At the recent FPRA PR and Communications Summit in Orlando, Florida, I had the chance to speak about a transformation that’s shaking the foundation of our industry: the rise of new media and the fading grip of traditional gatekeepers.
The media world we knew is fundamentally changing, and that’s a good thing.
The White House Gets It. Do We?
One of the most radical (and telling) shifts this year came from the White House. In January, they opened a front row press briefing seat to podcasters, TikTok creators, and digital-first media. For certain audiences, these influencers are the new trusted voices of our time.
The government recognized that audiences are finding their news elsewhere, and they’re adapting. It’s time PR pros do the same. In fact, a study from the Reuters Institute found that social media is the number one news source for all age ranges except those 55 and above.
The Trust Gap Is Real
During my talk, I asked a room full of PR professionals where they get their news. Social media and online platforms dominated, but when asked who they trusted, the answers changed. Trust didn’t match traffic.
According to a study from Gallup, Americans’ trust in mass media has been steadily declining over the past two decades.
That’s the opportunity. Trust is up for grabs, and people are placing their bets on creators who feel transparent, not polished. PR now means going beyond pitching editors and recruiting believers. We’re more than placement trackers. We’re architects of influence.
AI Search Is the New Front Page
If your PR strategy still centers on headlines alone, you’re missing the next wave entirely.
AI is becoming the world’s most-used information layer. What ChatGPT or Perplexity says about your brand could soon matter more than what Google does. The content it pulls from – reputable, consistent, authoritative media – must be part of your PR plan.
This is why earned media remains critical, but we must be strategic. Not every outlet matters equally anymore. Some publications, like Reuters, are now disproportionately shaping AI search results. We now must influence people and algorithms.
Influence Is Horizontal Now
Legacy PR was vertical: pitch the news to reporters, issue a press release, wait for coverage, celebrate. The new model is horizontal: own your platform, collaborate with creators, speak directly to niche audiences, and do it fast.
Avenue Z calls this convergence marketing. It’s about marrying PR, performance media, and AI optimization into one cohesive strategy that builds ecosystems of influence.
What Comes Next?
Here’s what I believe:
- Social-first strategy is table stakes. Meet people where they are: in their feed, in their podcast queue, in their inbox.
- Your brand must live beyond media. Own a narrative across blogs, newsletters, and channels you control.
- AI is here to stay. Optimize your visibility today, or get left behind tomorrow.
- Trust beats traffic. Invest in long-term relationships with creators and audiences who actually move the needle.
The shift is already happening. You can cling to the old ways, or you can build the new world. I’m betting big on the future, and the future is fast, digital, and decentralized.
Let’s build accordingly.
If you’d like to see where your brand stands in AI search visibility, Avenue Z offers a free AI Snapshot. Let’s connect.
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