January was gut-wrenching. A relentless news cycle dominated by major tragedies and upheaval made it tough both personally and professionally. For brands, breaking through felt nearly impossible—not just due to limited space, but because poorly timed messaging could come across as tone-deaf, creating reputational risk. If this is a preview of what’s to come in the months (or even years) ahead, brands must rethink their approach to mainstream media and consider where their efforts will truly make an impact.

Landing a mention in The New York Times or another top-tier outlet is undeniably exciting. It’s a milestone, a validation of a company’s leadership, and a boost for brand awareness. But beyond the ego lift, are these placements actually reaching the right audience? Are they driving meaningful impact? I’m sure many journalists would appreciate it if brands asked themselves these questions before flooding their inboxes with pitches.

Perhaps this year will see brands embrace the power of independent outlets, trade publications, and niche media — platforms that house their actual target customers. Whether it’s a vertical trade outlet, a podcast, or a Substack, these channels offer rich opportunities and, most importantly, are far more likely to drive leads. Yes, I said it. PR has long been considered a top-of-funnel tactic, but strategically placed coverage in hyper-relevant spaces has the potential to change that narrative. Of course, making PR a true sales driver requires effort—from leadership amplifying coverage to sales teams leveraging articles in their outreach — but the opportunity is there.

If brands want to make the most of today’s evolving media landscape, they need to shift their approach. Here’s how:

  • Subject Matter Expertise is Non-Negotiable: As comms professionals, it’s our job to immerse ourselves in our clients’ industries— speaking the language of their customers, understanding their challenges, and identifying what excites them. In recent new business conversations, I’ve seen firsthand how much companies value agency partners with deep vertical expertise. That expertise isn’t just nice to have; it’s essential for securing earned placements that actually move the needle.
  • Spray-and-Pray Doesn’t Work, Tailored Pitches Do: With such a diverse media landscape, a one-size-fits-all pitch is a surefire way to get ignored. Indie outlets, for example, often prioritize human-interest stories, cultural impact, and niche angles that mainstream media might overlook. When crafting a pitch, brands must go beyond what’s simply “newsworthy” and focus on narratives that align with the publication’s core values. The more relatable, community-driven, and insightful the angle, the better.
  • Look Beyond Traditional Media Relations: Flagship conferences like CES and SXSW will always be exciting, packed with innovation and major announcements (CES this year was buzzing!). But for many brands, they can be overwhelming black holes of time and energy, with little return. Trade conferences, on the other hand, offer a more focused opportunity to establish thought leadership among key decision-makers. The same principle applies to media: sometimes, a well-placed story in a niche outlet will yield far greater results than a fleeting moment in a national publication.

National media coverage will always matter, but in today’s climate, a shift toward alternative media —with mainstream placements as a complement—might be the smarter move. Not only does it provide better brand visibility among the right audiences, but let’s be honest—it might just protect our peace of mind, too.

Liv Allen is VP of PR at Codeword