It’s no secret that social media has changed the traditional media landscape over the last decade. In 2025, studies show that more Americans than ever before are turning to social media and influencers as sources of information. To reach reporters and their audiences, public relations strategies are now incorporating an increasingly popular channel for earned news: the news-fluencer.
News influencers, or “news-fluencers,” have gained traction as trusted sources of information outside of the traditional newsroom. These creators have become key players in shaping public discourse, especially among Gen-Z consumers.
A recent study by Pew Research Center shares that 1 in 5 Americans report regularly getting their news from influencers, and 65% of them say these news influencers have helped shape their opinions.
Here’s what to consider when incorporating news influencers into your 2025 public relations strategy:
Where Are They?
The splintering media landscape requires a more nuanced approach to identifying the best avenues for reaching target audiences. Are they engaging with bite-sized videos on TikTok, subscribing to long-form investigative newsletters, or tuning into podcasts to hear from subject matter experts? Understanding where and how audiences consume news is essential for effective PR engagement.
Creators are expanding their reach across multiple platforms. Axios reported that about 34% of news influencers connect with their audiences through podcasts, 22% write newsletters, and 6% host a Discord channel or engage with other chat platforms. Understanding the platforms, content types, and audience behaviors helps pinpoint the right messenger for a brand’s news.
This diversification underscores the importance of meeting audiences where they are—whether in their inboxes, feeds, or favorite group chats.
Objectivity vs. Authenticity
News influencers can be independent content creators or journalists currently or formerly affiliated with a news organization. In fact, most news influencers (77%) do not have an affiliation or background with a news organization, according to Axios. Unlike traditional journalists, whose work is guided by objectivity and editorial oversight, news-fluencers build trust through relatability, transparency, and personal connection with their followers.
Authenticity is their currency. While traditional reporters aim to maintain neutrality, news-fluencers have more flexibility in expressing personal opinions, values, and biases. This shift means brands must be intentional about aligning with influencers whose perspectives resonate with their target audiences. News influencers who explicitly identify with a political stance tend to lean right, with 25% describing themselves as conservative, Republican, or pro-Trump, according to Pew Research Center.
In an era where anyone with a platform can be a journalist, brands have a unique opportunity to treat news influencers as both media contacts and brand partners. The key lies in understanding their influence—not just as news disseminators but as narrative shapers and community builders in the evolving media landscape.
Shaping Narratives
The same Pew Research study reveals that 65% of Americans who receive news from influencers on social media say these creators have helped them better understand current events and civic issues. This shift highlights the growing role of news influencers in not just disseminating information, but also framing public discourse.
News influencers can adapt their storytelling to fit the fast-moving digital landscape, using everything from short-form video clips and meme-driven commentary to in-depth investigative threads and livestream discussions. This flexibility allows them to shape narratives in real-time, making complex topics more digestible and engaging for audiences.
Major media moments—such as presidential debates or Supreme Court rulings—are no longer defined just by what traditional outlets report, but also by the viral clips, reaction videos, and stitched commentary dominating platforms like TikTok, Instagram, and YouTube. As a result, public perception is increasingly influenced by the way these moments are framed and dissected across social media.
What We’re Seeing
Prominent role shifts showcase the different ways journalists and media personalities are adapting to the changing news landscape. Whether through independent platforms, brand partnerships, or innovative formats, these figures illustrate how news-fluencers are reshaping audience engagement and news consumption.
Dave Jorgenson, a Washington Post reporter known as the face of the outlet’s TikTok, recently started publishing a new series—Local News International—on his personal account. The series, produced by The Washington Post, marks a subtle yet significant change in how journalists operate online.
Don Lemon: Long-established journalist Don Lemon left his anchor chair and pivoted to YouTube where he hosts The Don Lemon Show. This shift to independent, community-driven media highlights the value of authenticity and community engagement in today’s landscape.
Hot Ones: Sean Evans, the host of YouTube talk show Hot Ones, has challenged the talk show and celebrity interview status quo with hot wings and thoughtful questions over 26 seasons spanning 10 years. As more and more online talk shows are gaining credibility, we’re seeing changes in press tour priorities.
How to Engage
For organizations looking to integrate news influencers into their media strategy, it’s essential to understand the evolving landscape and how these creators operate. The following insights connect traditional public relations tactics with the new realities of social media-driven news consumption.
- Identifying the right messenger matters more than ever.
No one source of truth is delivering news to the masses like in the media ecosystems that came before. Finding the one, niche fit that aligns with the organization’s values and reaches key audiences will yield more impactful results than earning multiple less culturally relevant stories. - Timing is everything.
Influencers interact with announcements, trends, and their audiences in real time. Prepare your spokespeople to be ready to engage when timely opportunities arise. - Diversify the content you engage with.
Video platforms, influencer marketing, podcasts, and streaming platforms are necessary tactics to include to reach younger, diverse demographics. - Prepare for long-form engagements.
Spokespeople and executives need to be familiar with best practices for long-form interviews like podcasts. Media training sessions should practice storytelling techniques to keep audiences engaged over extended interviews and illustrate layering in brand messaging in an authentic way.
As audiences continue to consume news through social media, PR professionals must rethink traditional media strategies. Understanding how to work with news-fluencers—whether through short-form videos, podcasts, or real-time engagement—will be key to shaping narratives and earning coverage in this new era.
