Key Takeaways
- Publishers are prioritizing video-first storytelling across platforms.
- Journalists are increasingly using text for faster communication with trusted contacts.
- Heritage and provenance are emerging as stronger editorial angles.
- Authentic conversations and original visuals stand out in an AI-saturated media landscape.
- Independent journalists are building businesses beyond traditional freelance work.
Check out the top five media trends we’re watching right now — and what they mean for PR professionals looking to stay one step ahead. Consider these your coffee shop conversation starters this month.
Publishers Are Becoming Video Companies
As multiplatform storytelling takes center stage, editors are thinking less about storytelling as text on a page and first about visuals. This month, Netflix announced it will air content from Conde Nast, Hearst, People Inc. and more, further emphasizing the need for all storytellers to invest in growing their skills in this area. Thinking about stories across platforms is becoming mission critical to getting press.
Why it matters: Every pitch should include ideas for how the story works as a Reel, TikTok, podcast clip, or OTT segment, not just an article.
The Inbox-First Pitch Is So 2025
The latest way to cut through the noise with journalists? Text them. We’re hearing both journalists and PR pros opening up to this shorter, faster communication channel before moving to email to shape the story. With a caveat, though: This only works for warm relationships.
Why it matters: Storytellers are inundated and don’t have bandwidth to respond to every email. Choose a different medium where it makes sense, and see what happens.
Provenance Is Becoming Newsworthy
It used to be that clients with no news had no chance of landing press coverage. But now, real, rich history is a selling point. Journalist leads in Pitchcraft have been high this month for food stories that lean into history, heritage, and/or ancient techniques. Historians are in high demand as experts but can be tough to find. Destination PR pros should compile a few sources in their area to have on hand.
Why it matters: If your client doesn’t have “news,” don’t stop there. Dig deeper. The history of a place, a family recipe, a centuries-old technique or a forgotten local tradition may be the story journalists are looking for.
More AI-Generated Content = More Opportunity to Be Human
The easier it becomes to create content, the cheaper that content becomes, leaving greater leeway for human creativity to shine. Writers are shifting away from email interviews as AI-generated or AI-polished responses proliferate. Events with AI-generated marketing imagery are not allowed on air, according to broadcast journalists. Phone calls feel refreshing again, and real images and video footage stand out. Dare we say: We’d like to see voice notes become a bigger thing.
Why it matters: The competitive advantage is no longer producing more content—it’s creating more believable, memorable and unmistakably human moments. Prioritize real conversations, original visuals and authentic voices whenever you can.
Independent Journalists Are Owning It
See you later, “freelance writer.” Hello, creator journalist. We’re increasingly seeing storytellers prioritize their personal brand through speaking engagements (think: panels and in-person presentations) and podcast appearances (as experts on topics they’ve written about). They’re also chiming in as expert sources for other journalists. This signals a big shift in professional upleveling and means that PR pros need to be thinking about independent journalists as real businesses — because they are.
Why it matters: Stop thinking of independent journalists as freelancers looking for assignments. They’re media brands building audiences, revenue streams and influence across multiple platforms. Your interactions with them should reflect that.
What media shifts are you noticing?
Every month, the Pitchcraft team analyzes journalist conversations, media requests and industry developments to identify the signals shaping earned media. If you’re seeing something we missed, we’d love to hear from you.
Frequently Asked Questions
What are the biggest media trends affecting PR professionals in July 2026?
The biggest shifts include video-first publishing, changing communication preferences between journalists and PR professionals, growing demand for heritage-driven stories, increased value of authentic human interactions amid AI-generated content, and the rise of independent journalists as creator businesses.
How should PR professionals adapt their pitching strategies?
PR pros should think beyond written articles, strengthen relationships before pitching, uncover deeper brand stories, prioritize authentic communication and view independent journalists as long-term partners.
Why is Pitchcraft publishing monthly Media Signals?
Media Signals highlights emerging shifts in journalism and media relations before they become mainstream, helping PR professionals adapt their strategies earlier.
