeaway for PR and comms teams: The “release + wait” approach is a thing of PR past. Instead, build flexible, audience-centric strategies that treat each campaign as a journey. Map out potential paths, anticipate where your story might land, and be ready to switch things up.
https://tinyurl.com/a7b9rvv4
