Journalism in 2026 and beyond: the rise of non-traditional media – and what it means for PR

In 2026, journalism will no longer be defined primarily by where stories are published. Instead, it is defined by who delivers them. Individual journalists, creators and trusted voices are becoming the main relationship audiences have with news and information, while traditional media brands increasingly function as platforms that support and amplify those individuals.

This shift marks a fundamental change for public relations. It alters who PR teams should work with, how stories should be pitched and how success should be measured. Understanding this new dynamic is essential for any brand that wants to remain visible, credible and relevant in the years ahead.

In this article, the GRA team examines the key trends shaping this transformation and what they mean for PR and communications strategies in 2026 and beyond.

Journalism is becoming personality-led

Audiences are increasingly choosing people over publications. Rather than visiting a homepage or relying on a single outlet, readers and listeners increasingly follow journalists directly through newsletters, podcasts and social video. These formats allow individual voices to build loyal, highly engaged communities over time.

In this environment, trust is personal. It is shaped by a journalist’s expertise, perspective, consistency and tone – not just by the logo at the top of the page. Influence is shifting away from mastheads and toward individuals who have earned credibility with their audiences.

What this means for PR

Influence now lives with people, not just publications. Effective outreach starts with understanding the journalist or creator as an individual: what they cover, how they communicate and what their audience expects from them. Pitching the outlet alone is no longer enough. The relationship with the person delivering the story determines whether a pitch resonates.

Media brands are becoming platforms, not gatekeepers

As individual voices gain prominence, media organisations are evolving alongside them. Increasingly, they function less as gatekeepers and more as platforms – providing distribution, infrastructure and credibility that help journalists reach wider audiences across channels.

Journalistic voices now publish across a mix of:

• Owned platforms
• Social channels
• Newsletters and podcasts
• Live events and discussions

A single story may exist in multiple formats at once, shaped by the journalist and adapted for their audience.

The PR implication

Coverage is no longer a single article that appears once and disappears. It becomes an ecosystem of touchpoints that can extend over time.

The opportunity for PR teams lies in designing stories that can travel with the journalist and their audience – not ones confined to a single placement. Stories must be flexible enough to hold their meaning whether they appear as a written piece, a live conversation or a short-form social clip.

New revenue models are reshaping editorial priorities

The business of journalism continues to shift, and those shifts are influencing editorial decisions.

Many journalists and media organisations are building toward:

• Individual-led subscriptions
• Membership and community models
• Events, experiences and access-based monetisation

These models depend on loyalty, not reach alone. Journalists are increasingly drawn to stories that deepen their relationship with their audience, encourage repeat engagement and support sustainable growth.

For PR, this raises the bar. A story now must earn its place in a creator’s audience economy. It needs to offer real value to the people who follow that journalist, whether through insight, relevance or usefulness. Stories that feel purely promotional or disconnected from audience interests are unlikely to succeed.

The mindset required for 2026 and beyond is one of contribution rather than interruption. PR teams must ask not just whether a story is newsworthy, but whether it helps the journalist serve their audience more effectively.

Interactive, human-centred storytelling takes over

Audience expectations are also evolving. Increasingly, people want to participate rather than simply consume. They value transparency, access and the ability to engage directly with journalists they trust.

As a result, interactive formats are gaining ground:

• Live Q&As
• Polls and prompts
• Community-driven storytelling

Journalism becomes a dialogue rather than a one-way broadcast – a shared experience shaped by both journalist and audience.

PR must adapt to this shift by designing stories for interaction, not just exposure. This means anticipating questions, encouraging conversation and supporting formats that invite audience involvement. The role of PR expands from securing attention to enabling engagement.

What PR must become in the creator-led media era

In a creator-led media landscape, successful PR looks fundamentally different from the traditional model. It is:

• Less transactional, more relational
• Focused on long-term partnerships with individual voices
• Oriented around audience connection rather than raw impressions

Effective PR in 2026 will support journalists as community builders and respect the human element behind modern journalism. Most importantly, it will help journalists build trust, loyalty and sustainable relationships with their audiences.

In 2026 and beyond, PR no longer simply pitches stories. It helps journalists build trust, loyalty and communities – and in doing so, helps brands become credible participants in the future of journalism.

If you would like to assess how these shifts will impact your media strategy, and explore how GRA can help you engage more effectively with journalists, creators and media platforms – we would welcome the opportunity to discuss your priorities.

Get in touch with us to arrange a conversation: [email protected].