The media landscape is shifting, and businesses that fail to adapt risk losing relevance. Avenue Z’s CEO, Jeffrey Herzog, was recently featured in Forbes, explaining why traditional PR strategies are no longer enough and how brands can take control of their own narrative in the digital-first era.
The White House Embraces New Media; So Should Businesses
In a landmark move, the White House has officially granted press seats to new media journalists, acknowledging the growing influence of independent content creators, podcasters, and digital-first platforms. More than 7,000 applications flooded in within 24 hours of the announcement, underscoring the demand for alternative media voices.
This shift is not just political—it reflects a fundamental change in where people place their trust. While legacy outlets like The New York Times and CNN still hold weight, younger audiences are increasingly turning to podcasts, YouTube, TikTok, and independent newsletters for their information.
Herzog’s takeaway? If the White House is adapting to new media, so should businesses.
Why Traditional PR Is No Longer Enough
For decades, companies relied on mainstream press coverage to build credibility. But as trust in legacy media declines, brands must rethink their visibility strategy. Herzog highlights that today’s most effective CEOs and companies are not just pitching the media—they are the media.
How Businesses Can Own Their Narrative
Instead of waiting for journalists to cover their stories, brands must create and control their own media ecosystems. The companies thriving in this environment are:
- Building owned media channels. Investing in LinkedIn, Substack, corporate blogs, and newsletters ensures direct communication with audiences.
- Producing short-form and long-form content. The best brands mix TikTok, YouTube Shorts, X (Twitter), and Reels with in-depth insights on Medium, podcasts, and digital press.
- Leveraging trusted independent creators. Partnering with influential digital voices allows businesses to expand their reach and credibility.
- Engaging their audience directly. From live video Q&As to community-driven platforms like Discord, brands need to foster authentic interactions.
CEOs as Media Brands: The New Playbook
Herzog points to leaders like Elon Musk, who bypass traditional media entirely and engage directly with audiences through social platforms. When Tesla has a major update, Musk tweets it. When SpaceX launches a rocket, it is streamed live. This direct connection gives companies more control over their messaging.
The lesson? Business leaders don’t need to rely on journalists to shape their brand story. They have the tools to do it themselves.
The Future of Influence is Digital-First
As Herzog explains, credibility is no longer confined to traditional outlets like Forbes and Bloomberg. The most influential brands today are those that are everywhere their audience is:
- Long-form insights on Substack, LinkedIn, and company blogs
- Short-form content on TikTok, Instagram Reels, and YouTube Shorts
- Earned credibility through podcasts, digital press, and independent creators
- Community engagement via newsletters, Discord, and live video
The Takeaway: Is Your Brand Keeping Up?
This shift is not just about where media lives, but how trust is built. Businesses that embrace new media strategies, digital-first storytelling, and multichannel engagement will lead the future. The White House is adapting; is your brand?
Read Jeffrey Herzog’s full Forbes feature here.
