Breaking through in 2025: New rules for media and influence

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class="sponsored"> <div class="ArticleSponsorABC"> <div class="partnerContentBar"> <div class="partnerContentBar__inner"> <p>Promotional feature</p> </div> <div class="sponsorImgWrap"> <p>In partnership with</p> <a class="sponsorImg" href="https://www.praytellagency.com/" target="_blank" title="Praytell"><img alt="Praytell" src="https://cached.imagescaler.hbpl.co.uk/resize/scaleToFit/250/250/cached.offlinehbpl.hbpl.co.uk/news/ORP/Praytell_Logo_1000px.png" /></a> </div> </div> <header> <h1>Breaking through in 2025: New rules for media and influence</h1> <p class="articleTag">Partner Content</p> <p class="summary">Praytell and YouGov asked U.S. audiences where they get their news and who they actually trust. Spoiler: It’s not who you think. The findings could and should rewrite your playbook — now. </p> <p class="byline "> <span class="authorName"> by Nate Jaffee, head of strategy at Praytell </span> January 21, 2025 </p> </header> <div class="SocialMediaPaywall"> <aside class="socialTools"> <ul> <li class="socialShare__item socialShare__item--twitter"> <a href="https://twitter.com/intent/tweet?original_referer=https%3a%2f%2fwww.prweek.com%2farticle%2f1902268&ref_src=twsrc%5etfw%7ctwcamp%5ebuttonembed%7ctwterm%5eshare%7ctwgr%5e&text=Breaking+through+in+2025%3a+New+rules+for+media+and+influence&url=https%3a%2f%2fwww.prweek.com%2farticle%2f1902268%2fbreaking-2025-new-rules-media-influence&via=PRWeekUS" target="_blank" class="socialShare__link socialShare__link--twitter">Share article on Twitter</a> </li> <li class="socialShare__item socialShare__item--facebook"> <a href="https://www.facebook.com/sharer/sharer.php?u=https%3a%2f%2fwww.prweek.com%2farticle%2f1902268&quote=Breaking+through+in+2025%3a+New+rules+for+media+and+influence" target="_blank" class="socialShare__link socialShare__link--facebook">Share article on Facebook</a> </li> <li class="socialShare__item socialShare__item--linkedin"> <a href="https://www.linkedin.com/sharing/share-offsite/?url=https%3a%2f%2fwww.prweek.com%2farticle%2f1902268" target="_blank" class="socialShare__link socialShare__link--linkedin">Share article on LinkedIn</a> </li> </ul> </aside> </div> <figure> <img src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/1272/cached.offlinehbpl.hbpl.co.uk/news/ORP/Praytell_PRWEEK-2025_1440x810Retina.png" alt="" srcset="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/300/cached.offlinehbpl.hbpl.co.uk/news/ORP/Praytell_PRWEEK-2025_1440x810Retina.png 300w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/460/cached.offlinehbpl.hbpl.co.uk/news/ORP/Praytell_PRWEEK-2025_1440x810Retina.png 460w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/750/cached.offlinehbpl.hbpl.co.uk/news/ORP/Praytell_PRWEEK-2025_1440x810Retina.png 750w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/500/cached.offlinehbpl.hbpl.co.uk/news/ORP/Praytell_PRWEEK-2025_1440x810Retina.png 500w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/1272/cached.offlinehbpl.hbpl.co.uk/news/ORP/Praytell_PRWEEK-2025_1440x810Retina.png 1272w" sizes="(min-width: 1024px) 1272px, (min-width: 768px) 500px, (min-width: 480px) 750px, (min-width: 320px) 460px, (min-width: 0px) 300px, 1272px" /> </figure> <div id="articleBody" class="ArticleBodyPaywall"> <p>The term “media apocalypse” is hard to escape. There's a good reason for that. It’s a harsh reality for our journalist partners, who have endured layoffs, newsroom closures and growing uncertainty.</p><p>At Praytell, we’ve always believed in the power of journalists to inform, entertain and shape culture. But as the media landscape shifts, so must we.</p><p>That’s why we partnered with YouGov to survey U.S. audiences about their relationship with the media. The results were eye-opening.</p><p><strong>Emerging media isn’t the future. It’s here. It’s now.</strong></p><p>No secret that trust in mainstream media has plummeted. In 2000, 55% of Americans trusted mainstream outlets to provide factual information. Today? That number’s down to 31%.</p><p>What’s <em>surprising </em>is how much emerging media has stepped in to fill the gap. Our survey of 1,300 U.S. adults found:</p><p>• 24% prefer traditional media</p><p>• 25% prefer emerging media</p><p>• 51% lean on a combination of both</p><p>For comms professionals, this means one thing: Meet audiences where they are — or risk irrelevance.</p><p><strong>Engagement drives trust</strong></p><p>Emerging media doesn’t just command trust — it demands attention. Twice as many respondents said they strongly prefer emerging media for its interactive, two-way communication. Why? Structure. Emerging platforms thrive on interaction and now more than ever audiences are seeking a connection with their favorite content creators.</p><p><strong>Quality or quantity? Yes, <em>and </em>… You need both</strong></p><p>For years, comms professionals have rallied around “quality over quantity.” Strong stories, eye-catching assets and spot-on media targets remain essential, sure. But in today’s fractured media landscape, we need quality <em>and</em> quantity.</p><div id="advertCentre"><div id="c501Ad" class="commercialSlot" data-location-code="C" data-sizes="fluid|300x250"></div> </div><p>Breaking through now requires a radical shift. We need integrated frameworks that meet audiences where they are, creator collaborations to amplify reach and hybrid tactics that merge paid strategies with earned authenticity.</p><p><strong>Want to win in 2025? Start here.</strong></p><p><a href="https://www.theremixera.com/?utm_source=PRCampaign&utm_medium=Article&utm_campaign=PRWeeks&utm_content=Click&utm_term=TheRemixEra" target="_blank" rel="noopener">Explore Praytell’s full findings and actionable insights now.</a></p> </div> <div id="articleEnd"></div> </div> <br style="clear:both;" /> <div class="conditionalRelatedArticlesPayWall moreOnThisTopic"> <div id="relatedArticles" class="related articleModule altLayout genericModule"> <header> <h2>More...</h2> </header> <ul> <li class="storyContent"> <h3> <a href="/article/1907815/prepare-thirsty-30s" data-url="https://www.prweek.com/article/1907815/prepare-thirsty-30s" data-id="1907815" title="How to prepare for the Thirsty 30s">How to prepare for the Thirsty 30s</a> </h3> </li> <li class="storyContent"> <h3> <a href="/article/1907220/ai-coming-pr-jobs" data-url="https://www.prweek.com/article/1907220/ai-coming-pr-jobs" data-id="1907220" title="Is AI coming for PR jobs?">Is AI coming for PR 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(Image via Smith, used with permission). 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" srcset="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/300/cached.offlinehbpl.hbpl.co.uk/news/ORP/Morgan_Smith_WH_UWP_PRW.jpeg 300w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/350/cached.offlinehbpl.hbpl.co.uk/news/ORP/Morgan_Smith_WH_UWP_PRW.jpeg 350w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/400/cached.offlinehbpl.hbpl.co.uk/news/ORP/Morgan_Smith_WH_UWP_PRW.jpeg 400w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/450/cached.offlinehbpl.hbpl.co.uk/news/ORP/Morgan_Smith_WH_UWP_PRW.jpeg 450w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/370/cached.offlinehbpl.hbpl.co.uk/news/ORP/Morgan_Smith_WH_UWP_PRW.jpeg 370w" sizes="(min-width: 1024px) 370px, (min-width: 768px) 450px, (min-width: 480px) 400px, (min-width: 320px) 350px, (min-width: 0px) 300px, 300px" /> </a> </figure> <div class="contentWrapper"> <h3> <a href="/article/1907680/harris-poll-recruits-cnbc-work-reporter-marcomms-vp" data-url="https://www.prweek.com/article/1907680" data-id="1907680" title="Harris Poll recruits CNBC work reporter as marcomms VP">Harris Poll recruits CNBC work reporter as marcomms VP</a> </h3> </div> </div> <div class="storyContent" data-list-id="7"> <figure class="thumbnail"> <a href="/article/1907668/bowen-yang-sarah-sherman-snl-rocking-outto-ceraves-anti-dandruff-shampoo" title="Bowen Yang, Sarah Sherman of ‘SNL’ are rocking out...to CeraVe’s anti-dandruff shampoo"> <img src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/300/cached.offlinehbpl.hbpl.co.uk/news/ORP/cerave-snl50-SC-MMM.jpg" alt="The ad also featured dermatologist-slash-skincare-influencer Dr. Dustin Portella. (Screenshot: CeraVe/ iSpot.tv)." srcset="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/300/cached.offlinehbpl.hbpl.co.uk/news/ORP/cerave-snl50-SC-MMM.jpg 300w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/350/cached.offlinehbpl.hbpl.co.uk/news/ORP/cerave-snl50-SC-MMM.jpg 350w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/400/cached.offlinehbpl.hbpl.co.uk/news/ORP/cerave-snl50-SC-MMM.jpg 400w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/450/cached.offlinehbpl.hbpl.co.uk/news/ORP/cerave-snl50-SC-MMM.jpg 450w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/370/cached.offlinehbpl.hbpl.co.uk/news/ORP/cerave-snl50-SC-MMM.jpg 370w" sizes="(min-width: 1024px) 370px, (min-width: 768px) 450px, (min-width: 480px) 400px, (min-width: 320px) 350px, (min-width: 0px) 300px, 300px" /> </a> </figure> <div class="contentWrapper"> <h3> <a href="/article/1907668/bowen-yang-sarah-sherman-snl-rocking-outto-ceraves-anti-dandruff-shampoo" data-url="https://www.prweek.com/article/1907668" data-id="1907668" title="Bowen Yang, Sarah Sherman of ‘SNL’ are rocking out...to CeraVe’s anti-dandruff shampoo">Bowen Yang, Sarah Sherman of ‘SNL’ are rocking out...to CeraVe’s anti-dandruff shampoo</a> </h3> </div> </div> <div class="storyContent" data-list-id="8"> <figure class="thumbnail"> <a href="/article/1907665/elon-musks-x-winning-back-advertisers" title="Is Elon Musk’s X winning back advertisers? "> <img src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/300/cached.offlinehbpl.hbpl.co.uk/news/ORP/Twitter-X-value-GettyImages-RM-2199993213-CUS.jpg" alt="(Photo credit: Picture Alliance/Getty Images). " srcset="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/300/cached.offlinehbpl.hbpl.co.uk/news/ORP/Twitter-X-value-GettyImages-RM-2199993213-CUS.jpg 300w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/350/cached.offlinehbpl.hbpl.co.uk/news/ORP/Twitter-X-value-GettyImages-RM-2199993213-CUS.jpg 350w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/400/cached.offlinehbpl.hbpl.co.uk/news/ORP/Twitter-X-value-GettyImages-RM-2199993213-CUS.jpg 400w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/450/cached.offlinehbpl.hbpl.co.uk/news/ORP/Twitter-X-value-GettyImages-RM-2199993213-CUS.jpg 450w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/370/cached.offlinehbpl.hbpl.co.uk/news/ORP/Twitter-X-value-GettyImages-RM-2199993213-CUS.jpg 370w" sizes="(min-width: 1024px) 370px, (min-width: 768px) 450px, (min-width: 480px) 400px, (min-width: 320px) 350px, (min-width: 0px) 300px, 300px" /> </a> </figure> <div class="contentWrapper"> <h3> <a href="/article/1907665/elon-musks-x-winning-back-advertisers" data-url="https://www.prweek.com/article/1907665" data-id="1907665" title="Is Elon Musk’s X winning back advertisers?">Is Elon Musk’s X winning back advertisers?</a> </h3> </div> </div> <div class="storyContent" data-list-id="9"> <figure class="thumbnail"> <a href="/article/1907568/breakfast-briefing-5-things-pr-pros-know-monday-morning" title="Breakfast Briefing: 5 things for PR pros to know on Monday morning "> <img src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/300/cached.offlinehbpl.hbpl.co.uk/news/ORP/BB-MONDAY-2024_44.jpg" alt="Breakfast Briefing: 5 things for PR pros to know on Monday morning" srcset="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/300/cached.offlinehbpl.hbpl.co.uk/news/ORP/BB-MONDAY-2024_44.jpg 300w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/350/cached.offlinehbpl.hbpl.co.uk/news/ORP/BB-MONDAY-2024_44.jpg 350w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/400/cached.offlinehbpl.hbpl.co.uk/news/ORP/BB-MONDAY-2024_44.jpg 400w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/450/cached.offlinehbpl.hbpl.co.uk/news/ORP/BB-MONDAY-2024_44.jpg 450w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/370/cached.offlinehbpl.hbpl.co.uk/news/ORP/BB-MONDAY-2024_44.jpg 370w" sizes="(min-width: 1024px) 370px, (min-width: 768px) 450px, (min-width: 480px) 400px, (min-width: 320px) 350px, (min-width: 0px) 300px, 300px" /> </a> </figure> <div class="contentWrapper"> <h3> <a href="/article/1907568/breakfast-briefing-5-things-pr-pros-know-monday-morning" data-url="https://www.prweek.com/article/1907568" data-id="1907568" title="Breakfast Briefing: 5 things for PR pros to know on Monday morning">Breakfast Briefing: 5 things for PR pros to know on Monday morning</a> </h3> </div> </div> <div class="storyContent" data-list-id="10"> <figure class="thumbnail"> <a href="/article/1907426/southwest-airlines-eliminates-15-comms-roles-layoffs" title="Southwest Airlines eliminates 15% of comms roles in layoffs"> <img src="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/300/cached.offlinehbpl.hbpl.co.uk/news/ORP/Southwest_plane_G_RM_PRW_-521889762.jpg" alt="(Photo credit: Getty Images). " srcset="https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/300/cached.offlinehbpl.hbpl.co.uk/news/ORP/Southwest_plane_G_RM_PRW_-521889762.jpg 300w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/350/cached.offlinehbpl.hbpl.co.uk/news/ORP/Southwest_plane_G_RM_PRW_-521889762.jpg 350w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/400/cached.offlinehbpl.hbpl.co.uk/news/ORP/Southwest_plane_G_RM_PRW_-521889762.jpg 400w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/450/cached.offlinehbpl.hbpl.co.uk/news/ORP/Southwest_plane_G_RM_PRW_-521889762.jpg 450w, https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/370/cached.offlinehbpl.hbpl.co.uk/news/ORP/Southwest_plane_G_RM_PRW_-521889762.jpg 370w" sizes="(min-width: 1024px) 370px, (min-width: 768px) 450px, (min-width: 480px) 400px, (min-width: 320px) 350px, (min-width: 0px) 300px, 300px" /> </a> </figure> <div class="contentWrapper"> <h3> <a href="/article/1907426/southwest-airlines-eliminates-15-comms-roles-layoffs" data-url="https://www.prweek.com/article/1907426" data-id="1907426" title="Southwest Airlines eliminates 15% of comms roles in layoffs">Southwest Airlines eliminates 15% of comms roles in layoffs</a> </h3> </div> </div> </div> </section> </div> </div> </div> </div> <div id="gridBottom" class="grid1"> <div class="zone">  <div class="textHtmlModule"> <style> .tiktok-embed:before, .tiktok-embed:after{display: none;} </style> </div> </div> </div> </section> </div> <div id="advertBodyBottom"> <div id="f201Ad" class="commercialSlot" data-location-code="F" data-sizes="600x300|728x90"></div> <div id="x601Ad" class="commercialSlot" data-location-code="X" data-sizes="1x1"></div> <div id="x602Ad" class="commercialSlot" data-location-code="X" data-sizes="1x1"></div> <div id="x603Ad" class="commercialSlot" data-location-code="X" data-sizes="1x1"></div> <div id="z100Ad" class="commercialSlot" data-location-code="Z" 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