The Enduring Value of Media Relations in Today’s PR World
Learn the essential value of media relations for brands today—and how to amplify earned media for maximum impact and credibility.
Media relations has long been a cornerstone of public relations. But as newsrooms and audiences decline, you might be wondering: what’s the value of media relations to brands today? The answer depends on how you approach each media segment and maximize the impact of your coverage.
The (W)right On team sees media relations as far more than “getting press.” Media relations is a targeted and strategic effort that produces credibility and increases influence with the right approach. Let’s unpack why media relations still matters and how to make the most of every earned media win.
Earned Media: The Ultimate Third-Party Endorsement
A media mention in a respected outlet is more than a fleeting headline—it’s an implied endorsement.
When an objective journalist, editor or podcast host shares your story, they lend their credibility to your brand. Media coverage is a powerful form of social proof, especially in a trust-starved world. Whether it’s an executive quote in a leading trade publication, a feature in the local paper or a guest spot on a popular podcast, earned media validates your message in ways paid or owned media cannot.
From Moment to Momentum: Amplify Your Media Coverage
But here’s the reality check: the reach and impact of a media mention isn’t what it used to be. Newsrooms are shrinking, audiences are fragmenting and even top-tier outlets are competing for attention in a crowded digital landscape.
That’s why the value of media relations doesn’t stop with the placement. To realize its full value, package and push that coverage back out to your target audience. Here’s how:
- Share it on social media—and consider a paid boost to target and extend its reach.
- Feature it on your website, ideally in a “newsroom” section or as a blog update.
- Include it in your newsletter to reach current clients, partners and prospects.
- Showcase it in your physical space—like running a broadcast segment on your lobby monitors or sharing a print feature in your business.
- Share it with the sales team to give them another tool for starting or continuing conversations.
These simple practices transform a one-time media hit into an evergreen asset that builds your brand authority over time.
Adjusting to the Shifting Media Landscape
When it comes to securing that media coverage, be realistic about the current state of journalism.
Traditional media outlets, even the most prestigious, have seen their resources and reach dwindle. Newsrooms are often operating with skeleton crews, making it harder than ever to get a non-breaking, non-crisis or non-billion-dollar-company story placed.
In fact, unless your company is already a household brand, chances are slim you’ll get major feature coverage in The Wall Street Journal or The New York Times. Scan the headlines in those publications. That doesn’t mean your story isn’t important—it means you need to get smarter about where we place it.
How is what you’re doing contributing to the major stories of the day? Are you doing something that helps alleviate the loneliness epidemic at your senior living communities or integrating AI into the guest experience at your resort? Is your software solving a problem faced by big tech or your data illuminating a previously invisible cost affecting household budgets?
Your business’s trends and insights are more newsworthy than your latest partner, product or customer announcement.
Finding Your Tribe in Trade Publications, Podcasts and Newsletters
Rather than focusing solely on top-tier outlets, brands today need to look to niche platforms:
- Trade publications offer deep credibility with highly targeted audiences.
- Podcasts often have small but fiercely loyal listeners who trust the host’s recommendations.
- Substack newsletters are becoming go-to resources for industry insights, with some boasting subscriber bases that rival or exceed local media audiences.
These channels may not come with the instant prestige of a TV camera or big-name byline, but their long-term reach and influence can far outweigh a fleeting TV news spot. More importantly, they allow you to speak directly to the audiences who matter most.
And here’s a fun fact: Substack has 5 million paid subscriptions as of March 2025, and 1 million of those joined in the past four months, according to the Really Good Business Ideas newsletter on, you guessed it, Substack.
The Takeaway: The Value of Media Relations is Immeasurable
In today’s PR environment, media relations remains invaluable—but only if you treat it as part of a larger strategy. Earned media can open doors and build credibility, but its true power is unlocked when you amplify it across channels and platforms.
So, keep chasing the press—but chase it wisely. Focus on outlets where your voice will resonate, amplify your wins to your audience and, remember, media relations is about more than just “getting ink”—it’s about shaping perceptions, earning trust and creating lasting impact.
Author Julie Wright is President and Founder at (W)right On Communications. Let’s turn your next headline into your next big win. Reach out at (858) 886-7900 or info@wrightoncomm.com.
