As of late, it feels like every time I log into LinkedIn, yet another one of my professional contacts have started their own independent podcast or created their own newsletter on Substack.

According to Edelman's 2025 Trust Barometer report, media is one of the least trusted institutions globally, coming in behind the government, NGOs and businesses. In fact, out of the 28 countries Edelman measured, it found that 14 were distrustful of the media. There is also increasing concern over the credibility of news sources. 

In light of these challenges, it's not surprising that many individuals are departing from traditional publications to establish their own platforms. Often referred to as 'homeless media,' these creators deliver news and information with the authenticity that resonates with audiences, operating much like traditional news outlets but with a more personal touch.

Johanna Maska, CEO of crisis communications firm Global Situation Room and author of her own Substack that focuses on empowering and inclusive politics in the US noted that with trust at an all-time low, independent media is filling a critical gap because individuals can have relationships with their audience. 

"In many ways [independent media] can be braver and bolder with independence," she said. "Brands that find trustworthy voices have a lot of opportunity in authentic partnerships that can build trust needed at critical moments.  The new media landscape is quickly changing, but knowing about grassroots organizing, relationships are key."

Maska added that those who foster relationships with their audiences can withstand the changes and use this opportunity to build what comes next.

Adding to her point, Delicia Tan, CEO of Edelman Singapore, Hong Kong and Taiwan noted that independent media outlets reach niche communities with highly specialised content that resonates deeply with specific audiences.

"This highly influential group matters more than ever with the fragmentation and decline in trust in media that we are seeing globally.  Unlike traditional media, which has a broader appeal, these creators focus on unique interests and topics, creating greater engagement among their followers. This targeted approach allows them to build loyal and passionate communities that have significant reach in markets," she said.

Tan added that one also needs to acknowledge that confirmation bias plays a significant role in the popularity of news influencers. "People tend to believe news that confirms their preexisting biases, making influencers who align with their audience's beliefs more popular and trusted, as they provide content that resonates with and reinforces their followers' view," she said. 

Integrating Independent Media Into Your Comms Strategy
With the rise and importance of 'homeless media', it is more important than ever before that communicators embrace a diversity of ways to reach their communities.

However, according to Tan, it's crucial to evaluate whether engagement with independent media aligns with broader communications and business objectives, ensuring efforts are strategic and purposeful.

"When evaluating the effectiveness of their outreach to independent media or creators, communicators should consider metrics such as engagement rates, audience sentiment, and the reach and influence of the platforms," she said. 

Other important indicators include the quality of interactions, the level of audience engagement, alongside the potential impact on brand perception and reputation, according to Tan. These metrics can provide valuable insights into the effectiveness of engagement efforts and help refine strategies for better outcomes.

Letting Go Of Control

True enough, when it comes to a communications strategy, getting the right eyeballs is often more important than simply getting more eyeballs. This often requires trust especially when you are working with independent media. According to Robin Chang, general manager APAC, W Communications, PR professionals should consider integrating independent media into their communications strategy to enhance authenticity and engagement and to do so, they need to relinquish control. 

 

 "While the instinct to maintain brand consistency often leads PR teams to tightly control messaging, this approach may not always align with the ethos of independent media, which thrives on distinctive, unfiltered perspectives," he said. 

To truly leverage their influence, it is essential to collaborate rather than dictate, valuing their unique voice as part of the storytelling process. "By fostering a mutual exchange of insights, PR professionals can co-create narratives that not only resonate with target audiences but also feel organic, credible, and impactful," he explained. 

Chang added that the key to effective brand storytelling lies in alignment rather than forceful control over narratives.

"The rise of independent media has fostered greater diversity and a sense of information ownership among stakeholders and consumers. To engage meaningfully with these platforms, brands should approach them with an open and neutral perspective, presenting a clear brief with defined objectives while allowing room for dialogue," he said.

Through ongoing conversations, brands can identify organic points of alignment that not only strengthen their messaging but also build trust and long-term credibility with independent media and their dedicated audiences.

Athina Mallis, editor of CRN Australia and founder of So, Apparently, a culture and tech Substack added that people often want to hear from other people, and want their raw messy opinions. "Substacks and podcasts allow for that complete transparency where some media outlets don't allow it due to commercial agreements or their internal frameworks," she said. 

"If you look at a Substack news feed you'll see burgeoning trends that eventually find their way into the cultural zeitgeist. Homeless media allows for that free opinion, free thinking that impacts the way we look at the world," she added.

Mallis added that as a result, you can't apply the same metrics to independent media like you do traditional media. "Some outlets only have hundreds of subscribers so of course you won't get the same eyeballs, but these readers are loyal and open to opinions, which means 50 views could be 50 clicks."

How AI Is Shaped By Independent Media

Beyond trust growing in 'homeless media', it is also important to remember that AI systems are increasingly being trained on the full spectrum of digital content and not just traditional media but also independent voices.

After all, many major traditional publications such as The New York Times, The Washington Post, and The Guardian actively block AI web crawlers, meaning they cannot be trained on them. 

According to Jeff Beringer, chief AI officer at Golin, the implications for PR are significant. "We need to move beyond thinking about reaching human audiences directly and recognize we're also communicating with the AI systems that increasingly mediate information discovery," he said. 

First, content diversity becomes critical. When AI learns from a broader range of sources, brands need narratives that resonate across multiple formats, tones, and perspectives – not just those optimized for traditional outlets or specific journalists we're pitching, he said. 

Beringer added that second, AI discoverability demands attention alongside traditional SEO. This means understanding how AI systems build semantic relationships between concepts, not just optimizing for keywords.

He went on to explain that in addition to this, narrative consistency across channels matters more than ever. "Contradictory messaging confuses AI systems just as it does people, potentially creating misunderstandings when that information is synthesized and served to audiences," he said.

"The brands that thrive will be those that understand communication now happens at two levels simultaneously – to human audiences and to the AI systems that increasingly shape how information is discovered, contextualized, and shared," said Beringer.