Is media relations still relevant in the digital age?

In an era of fake news, misinformation and AI-generated content, credibility has replaced content as the new king. Digital platforms have made us all publishers and transformed the way we consume and engage with content, making it harder than ever for brands to cut through and build credibility, authority and trust.

That’s why strategic media relations is still a vital PR tactic. Building strong relationships, crafting meaningful stories that resonate with your audiences, and earning coverage on trusted media platforms, help to provide brands with the credibility they need to underpin and support their wider marketing and communications.

Why traditional media still matters in a digital world

In an age where everyone has a platform, editorial credibility remains one of the most important currencies. Take, for example, the media coverage of Elon Musk’s acquisition of Twitter. Major outlets like the Guardian and BBC shaped the public’s understanding of Musk’s decisions, particularly his handling of content moderation. This situation underscores a critical point: while digital platforms and self-publishing offer unprecedented freedom, traditional media channels still hold a significant level of authority and trust, especially when it comes to high-stakes or complex stories.

Newspapers, magazines, radio, television and their various digital platforms, continue to wield considerable influence, offering context and authority that self-authored content often lacks. While anyone can publish content online, not all of it is trustworthy or accurate. When a respected journalist covers a story, it lends a level of legitimacy and third-party validation that is difficult to replicate through paid ads or social media alone. Now more than ever, this earned media credibility is something that brands cannot afford to overlook.

Media relations is a powerful PR tool

The media landscape has changed. It’s faster, more fragmented, and constantly evolving. And yet media relations continues to be a powerful PR tool, as illustrated by Apple’s launch of the iPhone 16e. Alongside their robust digital marketing campaigns, including social media ads, influencer partnerships, and email promotions, Apple also relied on traditional press to generate in-depth reviews and analyses from the likes of TechCrunch, The Verge, and Wired. These well-established publications added an additional layer of authority and trust to the launch that paid ads simply couldn’t provide.

But Apple didn’t stop there. They also partnered with influencers and YouTube creators, fuelling interest with unboxing videos, first-impression content, and detailed reviews. The combination of earned media (via traditional tech publications) and user-generated content (from influencers and creators) drove traffic to Apple’s website and kept the conversation going across multiple platforms.

This example highlights how well-executed media relations and digital PR works together to create a unified, high-impact campaign. When traditional media outlets and digital PR efforts are strategically combined, each enhances the other, maximising reach and engagement across every platform.

The evolution of earned media in digital PR

Despite the rise of social media, influencer marketing, and real-time updates, press releases remain a trusted and effective PR tool. According to Cision’s UK State of the Media report, about one in five journalists rely on press releases as a key resource. Why? Because when written well, a press release is concise, packed with key facts, and easy to quote.

Take the news coverage of the FIFA Women's World Cup. While digital campaigns and social media played a significant role in building excitement, traditional media coverage from outlets like the BBC and the New York Times helped elevate the tournament to new heights. Their in-depth reporting on team dynamics, match analysis, and player profiles added editorial authority to the event, drawing in a broader audience.

This earned media created an additional layer of credibility and brand awareness, enhancing the overall buzz and maintaining interest throughout the competition. Press releases remain a valuable tool in media relations, offering journalists a reliable structured source of information that helps shape public understanding. In a fast-moving, fragmented publishing landscape, they provide clarity, accuracy, and consistency. They allow brands to control their message, while ensuring the media has access to the key facts they need. When combined with other forms of media outreach and digital PR and marketing efforts, press releases continue to plan an important role.

Why relationships still drive effective media relations

At its core, media relations is about building relationships. While tools and technologies help streamline the process, it’s the human element that ultimately makes it effective. Behind every article, story, or interview is a journalist working under tight deadlines and managing multiple stories. Those journalists remember the PR professionals who make their jobs easier. Being a good media contact isn’t just about sending a press release and hoping for the best. It’s about being responsive, respectful, and genuinely helpful. Journalists value sources who provide clear, accurate information, offer valuable insights, and bring timely, relevant stories to the table.

By consistently offering value, whether it’s a well-timed case study, a compelling interview, or expert insight, PR professionals can build long-term relationships based on trust and mutual respect. An example of this comes from the launch of Meta Quest 3. Meta didn’t just rely on digital ads to sell their new virtual reality headset. Instead, they took a more strategic approach by combining traditional media relations with influencer-driven social campaigns.

By blending both worlds, they created a multi-layered, impactful campaign that reached different audiences across various platforms. In today’s fast-moving media world, editorial trust is invaluable. Even as digital platforms evolve, the fundamental truth remains: media relations is all about relationships. When you’ve built rapport with the right journalists, they are more likely to reach out to you for quotes, case studies, or breaking news. This isn’t just transactional PR, it’s about building lasting credibility and creating connections that stand the test of time.

Combining traditional and digital PR for maximum impact

In today’s digital-first world, it may seem like traditional press is losing relevance. But media relations is still vital for brands that want to build authority. While digital platforms allow you to reach a broad audience quickly, traditional media offers credibility, editorial rigour, and context that algorithm-driven content often lacks. When combined with SEO strategies and digital PR tactics, media relations amplifies your message, expands your reach, and helps build stronger connections with your audience. For PR professionals, balancing both traditional and digital media is key. It's not just about pushing content; it’s about crafting a compelling, authentic story that resonates, whether it’s in a trusted printed publication or a TikTok video. Brands that master this integrated approach to PR will build stronger reputations, improve visibility, and stand out in a crowded digital space.

Empica employs journalists

The media relations team at Empica is highly experienced and includes many former journalists and editors with backgrounds in newspapers, magazines, radio and television. They bring a wealth of journalistic knowledge and insight to their clients’ PR campaigns, helping to hone messages and craft stories that position businesses, charities, schools and other organisations in a credible and desirable way, closely aligned to their broader marketing and business development goals.

To find out more about how media relations can help you achieve your aims, please contact us for a free and friendly chat. Further information is also available on our PR and media relations page.