As the CEO of Avenue Z, I’ve spent years helping brands shift from traditional PR to digital-first brand storytelling. The old way of relying solely on mainstream press for credibility is fading—businesses today need to own their media ecosystems rather than waiting for journalists to tell their stories.
In my recent Forbes feature, I break down exactly why and how companies can take control of their narrative in the new media landscape.
The White House Embraces New Media; So Should Businesses
In a landmark move, the White House recently granted press seats to new media journalists, recognizing the growing power of independent creators, podcasters, and digital-first platforms. Within 24 hours, over 7,000 applications flooded in—a clear sign that alternative media is shaping the future of news.
\This shift isn’t just political—it reflects how dramatically media consumption has changed.
Legacy outlets like The New York Times and CNN still hold influence, but younger audiences now turn to podcasts, YouTube, TikTok, and independent newsletters for information.
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 for credibility. But trust in legacy media is declining, and brands can no longer afford to wait for coverage—they need to own their narrative through direct engagement.
The most successful CEOs and companies today aren’t just pitching the media—they ARE the media.
The businesses thriving in this new era don’t sit back and wait for journalists to cover them—they actively build their own platforms, audiences, and media channels.
How Businesses Can Own Their Narrative
Instead of hoping journalists cover their stories, companies should be building and controlling their own media ecosystems. Here’s how leading brands are doing it:
- Building owned media channels – Investing in LinkedIn, Substack, corporate blogs, and newsletters ensures direct access to audiences.
- Producing short-form and long-form content – The best brands mix TikTok, YouTube Shorts, and Reels with thought leadership on Medium, podcasts, and digital press.
- Leveraging independent creators – Partnering with influential digital voices expands reach and credibility.
- Engaging audiences directly – From live Q&As to community-driven platforms like Discord, businesses must foster authentic interactions.
CEOs as Media Brands: The New Playbook
When Tesla has a major update, Elon Musk tweets it.
When SpaceX launches a rocket, it’s streamed live.
This direct-to-audience model gives brands complete control over their messaging—eliminating the gatekeepers of legacy media.
Business leaders don’t need journalists to shape their brand story. They already have the tools to do it themselves.
The most influential CEOs today bypass traditional media entirely, using their own platforms to build trust, visibility, and engagement.
The Future of Influence is Digital-First
One of my biggest takeaways from Forbes is that credibility is no longer confined to traditional outlets like Bloomberg and The Wall Street Journal.
The most influential brands today show up wherever their audience is:
- Long-form insights – Substack, LinkedIn, and company blogs.
- Short-form content – TikTok, Instagram Reels, and YouTube Shorts.
- Earned credibility – Podcasts, digital press, and independent creators.
- Community engagement – Newsletters, Discord, and live video interactions.
The Takeaway: Is Your Brand Keeping Up?
This shift isn’t just about where media lives—it’s about how trust is built.
Businesses that embrace new media strategies, digital-first storytelling, and multichannel engagement will be the ones leading the future.
Want to stay ahead of the curve? Read my full Forbes feature here.
