For decades, organizations relied on newspapers, magazines, radio stations, and television networks to help tell their stories. If a business launched a new service, a nonprofit started a new program, or a ministry made an impact in the community, they often turned to journalists to share the news.
Then everything changed.
The rise of Craigslist disrupted one of the largest revenue sources for newspapers—classified advertising. Soon after, social media platforms like Facebook, Twitter (now X), LinkedIn, Instagram, YouTube, and others gave organizations something they had never had before: direct access to their audiences.
Suddenly, businesses, nonprofits, and NGOs no longer needed to wait for a reporter to tell their story. They could publish it themselves.
At first, this seemed like an obvious win. Communication became faster, cheaper, and more controlled.
But something important was lost along the way.
The Difference Between Publishing and Verification
Today, nearly every organization is its own media company.
Websites, blogs, newsletters, podcasts, videos, and social media channels allow leaders to communicate directly with customers, donors, volunteers, and stakeholders.
That is incredibly valuable.
However, self-publishing and journalism serve different purposes.
When an organization publishes its own story, it controls the message.
When a journalist covers a story, someone outside the organization evaluates the facts, asks questions, provides context, and determines whether it is newsworthy.
One creates visibility.
The other creates credibility.
Both matter.
Walter Cronkite’s Warning Still Matters
Following the attacks of September 11, 2001, legendary broadcaster Walter Cronkite appeared on David Letterman’s show to discuss the role of media in a democracy.
One of the most powerful moments came when Cronkite reflected on Germany during World War II. He noted that many German citizens accepted government control of newspapers and radio because they trusted those in power. Later, many claimed they did not know what was happening around them.
Cronkite’s point was simple: citizens have a responsibility to stay informed, and societies need independent sources of information to hold institutions accountable.
While he was speaking about government and democracy, the lesson applies more broadly today.
Trust grows when information is examined, questioned, and verified—not simply published.
The Communications Mistake Many Organizations Make
Many leaders assume that because they have social media accounts, email newsletters, and a website, they no longer need traditional media coverage.
That is a mistake.
Organizations often spend significant resources creating content but overlook one of the most valuable forms of communication available: earned media.
When a respected newspaper, industry publication, radio station, podcast, or television outlet tells your story, it carries a level of credibility that self-published content cannot achieve on its own.
People expect organizations to say good things about themselves.
Third-party validation is different.
It signals that someone outside the organization found the story important enough to share.
The Best Approach Is a Blended Strategy
The strongest communication plans combine three types of media.
Owned Media
These are the channels your organization controls:
- Website
- Blog
- Newsletter
- Podcast
- Video content
- Social media channels
Owned media allows you to communicate consistently and directly with your audience.
Earned Media
This includes coverage from outside sources:
- Newspapers
- Television stations
- Radio programs
- Industry publications
- Community media
- Independent podcasts
Earned media provides credibility and expands your reach beyond your existing audience.
Shared Media
These are channels where others help amplify your message:
- Community partners
- Influencers
- Volunteers
- Employees
- Donors
- Customers
Shared media extends trust through relationships.
Should Organizations Still Send Press Releases?
Absolutely—but only when they have something genuinely newsworthy to share.
Most press releases fail because they read like advertisements.
Journalists are not looking for marketing copy. They are looking for stories their audiences care about.
Before sending a press release, ask:
- Why would the public care about this?
- What problem does this solve?
- Who benefits?
- What impact does this create?
- What larger trend does this illustrate?
The best press releases focus on people, community impact, innovation, research, trends, and outcomes—not self-promotion.
Why This Matters More Than Ever
Artificial intelligence can now generate articles, images, videos, and social media posts in seconds.
The volume of content is exploding.
As information becomes easier to create, trust becomes harder to earn.
That is why organizations should not abandon their relationships with traditional media. They should strengthen them.
Social media gives you the power to publish.
Earned media provides the opportunity for independent validation.
Organizations that combine both are often viewed as more credible, more trustworthy, and more influential than those that rely solely on their own channels.
The future of communication is not choosing between social media and traditional media.
It is understanding how each serves a different purpose—and using both strategically.