April 2, 2025
Reaching Journalists Requires Realignment
As the media landscape continues to shift, PR and communications professionals must adapt. Journalists are increasingly rejecting pitches that aren’t directly relevant to their coverage areas, making targeted, well-researched outreach more important than ever. At the same time, platforms like Bluesky are gaining traction among media professionals, surpassing X in active engagement. This shift suggests that PR pros need to track where journalists are actually spending their time—not just where they have profiles—and adjust their outreach strategies accordingly.
Traditional media relations alone no longer cut it in a fragmented, fast-moving news environment. Today’s most effective PR efforts blend storytelling with marketing, social media, and real-time crisis response. A recent Muck Rack report highlights additional challenges: while PR pros and journalists share similar stress levels, journalists report greater financial strain and significantly less access to mental health support.
Signalgate Provides Lessons for PR Pros
The accidental leak of U.S. military plans via Signal, after a journalist was mistakenly added to a group chat with Trump officials, is a stark reminder that even encrypted platforms aren’t foolproof. Despite Signal’s strong privacy credentials, its misuse for sensitive government communications has drawn criticism from cybersecurity experts and lawmakers concerned about national security and legal exposure.
For PR and communications professionals, the takeaway is clear: secure tools still require sound judgment. Whether managing a crisis, planning a launch, or coordinating internal comms, it’s essential to match the platform to the risk—and stay vigilant about who’s included. Technology can support confidentiality, but only strategy and discipline can truly protect it.
Institutional Trust Continues to Crumble
Trust in American institutions is eroding. Younger generations, disillusioned by political polarization, economic instability, and declining media credibility are driving this trend. The rise in white-collar unemployment has further fueled skepticism about whether traditional institutions are equipped to meet today’s challenges. As trust erodes, some in philanthropy are stepping in to address the crisis; LinkedIn co-founder Reid Hoffman is supporting efforts to generate new ideas for rebuilding confidence in institutions like government, media, education, and public health.
For PR and communications professionals, this growing trust deficit presents both a warning and an opportunity. As audiences grow more wary of official narratives, organizations must go beyond surface-level messaging and commit to real transparency, consistency, and accountability. Communicators have a critical role to play in restoring confidence—by listening closely to public concerns, highlighting credible voices, and crafting stories that reflect both values and action.
Sequence Summaries is a weekly series summarizing the top news and takeaways in PR and strategic communications. Sign-up for direct delivery to your inbox.