What’s Driving Influence Now: New Media

Influence is no longer about who holds the microphone; it’s about who captures attention. With the White House now welcoming digital-first journalists, podcasters, and independent content creators into the press room, the rules of media and PR are being rewritten. Here’s what it means for brands, marketing, and the future of influence.

In a move that signals a fundamental shift in how influence works, the White House has officially opened press room seats to digital-first journalists, podcasters, and independent content creators.

For decades, traditional media controlled the flow of information. If you weren’t in the pages of The New York Times or on the evening news, your voice didn’t carry. But 2025 is rewriting the rules. Influence is no longer about who holds the microphone; it’s about who captures attention.

With social platforms, independent newsletters, and short-form video shaping public discourse, new media isn’t an afterthought; it’s the main stage. The White House’s decision is an acknowledgment of this shift: legacy institutions are no longer the sole gatekeepers of influence.

So what does this mean for brands, PR, and digital marketing? It means the power dynamics of influence are changing, and those who embrace this reality will win.

PR in 2025: The Shift from Control to Connection

For PR professionals, this evolution is seismic. The days of carefully managing relationships with a handful of major outlets are over. Influence now requires an omnichannel approach, spanning traditional media, micro-influencers, and digital-native platforms.

Key shifts shaping PR today:

  • AI-driven PR solutions: Real-time campaign tracking, automated sentiment analysis, and hyper-personalized media outreach are now the norm.
  • Authenticity and transparency: In a world saturated with AI-generated content, audiences crave real stories from real people.
  • Omnichannel influence: PR teams must master everything from legacy media to TikTok, Substack, and independent video creators.

The White House’s decision to embrace non-traditional media voices validates what PR professionals already know: if you want to shape the conversation in 2025, you can’t rely on the old playbook.

New Media: Where Influence Really Lives

The most powerful voices today aren’t necessarily found on TV or in print. Instead, they’re:

  • On podcasts: Long-form, unscripted conversations are driving deeper engagement than traditional interviews.
  • In newsletters: Independent journalists and thought leaders are building direct relationships with their audiences, bypassing traditional media entirely.
  • On social platforms: TikTok, Instagram Reels, and YouTube Shorts are where public opinion is formed, not in print editorials.

The White House’s move highlights what has been brewing for years: independent media is now mainstream. Smart brands aren’t just engaging with reporters; they’re building relationships with influencers, content creators, and alternative media outlets that command real audience attention.

B2B Marketing: Human Connection Meets AI-Driven Precision

This shift isn’t just affecting traditional PR and media; it’s also transforming B2B digital marketing. While AI has made segmentation and personalization more powerful than ever, the real winners are those who balance tech-driven insights with human-first storytelling.

  • Thought leadership is the new PR: Executives who consistently show up on LinkedIn, industry podcasts, and niche newsletters are outpacing those who rely on corporate press releases.
  • ABM evolves into ABX: Account-Based Marketing (ABM) is shifting toward Account-Based Experiences (ABX), emphasizing real-time engagement over static campaigns.
  • Privacy-first marketing is non-negotiable: As privacy regulations tighten, brands that focus on first-party data strategies will build trust while others struggle.

What’s Next: The Age of Decentralized Influence

The White House’s decision to bring new media voices into the press room is a clear signal: traditional gatekeepers are no longer in charge. Whether it’s politics, business, or culture, influence is moving faster, spreading wider, and no longer controlled by a select few.

  • AI is amplifying voices, but only those who use it strategically.
  • Authenticity is currency. Audiences gravitate toward real, unfiltered storytelling.
  • Influence is everywhere, from podcasts to Substack to TikTok, new media isn’t just competing with legacy media—it’s overtaking it.

For brands, PR pros, and marketers, this isn’t just a trend; it’s the new reality. Those who adapt will thrive. Those who cling to the past will fade.

As marketers, CEOs, brand builders alike – let’s do this. It’s our duty.

, , , ,

More from Avenue Z

  • Introducing the AI Visibility Index: Fintech Payments

    A data-driven look at which payment brands are leading in AI search and what it takes to become the…

    Link

    7 min read

    ,
  • Why AI Agents Are Already Rewriting Your eCommerce Brand Strategy with Jonathan Snow

    AI is already making purchase decisions. My latest Fast Company feature unpacks what that means for brand visibility, discovery,…

    Link

    2 min read

    ,
  • Manhattan Bridge in New York City, view from the street between brick buildings, New York City, Architectural photography.

    Top NY Tech Week 2025 Events We’re Eyeing (and You Should Too)

    These are the rooftop hangs, power walks, and pitch rooms you need to be in—bookmark this list, grab your…

    Link

    3 min read

    ,
  • Top of Stack: Markets, Media, and the March Toward Mayhem

    Get the press hits, trend intel, and event picks you need to stay ahead in fintech, innovation, and digital…

    Link

    3 min read

    ,
  • The Mirage of Simplicity in AI: Why Strategy Still Comes First

    AI can move fast and look smart—but without a clear strategy, it often just scales misalignment. Here’s why the…

    Link

    3 min read

    ,
  • Google’s AI Mode: A CMO’s Field Guide

    Google’s AI Mode is transforming search into a conversational, AI-driven experience—challenging traditional SEO and redefining how brands achieve visibility,…

    Link

    8 min read

    ,
  • Retro background futuristic landscape 1980s style. Vector perspective grid. 80s sci-fi or game style. Retro neon background

    Top Picks for Miami Tech Week 2025

    The Best Events for Founders, Investors, and Operators to Attend This April in Miami

    Link

    4 min read

    , ,
  • perplexity-llm-integration-feature

    Perplexity’s “Frenemies” Strategy is Boldly Centralizing the LLM Ecosystem

    In a world where every AI company is racing to outbuild the competition, Perplexity made a bold move. Instead…

    Link

    7 min read

    , ,
  • Top of Stack: Fintech, Media, and the Rise of Borderless Everything

    From borderless banking breakthroughs to AI risks in federal policy, here’s issue #002 of what’s shaping headlines across fintech,…

    Link

    4 min read

    , , ,
  • Floating island adventure magical sky travel with pink cloud reflection in water landscape beauty view

    The Third Great Digital Land Grab: Why AI Search is the Biggest First-Mover Advantage Since SEO

    AI search is rewriting the rules of digital visibility; brands that move now to build AI authority will dominate…

    Link

    7 min read

    , , ,
  • Transparent Glass Cubes in Abstract Floating Arrangement

    AI Search Loves Answers: How to Write FAQ-Driven Content for LLMs

    AI search engines prioritize answers, not just keywords. Brands that structure content in a FAQ-driven format are more likely…

    Link

    4 min read

    , ,
  • Online shopping and ecommerce via internet concept : One paper box with shopping cart logo on a laptop computer depicts consumer always buys personal goods or things directly from online retail store

    Best eCommerce PR Firms of 2025

    Discover the top PR agencies helping eCommerce brands turn visibility into measurable growth in 2025.

    Link

    6 min read

    , ,

Recommended reads

  • Introducing the AI Visibility Index: Fintech Payments

    A data-driven look at which payment brands are leading in AI search and what it takes to become the…

    Link

  • Why AI Agents Are Already Rewriting Your eCommerce Brand Strategy with Jonathan Snow

    AI is already making purchase decisions. My latest Fast Company feature unpacks what that means for brand visibility, discovery,…

    Link

  • Manhattan Bridge in New York City, view from the street between brick buildings, New York City, Architectural photography.

    Top NY Tech Week 2025 Events We’re Eyeing (and You Should Too)

    These are the rooftop hangs, power walks, and pitch rooms you need to be in—bookmark this list, grab your…

    Link

  • Top of Stack: Markets, Media, and the March Toward Mayhem

    Get the press hits, trend intel, and event picks you need to stay ahead in fintech, innovation, and digital…

    Link

  • The Mirage of Simplicity in AI: Why Strategy Still Comes First

    AI can move fast and look smart—but without a clear strategy, it often just scales misalignment. Here’s why the…

    Link

  • Google’s AI Mode: A CMO’s Field Guide

    Google’s AI Mode is transforming search into a conversational, AI-driven experience—challenging traditional SEO and redefining how brands achieve visibility,…

    Link

  • Retro background futuristic landscape 1980s style. Vector perspective grid. 80s sci-fi or game style. Retro neon background

    Top Picks for Miami Tech Week 2025

    The Best Events for Founders, Investors, and Operators to Attend This April in Miami

    Link

  • perplexity-llm-integration-feature

    Perplexity’s “Frenemies” Strategy is Boldly Centralizing the LLM Ecosystem

    In a world where every AI company is racing to outbuild the competition, Perplexity made a bold move. Instead…

    Link

  • Top of Stack: Fintech, Media, and the Rise of Borderless Everything

    From borderless banking breakthroughs to AI risks in federal policy, here’s issue #002 of what’s shaping headlines across fintech,…

    Link

  • Floating island adventure magical sky travel with pink cloud reflection in water landscape beauty view

    The Third Great Digital Land Grab: Why AI Search is the Biggest First-Mover Advantage Since SEO

    AI search is rewriting the rules of digital visibility; brands that move now to build AI authority will dominate…

    Link

  • Transparent Glass Cubes in Abstract Floating Arrangement

    AI Search Loves Answers: How to Write FAQ-Driven Content for LLMs

    AI search engines prioritize answers, not just keywords. Brands that structure content in a FAQ-driven format are more likely…

    Link

  • Online shopping and ecommerce via internet concept : One paper box with shopping cart logo on a laptop computer depicts consumer always buys personal goods or things directly from online retail store

    Best eCommerce PR Firms of 2025

    Discover the top PR agencies helping eCommerce brands turn visibility into measurable growth in 2025.

    Link

  • Building Movements: A Shared Vision Behind Our Business of the Year Award

    Avenue Z just won Business of the Year: H. Wayne Huizenga Startup Award. Here's what it means for where…

    Link

Connect With Us

Stay in touch. Discuss your needs with us and see how we can help.