The Future of B2B Media Relations Is Full of Opportunity. Here’s How To Leverage It.

The world of B2B media and influencer relations is buzzing with new opportunities. The earned media pool is broader and more dynamic than ever before, opening more doors to connect with the right audiences, build new relationships and amplify how we share stories that truly resonate.

Earned media channels are expanding to include Substack authors, LinkedIn newsletter authors, podcasters, LinkedIn live hosts, review sites, bloggers, YouTubers and micro-influencers. These channels are becoming increasingly popular with Americans, according to PR News, as they seek news beyond traditional media outlets, which are being bought, sold, consolidated or evaporated.

The industry is already measuring and adapting to this shift in use consumption habits. For instance, a Pew Research Center 2023 study found news consumption habits to be shifting, particularly among Gen Z. The findings revealed that 39 percent of adults under 30 say they regularly get news on TikTok. In addition, in just 4 years, the percentage of adults who say they regularly get news from TikTok has grown about fivefold, from 3% in 2020 to 17% in 2024. And Gini Dietrich, the founder of the PESO model, has updated the earned part of the PESO model to officially reflect the change.

Tapping Into New Media Trends

Given this shift, we need to consider how we can use earned media in new ways to help brands grow their credibility and build brand awareness beyond the traditional journalist. The process will continue to be similar — find the influential people who have the ear of our audience, and build relationships with them and share relevant, timely, educational information.

Podcasts in niche industries are growing. According to Washington Post reporter Erik Wemple’s article “HVAC podcasts are a hot product for a cooling market,” HVAC podcasts influence defies traditional web metrics, with a lot of HVAC techs listening in the car and HVAC being “an industry built for podcast consumption.”

A rapidly growing trend is the journo-fluencer (also known as the “journo-influencer” or “newsfluencer”). With layoffs and shrinking newsrooms, many journalists are seeking to reinvent themselves through this path. A journo-fluencer is a journalist who has a strong brand and substantial social media following. They blend traditional reporting with influencer-style engagement. They often provide industry insights, analysis and opinions beyond what is published through news outlets, which attracts both audience trust and influence.

Many of these journo-fluencers leverage platforms like LinkedIn, Instagram, TikTok and Twitch to engage with niche audiences. X is starting to see a decrease in users as they’re moving to other platforms, like BlueSky, to be on a decentralized platform that has less moderation. According to Cision’s 2024 State of the Media Report, social media continues to be ubiquitous for journalists, with only 3% indicating they don’t use it for work-related purposes. The vast majority (71%) are using it to promote content, followed by 67% to source information and 63% to interact with audiences.

A tangential trend to the journo-fluencer is the rise of the TikTok news anchor and Twitch influencers. These are still in the early stages but something to watch.

Shaping the Story With More Paid Opportunities

With shifts in the media industry, we are also seeing more paid opportunities. This is likely a result of trade publications adjusting to economic pressure. When paired with earned media outreach, sponsored content can strongly complement a brand’s thought leadership efforts. Because clients are paying for the placement, they have more control over the message while maintaining the educational nature of the content. Often, readers cannot tell the difference between a sponsored podcast or article versus an earned opportunity. It also strengthens media relationships, and publications are more likely to cover companies after they’ve made a paid placement.

Despite financial pressures, trade media still plays a critical role in B2B communications, with lots of PR opportunities to explore. According to a recent article from ANA “…reports on the death of B2B trades have been greatly exaggerated.” In the study "How Trade Media Fuels Business Growth and Industry Influence," released by Broadsheet earlier this year, 83 percent of respondents agreed that trades are crucial in helping them effectively perform their job, and 87 percent said they help deliver a competitive advantage. The report, based on the responses from 150 B2B industry leaders, found that nearly 60 percent of the respondents said that having a presence in trade media directly influences their brand’s market position and identity, while more than half said they maintain at least one corporate subscription to a trade publication.

Media Relations Matters More Than Ever

In today’s dynamic media environment, the core principles of media relations — building relationships, understanding what makes a story newsworthy, and communicating effectively — are more essential than ever. The shift we’re seeing isn’t a challenge but an exciting opportunity to expand our reach. Beyond traditional journalists, businesses have the chance to engage with podcast hosts, journo-fluencers and creators on social platforms, all of whom are shaping public conversations in meaningful ways. These micro-influencers, who are authentic content creators with dedicated followers, open the door to form new, mutually beneficial relationships. Now is the time to embrace the possibilities and connect with a broader network to tell your story in fresh and impactful ways.

As the influencer landscape broadens and becomes more personal, we have new pathways to reach target audiences, each with unique ways of storytelling and engagement. Whether it’s with trade journalists who know your industry in depth or journo-fluencers who reach audiences on newer, more interactive platforms, it’s all about building relationships to engage these new channels and bring meaningful, relevant stories to the forefront. By embracing the new media landscape, we can elevate stories across a wider media spectrum, proving that media relations is not only enduring but evolving in exciting new directions. Don’t hesitate to contact us if you’re looking for media relations or B2B public relations expertise.