The rise of news creators and what it means for media relations
As trust in legacy news wanes, influence is building in creator-led channels. Institutions lend authority, but personalities drive reach and, critically, trust.
Two reports published by the Reuters Institute and Muck Rack demonstrate how the practice of media relations must evolve to capitalise on the fragmented, personality-driven news environment.
As trust in traditional news declines, audiences are turning to niche outlets and engaged creator-led communities for insight and perspective. There’s a real opportunity for practitioners to become a part of these ecosystems rather than simply pitching them.
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“The more you show up and contribute, the more naturally you’ll build genuine relationships,” said Gregory Galant, CEO, Muck Rack
1. Creator journalism is now mainstream and here to stay
According to Muck Rack’sThe State of Creator Journalism 2025 report, one in three journalists now publish independently, often outside traditional media organisations. And this isn’t just a TikTok-era trend: half have been doing it for more than five years.
Their top motivation? A striking 57% cite editorial autonomy as their main reason for going solo – far ahead of financial goals. This busts the myth that creator journalism is a side hustle or ego trip. It’s a stand against editorial compromise and newsroom constraints.
2. Traditional power and new influence are converging
Muck Rack highlights the rise of independent creators. Meanwhile, the Reuters Institute’sMapping News Creators and Influencers: United Kingdom report reveals a hybrid reality. Many of the most influential digital voices, such as Robert Peston, Beth Rigby, and Owen Jones, still operate from within legacy media, but they also behave like creators.
At the same time, influencers such as Joe Rogan, Russell Brand, and Dylan Page (News Daddy) are outperforming mainstream news brands in terms of reach and engagement, especially among Gen Z and right-leaning audiences.
This creates an interesting paradox: institutions still lend credibility, but personalities drive trust.
3. Social media is the newsroom
Creator journalists are 60% more likely than traditional journalists to say social media is essential to their work. It’s where stories are sourced, developed, distributed, and debated.
The UK data backs this up. Platforms such as YouTube, TikTok and X are primary news destinations, not just secondary channels. Individuals, not institutions, increasingly break news.
4. Practitioners must rethink pitching
Here’s the hard truth: while 82% of creators say at least some of their stories start with a pitch from a public relations practitioner, 72% say most pitches are irrelevant. Only 29% usually respond.
But there’s an open door if you approach it right:
32% of creators see public relations practitioners as essential partners.
They tolerate follow-ups more than their newsroom counterparts.
They prefer short, tailored, beat-specific pitches under 200 words, ideally offering interview access or exclusive angles.
5. Influence is decentralised and reshaping public opinion
The Reuters data shows that trust is now flowing through individual voices, often with clear ideological leanings. On the right: Mayhar Tousi, Konstantin Kisin, and Nigel Farage. On the left: Owen Jones and James O’Brien.
And then there’s Elon Musk. With 225 million followers on X, his interventions in British politics from free speech to far-right rallies, show how thin the line is between commentary and activism.
Implications for public relations and communications practitioners
Rebuild your media lists from scratch
The journalist you knew five years ago may now be a solo creator with a Substack or your harshest critic on TikTok.Invest in relationships, not just reach
Creator journalists value authenticity and access. Build trust, offer insight, and skip the hard sell.Split your pitch strategy
Legacy media still matters for authority. But creator-first pitching is a different discipline: short, sharp, and social.Train spokespeople for creator formats
Think podcasts, livestreams, TikTok duets, and not just press releases, pitches and quotes.Monitor creator-led discourse with the same rigour as mainstream media
If you’re not listening to creators, you’re missing out on an important aspect of public discourse.
Creator platforms reward consistency and credibility. Whether you’re pitching or publishing, the same principle applies: show up consistently with value.
Further reading
This essay was originally posted on my Substack. The newsletter is read by more than 5,000 communications and public relations practitioners twice a week. We take a slower, critical perspective to distilling news, research and industry developments into actionable briefings to help you at work.
