In early January 2025, The Washington Post’s chief communications officer Kathy Baird announced that the Post will stop seeking publicity for its journalism “across broadcast and traditional media outlets.”
She went on to say, “We need our journalism to be accessed at an even greater rate, and we no longer believe traditional outreach is the way to get us there.”
A telling but unsurprising gauntlet thrown. Or maybe a mic dropped. 🎤
Due to shrinking newsrooms and swelling social media use, we’ve counseled clients for years to recalibrate, to go direct to audiences that matter most with news, experts, issues, etc.
📬 Remember direct mail? This is direct content. 📣
It’s effective, and those of us doing this work have a responsibility. Because what can be at risk when good journalism is scarce are things like objectivity, accuracy, truth, and integrity.
I’m more than rooting for the survival of journalism. Earned media still plays an important role for my work, for my clients, and (dare I say) for democracy.
I’m also rooting for Kara Swisher to buy The Washington Post – but that’s direct content for another day.
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.
