Creators are your best PR

For decades, strategic communications operated in two distinct lanes: You pitched journalists for earned credibility or you bought media for controlled reach. That model rested on one assumption: Institutional newsrooms held a monopoly on audience trust. Things have changed. While traditional media remains essential for reach and corporate validation, audiences increasingly rely on self-published experts to make sense of complex industries. These experts host technical podcasts, write deep-dive newsletters, publish how-tos on TikTok, and break down industry shifts on YouTube....