The Shift Away from Traditional Media

The media landscape is evolving faster than you can say “SEO.” Traditional outlets are taking a back seat, while non-traditional platforms like podcasts, YouTube, and newsletters are driving the future of financial public relations (PR).

News Flash — the way financial entities communicate is changing. Trust in mainstream media has plummeted, where in 2024, only 31% of US adults expressed confidence in mass media, down from 69% fifty years ago. At the same time, alternative media— like podcasts, YouTube, and independent newsletters— are thriving with more audiences than ever before.

For financial PR professionals, this evolution presents both attractive opportunities and formidable challenges. As audiences increasingly turn to independent creators and digital platforms for investment content, the financial ecosystem needs to rethink its strategies to remain relevant.

Podcasts: The New Mainstream Media

Podcasts, once a niche format, have exploded in popularity. With over 500 million global listeners, podcasts are now a major source of news and analysis. Podcast ad revenue surpassed $2 billion in 2024, driven by engaged, niche audiences that preferred to listen and watch— rather than read— while they’re on the go, at the gym or on their commute.

For financial PR professionals, podcasts offer a unique opportunity to reach targeted segments in a more authentic and human way — something increasingly valuable in an AI-driven world. Whether through sponsorships, guest appearances, or dedicated financial shows, podcasts provide the perfect platform for in-depth, conversational discussions on market trends and investment strategies that go beyond algorithms and data points, creating real connections with listeners.

YouTube: The New Television

With over 2.5 billion monthly active users in 2024, YouTube is dominating media consumption, even surpassing TV viewership in many areas. Forty-five percent of users consume content on smart TVs.

Financial brands can no longer afford to overlook YouTube. Video content— like explainer videos, interviews, and live market analysis—bengages audiences in a dynamic way and adds an invaluable ‘human’ element in a world where it’s increasingly difficult to differentiate between content that is human- or AI-generated. Partnering with other notable ‘fin-fluencers’ or industry celebrities for sponsored content can also amplify brand messaging and further establish credibility.

The Rise of Individual-Led Newsletters

Independent platforms like Substack are reshaping financial news. These newsletters often have higher engagement rates than traditional media, with niche audiences actively seeking expert insights.

For financial PR professionals, partnering with newsletter creators offers a powerful avenue to reach highly engaged and niche audiences. With their diverse tones and specialized content, newsletters are an ideal platform for showcasing thought leadership and building brand credibility. A successful newsletter typically strikes the right balance between valuable insights, a consistent voice, and timely, relevant topics — all of which help foster trust and long-term engagement in a cluttered media landscape.

Navigating the Changing Media Landscape

With news consumption shifting to digital, independent, and user-driven platforms, financial PR professionals must adapt. Leveraging non-traditional media channels—while maintaining credibility—will be key to success in 2025 and beyond.

Stay tuned for Part 2, where we explore the impact of AI, social media algorithms, and evolving advertising trends on financial PR.