Traditional Media is Dying, But Still Remains One of Our Most Valuable Assets
If public relations (PR) is the vessel sailing the ocean of media, then we’ve been navigating some choppy waters recently. The decline of traditional media has forced PR professionals to pivot, reimagine, and adapt faster than ever. Social media and alternative platforms give us ways to amplify stories, but they still leave us asking: Where has all the real news gone?
By “real news,” we mean journalism rooted in facts, guided by ethics, and accountable to the public. Reporting that prioritizes accuracy over clicks and offers depth, context, and credibility, not just catchy headlines. That kind of journalism is becoming increasingly rare.
If the endless stream of blogs, apps, and forums isn’t enough, consider this: according to the Global Media and Internet Research Project, Canada lost 1,500 full-time journalists in 2024. Newspaper revenues have dropped over 60 per cent since 2008, falling from $4.7 billion to $1.7 billion in 2023.
As digital media explodes in reach and influence, Canadians are hearing from fewer professional voices in traditional media. They’re getting news faster, more often, and in raw, unfiltered form, often before it reaches a newsroom. In our digitized world, a story breaks every minute, flooding both traditional and digital channels with a relentless stream of updates. For PR professionals, fewer credible outlets mean fewer opportunities to secure earned media, making the art of a well-placed story more competitive and more critical than ever.
The nightly news, the weekend sports section, and the beloved Sunday funnies – these now feel like relics. Is the golden age of pitching, when PR professionals knew exactly where our stories lived, gone?
At Durrell Communications, we’ve spent over a decade building meaningful relationships with journalists, editors, and producers, collaborating with them to tell our clients’ stories with integrity and impact.
If traditional media was once the courthouse–structured, moderated and governed by clear rules, today’s digital media is the wild west: decentralized, unregulated and dominated by those who move the fastest. In this new reality, PR professionals must work harder to build trust, as the lines between journalism, opinion, and content continue to blur.
That’s not to say that today’s media landscape lacks value. TikTok, Instagram, and X provide powerful ways to stay informed and connect in real-time. But while these platforms are immediate and digestible, one thing they are not is standardized.
In today’s media landscape, where truth competes with trends, public relations is more than just media relations. Today, as PR professionals, we are also content creators, crisis managers, media monitors and real-time strategists, constantly adapting our craft to meet the moment.
Luckily, adaptability has always been our superpower.
With nearly fifteen years under our belt, Durrell Communications has seen the media landscape evolve in ways few could have predicted. We’ve embraced new platforms and methods while maintaining respect for a time when journalism was a partnership, not a gamble.
Publications like The Record, CTV News, The Toronto Star and The Globe and Mail have long been trusted collaborators. We deeply value the essential role they’ve played in helping us share impactful stories on behalf of our clients. These institutions continue to uphold the trust, accountability, and professional standards that define credible journalism. We’ve seen how a well-placed feature gives a client long-term credibility that viral content alone can’t replicate.
Even as the media ecosystem shifts, these relationships remain valuable. They remind us that quality journalism still exists, and when paired with the reach of new media, its influence is stronger than ever. Our role is to bridge two worlds: honouring the integrity of traditional media while embracing what’s next.
Public relations has always been about storytelling, and where we tell those stories is just as important as what we say. So no, traditional media isn’t dead. But it’s evolving, and so must we.
As PR professionals, we must withstand the ebbs and flows of media change and pivot with purpose. After all, this fast-paced, ever-changing environment is exactly what fuels our passion. And yes, while there are fewer journalists and fewer traditional media outlets, our commitment remains unchanged: to amplify credible, meaningful content with the public.
Rather than old versus new, we focus on integration: pairing the credibility of traditional outlets with the speed and accessibility of digital platforms. We’re not about choosing one over the other; we’re meeting audiences where they are, with stories that resonate.
So, where did all the real news go? It didn’t vanish, it just needs help cutting through the noise. In a world of big voices, credible amplifiers matter more than ever. We’re proud to take on that role.
Do you want to amplify your voice, brand or story? Speak to a member of the Durrell Communications team today to discover our media relations options.
