People will be debating the meaning of the 2024 presidential election for years, but there’s one thing PR practitioners already agree on: the traditional media playbook has been upended.
This election rewrote the rules of how candidates connect with voters. Political hopefuls broke tradition, largely bypassing mainstream media, which once held a tight grip on the public narrative. Instead of leaning on legacy outlets like The New York Times and The Washington Post, candidates took to unconventional platforms to reach their audiences. Kamala Harris guest-starred on the “Call Her Daddy” podcast, while Donald Trump skipped 60 Minutes entirely, opting instead for “Flagrant” and “The Joe Rogan Experience.” This shift has made it clear that mainstream media’s role as the nation’s gatekeeper is fractured, if not entirely shattered.
If national candidates downplayed, or even ignored, traditional media, what does this mean for brands and organizations outside of politics, particularly those aiming to reach local audiences in this emerging media landscape?
Unconventional Opportunities in Local Media Markets
Media fragmentation, while challenging to navigate locally, presents opportunities to engage audiences in more targeted, personal ways. People turn to unconventional sources because they find relevance and convenience in these channels, which often feel more authentic and community-focused. Sports fans rely on local podcasts for weekly game breakdowns; families follow neighborhood influencers to keep up with weekend activities; and Gen Z might get their news from a local Instagram account with a catchy, pun-filled handle. By inserting a meaningful message into these conversations, brands can engage more receptive and loyal audiences.
Finding Your Audience Where They Are
To pin down some of these alternative channels, start by asking where your desired audiences go to get their news. Here are some examples to spark some ideas:
- Podcasts and Niche Online Communities: Community-specific podcasts can help you reach targeted demographics in new and meaningful ways. Philadelphia’s “Bridging Philly” podcast, from KYW Newsradio 103.9 FM, connects listeners to pressing issues affecting underserved communities. The podcast features expert insights and segments like “Shara in the City,” exploring hidden city gems. “Bridging Philly” was an ideal fit for representatives from the Circuit Trails, who joined to discuss Celebrate Trails Day, the nonprofit’s extensive trail network and goal to build 500 miles of trails in the region by 2025.
- Social Media Platforms: Social media channels can serve as a convenient news source, especially for younger audiences. In Washington, D.C., for example, @washingtonianprobs has amassed 455K Instagram followers by sharing local news with a humorous, meme-driven approach. Another influential account is @yourdcbestie, run by Sam Schlageter, which has become a go-to for weekend ideas and new events around D.C. Finding similar influencers in your market can offer a unique way to connect with local followers.
- Hyperlocal News Sites and Bloggers: Hyperlocal outlets focusing on neighborhood-specific or niche interests continue to surge as trusted sources. Philadelphia’s Crossing Broad is a go-to for local sports enthusiasts, while Kensington Voice, a nonprofit community newsroom, delivers news directly to North Philly neighborhoods, such as Fairhill, Harrowgate and Kensington. Identifying these hyperlocal outlets within your own target markets can help build a strong connection with community-focused audiences.
Crafting Authentic Connections in Unconventional Spaces
To successfully navigate this fragmented landscape, it’s essential to craft genuine messages that resonate with the smaller, more intimate audiences each platform offers. We recommend focusing on storytelling that speaks directly to the interests and values of your organization’s audience — whether it’s through a podcast, a local influencer or a hyperlocal news site. Authenticity and relevance should guide your approach on each platform.
In this rapidly evolving environment, remain flexible and open to experimenting with new channels, adapting to audience preferences as they shift. Embrace the opportunity to build targeted and meaningful connections, forging loyalty and trust within each unique community.
Looking for help navigating the fragmented media landscape? D+P works alongside clients to develop disruptive strategies to reach your target audiences. Email resteasy@deveinepartners.com to get started.
Devine + Partners is a Philadelphia public relations agency . We offer a full range of communications services – from message and content development and media relations to issues management and employee and community engagement.
