“Making the News” isn’t what it used to be. Leaders must create their own news.
Since 2012, TNKR Media’s team has specialized in public relations and web content packages designed for the professional services, and all busy, in-demand experts with limited time to commit for marketing.
In the past, when we’ve referred to helping clients “make the news”, it involved arranging coverage in news media thanks to our PR and media relations services. Today, in an increasingly chaotic media environment with fewer opportunities for coverage, leaders must first make their own news and editorial content if they hope to one day be making the news, be it in traditional or online spaces.
Founders, experts, professionals and leaders of all kinds: Here’s what you need to keep in mind about making news in 2025.
1. You’re in the Media Business Now
- Public Relations (PR) success can only be achieved in coordination with a web content marketing strategy.
- Self-publishing tools for writing, audio and video are widely available and in some cases cost only hundreds of dollars annually to manage.
- Service-oriented businesses, professional services in particular, should inform their audiences more than they advertise.
2. Expertise Still Matters
- Online audiences, mainstream to niche, continue to demonstrate an appetite for timely news and specialized knowledge.
- Anyone can publish anything but leaders with true insight can be guided toward online spaces that add credibility.
- Each leader’s media mix and platform preferences are different. Focus on channels that balance the leader’s strengths with opportunities for engagement.
3. Build Media Capital
- Content created for social media platforms benefits primarily the platforms over the creators.
- You do not own your social media channels. Invest in media platforms you do own: your website, newsletter and podcast, for example.
- It does not have to go viral to be valuable.
About TNKR Media
TNKR Media is a content marketing and public relations agency based in Montréal, Québec, offering remote business communications solutions for Canadian thinkers who want to tinker with their ideas through specialized media projects. Founded in 2012 and led by managing partners Dan Delmar and Jessica Mailas, the group of media consultants, marketers and journalists efficiently manage PR and public affairs mandates aimed at sharing expertise and creating meaningful value.
For more information about our Content+PR solutions, contact us.
Photo: Inside Edition / YouTube
