Navigating the Media Shift
When it comes to understanding how consumers engage with media today, few know the landscape better than Josh Merkin and Adam Kirschner. Josh is a VP and Partner at rbb Communications with decades of experience leading national earned media campaigns across corporate and B2B sectors. From major consumer brands to high-stakes corporate initiatives. Adam is a Senior Content Supervisor, who specializes in digital storytelling, content strategy, and keeping clients aligned with ever-shifting media trends.
Together, they bring the perfect blend of strategic insight and creative execution. In this candid conversation, the two unpack the 2025 Reuters Institute Digital News Report, what it means for marketers and communicators, and how brands can navigate a world where social media dominates attention, but traditional media still holds the trust.
The Way We Get Our News Is Changing…Fast
Adam:
Social media has officially overtaken TV as the top news source in the U.S. According to the Reuters 2025 Digital News Report, 54% of Americans now say they access news through social platforms or video apps, more than traditional TV (50%) or even news websites and apps (48%).
That stat alone should make every brand rethink its communications strategy. Especially if you’re still planning your PR like it’s 2005 and everyone’s gathered around the 11 o’clock news.
And for people under 35? Nearly 6 in 10 get their news first thing in the morning on their phone.
Do People Still Trust Traditional Media?
Josh:
Definitely. People might see headlines on social, but they still trust traditional news outlets. Reuters found that 38% of Americans turn to a trusted source to verify something they saw online.
That shows just how critical credibility still is. Social media is a discovery engine. But when it comes to belief, it is traditional journalism that holds the weight.
And let’s not ignore the growing influence of misinformation. Generative AI has made it even easier for false narratives to spread. That makes the role of earned media more important than ever.
Adam:
Social platforms are the megaphone. But what’s being amplified? In most cases, it’s still stories that originate from traditional media outlets, whether that’s a CNN video clip, a quote from WSJ, or a local broadcast story going viral.
Strategy Shift: From Broadcast to Breakthrough
Adam:
The takeaway here is not that earned media is outdated. It’s that your PR strategy needs to evolve. You have to think about where audiences start their news journey and tailor your content accordingly.
Josh:
Exactly. We have to meet audiences where they are. That means giving journalists and newsrooms content that is short-form, visual, and ready for social sharing. But the message still needs to originate from a credible place.
The best PR today blends both worlds. Social media may provide the first impression, but earned media determines whether the message sticks.
We’re not just chasing reach. We’re reinforcing trust.
Don’t Sleep on the New Influencers: International Outlets
Josh:
Here’s another layer: media polarization in the U.S. has pushed some audiences to look beyond domestic outlets. Did you know the BBC ranks third for trust among U.S. news consumers?
That tells me there’s a hunger for balanced, impartial journalism, and we need to be conscious of overlooking high-impact outlets when building our PR strategies.
It’s not just about the placement, but also the perception. Where your story lands shapes how it’s received. And in a fragmented landscape, that context matters more than ever.
Wrapping It Up: What This Means for PR Pros
Adam:
Social media’s dominance isn’t a free pass to cut corners. It’s a challenge to communicate better. Yes, we need to speak the language of scroll culture, but without losing sight of substance. A viral headline might grab attention, but it’s the depth and credibility that build long-term trust.
Josh:
Exactly. It all comes back to PR fundamentals. We’re in the business of shaping perception through trusted storytelling. In today’s landscape, the best campaigns are the ones that blend earned media with smart social strategy, not one or the other.
A strong earned hit should keep working for you. It gets cited, shared, and it builds reputational equity that lasts.
Ready to Break Through the Noise?
Let’s talk about how your brand’s story can thrive in today’s fractured media landscape. Email us.