New Media Channels B2C brands should use in 2026
Key Takeaways: How B2C brands should use New Media Channels
1. Invest in influencer & creator PR – Build long-term partnerships on TikTok, Instagram, YouTube, or Substack with voices audiences trust.
2. Treat social media as a PR stage – Spark conversations, tell your story, and protect your brand on TikTok, Threads, Instagram, and X.
3. Secure digital coverage – Drive credibility in relevant UK outlets; for example, Stylist, Guardian Life & Style, Wired UK, and BuzzFeed UK.
4. Use podcasts – Share authentic, long-form stories on Spotify, Apple Podcasts, Acast, or top UK shows.
5. Use newsletters – Reach loyal readers directly via Substack or niche UK newsletters.
What is the New Media?
New media is digital, interactive, and on-demand—bringing communication to life like never before. Unlike traditional media, it lets audiences engage, share, and create content in real time across social media, blogs, podcasts, streaming, and immersive experiences. From viral campaigns to innovative PR strategies, new media is reshaping the way we connect, influence, and tell stories.
Read more about the New Media and examples of what this looks like in PR campaigns.
What does new media PR mean for B2C brands?
In 2026, UK and global B2C brands can no longer rely on traditional press alone. Consumers experience brands through social and digital platforms - from TikTok, Instagram, YouTube, Spotify Podcasts, Substack, to Reddit. Today’s audiences crave conversation, relevance, and authenticity, and that’s exactly where new media PR shines.
Strategy and planning—including digital-first, social-led PR—is now the fastest-growing area of PR (43 %), surpassing traditional media relations as brands adapt to new channels and audience expectations. (PR Moment.com)
Bottom line: Modern B2C PR isn’t about posting more - it’s about earning credibility, increasing visibility, and building loyalty where your audience already is.
Download our New Media Litepaper
1. Influencer & Creator PR
Best approach to build trust and authenticity
Consumers trust creators more than brands — simple as that. In 2026, influencer and creator PR is the modern earned media for B2C brands, shaping awareness, credibility, and purchase behaviour.
Step-by-step PR approach:
- Identify the right creators – Partner with authentic voices whose audience aligns with your brand.
- Create authentic campaigns – Product seeding, unboxing, reviews, and storytelling.
- Coordinate with wider PR – Amplify launches, events, or cultural campaigns in tandem.
Sectors reaping the most reward:
- Beauty & skincare
- Health, wellness & femtech
- Food, drink & consumer tech
Over 50% of communications leaders say everyday consumers and internal advocates now outweigh celebrities in building trust—showing why podcasts, creator content, and authentic voices drive modern B2C PR. (Cision.com)
Bottom line: Influencer PR is no longer optional; it is a cornerstone of B2C PR services in 2026.
2. Social Media
Best channel for visibility and cultural relevance
Social media isn’t just marketing; it’s a PR stage. Platforms like TikTok, Instagram, Threads, and X (formerly Twitter) allow brands to spark conversations, create cultural moments, and amplify campaigns instantly.
Step-by-step PR approach:
- Launch share-worthy campaigns – Product drops, events, and cultural moments designed to go viral.
- Tell compelling stories – Use short-form video, carousels, and live interactions to humanize your brand.
- Protect your reputation – Monitor conversations, respond strategically, and stay ahead of potential issues.
Sectors benefitting most:
- Fashion & lifestyle
- FMCG & DTC brands
- Wellness & fitness
Communications leaders are taking note: 51 % plan to lean more on earned social media this year, highlighting just how central social platforms are to PR strategies for engagement and influence.(Cision.com)
Bottom line: For UK consumers, social media PR is indispensable — the place where visibility meets cultural relevance.
Download our New Media Litepaper
3. Digital PR / Online Publications
Best channel to earn credibility and discovery
Coverage in online publications still matters — it’s trusted and shareable. UK B2C audiences engage with outlets like Stylist, Guardian Lifestyle, Wired, BuzzFeed, and niche blogs relevant to lifestyle, wellness, and tech.
Step-by-step PR approach:
- Earn top coverage – Pitch lifestyle, wellness, tech, and culture outlets.
- Leverage data and trends – Research, surveys, and insights grab attention and backlinks.
- Amplify everywhere – Promote earned coverage via social, newsletters, and podcasts for maximum reach.
Sectors seeing the biggest impact:
- Lifestyle & culture brands
- Consumer tech
- Health & wellness
Bottom line: Digital PR bridges the gap between credibility and discoverability in a crowded media landscape.
4. Podcasts
Best channel for long-form storytelling
Podcasts offer a space for longer-form, authentic storytelling. UK consumers engage with platforms like Spotify, Apple Podcasts, Acast, and popular shows such as The High Low or That Peter Crouch Podcast.
Step-by-step PR approach:
- Feature founders and experts – Share insights and stories while building personal brand authority
- Co-create episodes – Align podcasts with campaigns or product launches.
- Amplify strategically – Promote episodes via social, newsletters, and broader PR effort
Explore further: Read our guide on how to use Podcasts and LinkedIn to grow your personal brand.
Sectors benefiting most:
- Wellness & personal development
- Lifestyle & culture
- Food & drink
Bottom line: Podcast PR is your opportunity to tell stories in a space where attention spans are long, and trust is earned.
Download our New Media Litepaper
5. Newsletter PR
Best channel to reach highly engaged audiences
Newsletters offer direct access to curated, highly engaged UK audiences on platforms like Substack, niche vertical newsletters.
Step-by-step PR approach:
- Feature sponsored or co-branded content – Share launches, products, or insights in curated UK and global newsletters.
- Offer exclusive insights – Use research, trend analysis, or thought leadership to engage readers.
- Promote events or campaigns – Drive sign-ups for webinars, launches, or product experiences.
Sectors seeing the biggest impact:
- Beauty & wellness
- Lifestyle & culture
- Food & drink
Bottom line: Newsletter PR gives brands direct access to attentive audiences, making it one of the most underutilised yet powerful channels.
Stay ahead of your PR Strategy in 2026
Grab your copy of our New Media Litepaper and see how adding new media to your PR strategy can help your brand reach the right people, spark engagement, and stay ahead in 2026.
FAQs: New Media PR for B2C brands in 2026
1. What are the most important new media channels for B2C PR?
Influencer & creator PR, social media amplification, digital PR, podcasts, and newsletters.
2. How does social media fit into PR services?
Social media PR shapes brand perception, amplifies campaigns, and manages reputation in real time.
3. Why is influencer marketing part of PR?
It functions as modern earned media, building credibility, trust, and advocacy.
4. How do podcasts support B2C PR?
Podcasts allow long-form storytelling and authentic brand engagement with attentive audiences.
5. Why use newsletters in PR campaigns?
They offer direct access to curated, highly engaged audiences.
6. Do B2C brands need a PR agency for new media?
Yes — agencies manage creators, communities, campaigns, and messaging for measurable impact.
Citations
PR statistic: 2025 Comms Report by the Numbers (Cision)
How PR and Comms Teams are Rethinking Their Social Media Strategies (Cision)
PR and Communications Census 2025 - UK (PR Moment)
