The media landscape is continuously shifting, and PR must shift with it.
Traditional press will always be crucial, but audiences are no longer discovering brands through traditional media alone. They are reading independent newsletters, following founders on LinkedIn, watching YouTube, listening to podcasts, and asking AI tools for recommendations.
PR is not just about getting a brand mentioned. It is about building a clear, credible body of content around what the brand does, what it stands for, and why it should be trusted.
The importance of Substack and LinkedIn
Substack is a publishing platform used by writers, journalists and creators for newsletters, articles, podcasts and video, often built around direct subscriber communities. For PR teams, the value is not just another place to win coverage. The value is in the relationship between the writer and the audience and the micro communities created. Audiences subscribe because they care about a particular voice, subject, or point of view. This means a relevant mention or feature can land with a more engaged audience than a broader, less targeted, media hit.
LinkedIn articles work a little differently, but still tap into a community-led audience. These longer-form pieces, published directly on LinkedIn by individuals or company pages, give brands and leaders space to share expertise, perspective and insight in a more meaningful way than a quick update or short-form post allows.
For brands, they can be especially valuable when there’s a bigger story to tell — whether that’s a founder’s perspective on where an industry is heading, a response to changing consumer behaviour, or a deeper look at a product launch, campaign or company mission. As audiences increasingly look for insight-led, credible content on social platforms, LinkedIn articles offer an opportunity to build authority, strengthen brand positioning and spark more thoughtful engagement with professional audiences.
Why this matters in the AI era
AI tools are increasingly part of how people search for information, compare brands, and make decisions. They pull from the content available online, including press coverage, owned channels, social content, reviews, articles, and other trusted sources.
This means PR now has a role in shaping the information AI can find and understand.
A brand that appears consistently across credible outlets, expert commentary, LinkedIn articles, Substack features and useful owned content gives AI platforms more context to work with. It helps build a clearer picture of what the brand does, where it sits in the market, and why it matters.
This is also something we see through Little Red Rooster’s Soundcheck, which looks at how brands are appearing across AI platforms and where there may be gaps in visibility, sentiment or supporting content. It shows why a brand’s wider digital footprint matters, not just for people, but for the tools people are now using to find answers.
What this means for brands
Traditional media is still important, but it now sits alongside independent newsletters, social platforms, video, podcasts and AI search. Each one plays a different role.
A national press feature can build broad credibility. A specialist Substack can reach a highly relevant community. A LinkedIn article can strengthen a spokesperson’s authority. A YouTube review or podcast interview can add depth and personality. Together, these channels create a stronger, more complete presence.
