Social Media is America’s #1 News Source: What PR Pros Need to Know
Social media has officially overtaken TV as America's primary news source. My take on what this revelation means for PR professionals 👇
Source: NiemanLab
First, a little context. I often write about shrinking newsrooms and the exodus of journalists to platforms like Substack and beehiiv. As the corporate news business faces waning online subscriptions and more staff reductions, we might see a lot more polarized, algorithm-optimized, 'click-baity' news coming out as these legacy media outlets fight for attention (and revenue).
So, where does all the good reporting go?
For the news consumer, we could see a further shift to a more centralized and personalized set of core news sources. This could include a mix of podcasts, newsletters, and following on social media of specific personalities/media brands with (perceived) trustworthy voices in particular areas.
Now, how to weave this reality into your PR strategy.
1. Media relations must expand to include influencer relations.
And I don't mean social media influencers who go on luxury vacations or do GRWM TikToks—I mean personalities with niche expertise and a following in your space.
2. The same audience cohort who would read a print publication or listen to news radio are now listening to news podcasts.
This is an additional distribution channel for your story, and most influential industry trades and media personalities have a podcast. You want your SME to be on that podcast.
3. The media mix is as important as the placement.
News consumers have unique preferences for the format, and video and audio shouldn't be ignored. In the US, 60% of those in the study preferred to read their news, while the remaining 40% prefer to watch or listen. You could be missing nearly half the market for your story if you don't consider how to use audio and video in your PR efforts.
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Sources:
🔗 Nieman Journalism Lab Analysis: https://www.niemanlab.org/2025/06/for-the-first-time-social-media-overtakes-tv-as-americans-top-news-source/
🔗 Reuters Institute for the Study of Journalism Digital Report: https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2025
