The Current Media Landscape

How to Think Like a Journalist and Spot a Story

Why This Matters

The media environment has shifted. Smaller newsrooms, more freelancers, and blurred lines between earned, owned, and paid mean startups must adapt their PR approach.

Founder's Point of View

When you think of “media,” big-name outlets like The New York Times or Forbes may come to mind. But today’s landscape is far broader — and more fragmented. Journalists are stretched thin, many work freelance, and niche creators or newsletters can carry as much weight with your audience as a traditional publication. Understanding this mix helps you target your outreach more effectively and avoid wasting time on the wrong outlets.

Overview

The media world in 2025 is more complex than ever. Startups need to recognize the different types of exposure available:
- Earned media – coverage you pitch and “earn” from journalists, bloggers, or podcasters
- Owned media – your own channels like blogs, newsletters, or LinkedIn posts
- Shared media – social amplification when people share your content or stories about you
- Paid media – advertising, sponsored content, or influencer partnerships

Coverage also spans a range of tiers: national outlets, trade publications, regional news, niche blogs, podcasts, newsletters, and creator-led channels. Each serves a different purpose. A top-tier hit builds credibility, while niche or community-driven coverage often generates more qualified leads.

For founders, the takeaway is simple: don’t chase prestige alone. Map your audience’s actual information diet. Sometimes, a guest column in a Substack newsletter or an appearance on an industry podcast moves the needle far more than a single mention in a national outlet.

Key Actions to Take

- Learn the differences between earned, owned, shared, and paid media
- Identify which media types are most relevant to your audience
- Build a mix of Tier 1, niche, and alternative press targets
- Monitor where your competitors are getting mentioned

Metrics

Diversity of media types in your coverage mix (tier 1, niche, creator-led)
Referral traffic from nontraditional outlets (podcasts, newsletters, LinkedIn posts)
Repeat engagement: being invited back as a guest, columnist, or source

Examples

A B2B SaaS startup prioritizes an industry podcast where its customers spend time, generating higher-quality leads than a one-off tech blog feature
A consumer wellness brand partners with a micro-influencer on LinkedIn who becomes a consistent advocate, driving steady inbound interest

Tools

Media databases (to map journalists & outlets): Cision, MuckRack (paid) + LinkedIn, Hunter.io (free)
Influencer & content tracking: BuzzSumo, SparkToro (paid) + manual hashtag/topic tracking on LinkedIn/X (free)
Coverage analysis (diversity & impact): Meltwater, Brandwatch (paid) + Google News, Sheets tracking (free)

Optional Assets

- Media mix map: Tier 1 vs. Tier 2 vs. influencer-led opportunities
- List of 5 nontraditional outlets your audience trusts
- Outreach plan per media type

Pro Tips

Audit your competitors’ media mentions across outlets and channels for the past quarter. Identify the 3–5 sources giving them traction, and target those first.
Don’t overlook newsletters, LinkedIn creators, or independent journalists. They often have higher trust with niche audiences.

Don't Make These Mistakes

Focusing only on top-tier national outlets (e.g., NYT, Forbes)
Ignoring smaller or industry-specific outlets that drive higher relevance
Not adapting PR strategy to media trends like AI-written content and creator-led coverage