What is new media? The media channels brands can’t ignore

Insight

Feb 4, 2026

3 mins

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New media isn’t a PR buzzword—it describes the new, social-first, creator-led channels where news, culture, and modern discourse is being shared. Traditional media alone no longer reaches audiences who are scrolling social feeds, listening to podcasts, watching videos, and engaging across multiple platforms. Brands that want to reach their audiences where their consuming media should understand and embrace new media channels.

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Key takeaways: Everything you need to know about the new media

1. New media is an essential part of 2026 PR strategies.

It’s not optional, as more audiences are discovering and engaging with brands through digital and social channels.

2. Earned media now spans multiple platforms‍

From traditional print and broadcast to social media and podcasts to newsletters, influencers, and interactive experiences.

‍3. Brands risk losing out on target audiences

Brands that ignore new media channels risk missing the chance to meet their audience where they’re consuming media, while competitors dominate conversations where audiences actually spend their time.

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Examples of new media placements as part of UK PR campaigns

1. O2 / Red Roses PR campaign covered on JOE.co.uk

About O2's Red Roses Campaign

‍O2’s Red Roses Women’s Rugby World Cup PR feature earned editorial coverage in JOE.co.uk, a social-native entertainment and culture media outlet with strong reach among younger audiences. The story positioned O2’s campaign narrative in a new media publication rather than just paid or owned channels, demonstrating PR-led cultural resonance

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Download our New Media Litepaper

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2. Lime x Lydia Bolton in HypeBeast

About Lime x Lydia Bolton Collab

Lime’s collaboration with Lydia Bolton earned editorial coverage in Hypebeast, a global culture-led digital publisher. The story was positioned at the intersection of sustainable fashion and urban mobility — demonstrating how creator partnerships can translate into earned coverage within new media outlets, not just social reach

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Download our New Media Litepaper

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Why new media PR matters for brands

The advantages are clear:

Reach bigger audiences – TikTok now connects with 48.4% of UK adults, LinkedIn counts 45 million UK members, and Instagram boasts over 35 million users (DataReportal)

React in real time – track engagement and sentiment in real time by monitoring comments
Build credibility and trust – authentic digital conversations build your brand reputation on channels that your audience are using

Fun fact: With 34% of UK adults relying on social media for news, multi-platform strategies aren’t optional—they’re essential (PRMoment)

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How new media fits into a modern PR Strategy

New media doesn’t replace traditional PR—it supercharges it. Your choice of platforms depends on your brand, sector, and audience. Start by auditing current coverage and understanding where your audience are,, then layer in the channels that amplify reach, spark engagement, and drive action.

Target niche audiences: place your brand’s story in outlets with niche yet loyal followings, like podcasts, newsletters, or blogs.
Monitor sentiment in real time: track reactions and pivot quickly.

The result: a smarter, faster, and more audience-focused PR strategy.

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The risk of ignoring new media in PR

Brands that ignore new media in PR risk being left behind:

Lost engagement: digitally-native audiences won’t wait.
Diminished relevance: in a crowded media landscape, visibility is key.

Fun fact: UK analysis shows top media articles fell 21% and brand stories 28%, highlighting why social and digital channels are critical (PRMoment).

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Ignoring new media hands opportunities to competitors who embrace digital, interactive, and measurable channels—leaving your brand invisible where it counts.

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How new media works with Traditional Media

New media doesn’t replace traditional PR—it supercharges it. When used together, you get bigger reach, deeper engagement, and measurable impact.

Social media amplifies coverage – social-first outlets will turn your story into platform-specific content
Influencer content drives audiences to press – authentic voices guide people to your brand.
Podcasts and interactive channels add depth – these channels give traditional stories more context, personality, and stickiness.

The result? 360-degree campaigns that blend credibility, reach, and engagement—where traditional and digital channels work in harmony to make your brand impossible to ignore.

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Stay head 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.

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FAQs: What is the new media?

1. What is new media?

New media is a catch-all term for social-first, creator-led media outlets - that don’t fall under traditional media. New media largely sits within digital channels like social media, podcasts, newsletters, influencers, and online communities to build brand awareness, reputation, and engagement in real time, alongside traditional media.

2. How is new media different from traditional media?

Traditional PR focuses on press coverage across print, broadcast and radio. New media is still used by traditional press outlets, like the BBC, but shared on digital-first or creator-led channels.

4. What new media channels should a brand be using?

The most effective mix usually includes social media (LinkedIn, Instagram, TikTok, X), influencer partnerships, podcasts, digital newsletters like Substack— but all should be chosen based on audience behaviour and brand goals.

5. How does a PR agency use new media to support brand growth?

Audiences are changing how they consume media, and where they consume it. A PR agency places your brand in new media outlets to meet your target audience where they are. Whether it’s a niche Substack, or social-first/culture led platform like JOE. .

7. How do you measure the success of new media PR?

Success is measured through performance indicators like engagement, reach, sentiment, shares, traffic, —giving brands clear insight into performance and ROI.

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