Mady Lanni

The brands winning right now are not just pitching stories. They are the ones building moments that naturally travel across all platforms.

That means asking yourself new questions before you even start. Is this something a creator would actually talk about? Is there a real human perspective here, or does it still sound like a press release? If you can't picture it living in a feed, it probably won't.

Coverage in a publication is still valuable — but it can no longer be the only measure of success. Stories need room to breathe across multiple environments, and that starts at the ideation stage, not after a piece goes live.

Another big shift I'm seeing is who gets to tell your story. It's no longer just the company executive spokesperson. Journalists are increasingly looking to social for creators who actually talk about their experiences.

They bring a different kind of credibility that feels truly earned and not scripted. And more often than not, they're the ones mentioning brands organically because they actually use them.

So look for who these people are in your space already. They're out there — and they're likely more influential with your target audience than any official company voice.

My advice to PR pros right now is simple but it requires a mindset shift: expand your definition of a source. Build real relationships with creators in your category. Work closely with your social and influencer teams instead of operating in silos.

When you're shaping a narrative, think about how it shows up in a feed, not just in an article. Those two environments have completely different rules, and the best PR thinking today accounts for both from the very start.

PR still matters. But the playbook now is about connection in all spaces, not just coverage in a publication.