The New Era of Influence
Throw Away Your Media List
Photo by Medy Siregar on Unsplash
For decades, shaping public opinion was relatively straightforward. Political campaigns and advocacy organizations relied heavily on mainstream media—press releases, exclusive interviews, and strategic messaging through elite outlets. Campaigns were purpose-built to drive traditional earned media. The rise of new media platforms has blown up this landscape. The traditional gatekeepers of information—major news networks, newspapers, and radio stations—no longer hold the same sway.
The implications for political campaigns, marketers, and advocacy organizations are profound. To succeed in this new era, leaders must break free from an outdated reliance on traditional media and adapt to a fragmented media landscape dominated by social media platforms, podcasts, and independent content creators. Those who fail to do so risk irrelevance.
The strategies that worked 10 years ago are no longer effective in a fragmented, digitally driven world.
The dominance of mainstream media has been waning for years. Trust in traditional news outlets has eroded significantly across Western and global audiences. According to the 2023 Edelman Trust Barometer, 52% of people worldwide perceive the media as biased or politically motivated, with younger generations increasingly turning to alternative sources for information. The public is no longer content to receive news filtered through an editorial lens that many view as biased and detached from their realities.
This shift has allowed savvy political leaders and organizations to bypass traditional gatekeepers and speak directly to audiences. Consider Donald Trump, who arguably understood this shift better than anyone. During the 2016 campaign and subsequent presidency, Trump revolutionized the use of social media in politics, leveraging Twitter as a powerful, unfiltered megaphone for his message. His tweets, written in a raw tone rarely seen from a politician, shaped the daily news cycle and forced legacy outlets to react to him, giving him unparalleled control over the narrative.
The pattern continues today. Trump's recent interviews with Tucker Carlson, Joe Rogan, and Theo Von attracted millions of views—far surpassing the reach of many television networks. These moves underscore the growing irrelevance of traditional media channels compared to the viral power of digital platforms.
Pierre Poilievre, leader of Canada's Conservative Party, has utilized social media platforms with remarkable skill. Poilievre's highly polished, long-form YouTube videos and relatable Instagram content have made him a groundbreaking force in the digital sphere. Unlike traditional media coverage—often critical or dismissive of Poilievre—his expertly crafted online presence speaks directly to audiences in his own voice, unhindered by external framing. His recent appearance on Jordan Peterson's podcast, another non-traditional media platform with a massive, loyal audience, extended his influence even further.
There were six people employed in media relations and one on social media. It should be the reverse.
But this shift isn't confined to North America. Across the globe, political figures like Giorgia Meloni in Italy, Volodymyr Zelenskyy in Ukraine, and Nigel Farage in the UK are rewriting the rules of media engagement. Their success stories hold vital lessons for today's campaigns.
Italy's Giorgia Meloni has harnessed platforms like Instagram and TikTok to make complex ideas digestible and accessible. Her candid, casual posts offer glimpses into her personal life while also breaking down policy initiatives in a relatable way. Meloni's ability to connect vividly with younger voters—those who might never engage with traditional political coverage—is a testament to the power of visual platforms. She's also shown how to combat negative portrayals from mainstream outlets by offering an alternative, humanizing narrative through direct channels.
Volodymyr Zelenskyy, Ukraine's president, has become a master of modern crisis communication during his country's war with Russia. Through platforms like Telegram and Instagram, Zelenskyy consistently broadcasts clear, emotionally resonant messages that rally domestic and international support.
Figures like Nigel Farage have extensively leveraged independent media. Following his role in Brexit, Farage turned to platforms like YouTube, podcasts, and UK-based GB News to speak directly to a disaffected audience. His conversational, approachable style appeals deeply to those who feel abandoned by mainstream narratives, highlighting the enormous potential for independent platforms to amplify messages that resonate with underserved audiences.
Several years ago, I walked into the office of the leader of a sizeable provincial party. There were six people employed in media relations and one on social media. It should be the reverse. The rise of social media, podcasts, and independent platforms proves one thing unequivocally: You no longer need—or should exclusively rely on—mainstream media to reach your audience. Campaigns and advocacy organizations must adapt to this new media reality. Here's how:
Make Social Media Central to Strategy
Many communications and political professionals once feared social media as a place of danger. Politicians were told to stay away or limit their content to news releases and talking points. Today, it's the backbone of modern communication. Platforms like Instagram, X, TikTok, and YouTube allow campaigns to develop and share content that resonates emotionally and visually.
Quality content is no longer optional
Many organizations are faced with the challenge of legacy social media strategies that don;t reach their intended audiences. When a Tiktok creator doing their makeup while speaking on camera can receive hundreds of thousands of impressions, genuine and engaging content is table stakes for any political party or advocacy group seeking to get their message out.
Leverage Podcasts for Depth and Authenticity
It used to be the rule that media encounters should be as short as possible, ensuring message discipline and minimizing the opportunity for mistakes. Now, long-form is in. Podcasts offer a unique opportunity for longer, more nuanced conversations with highly engaged audiences. Leaders like Pierre Poilievre and Giorgia Meloni have embraced podcasts to connect meaningfully with listeners. Organizations should identify relevant podcasts with aligned values and pitch appearances for candidates or spokespeople.
Build Relationships with Independent Media Voices
Independent content creators—whether Substack writers, YouTubers, or influencers—play an increasingly pivotal role in shaping public opinion. Unlike mainstream outlets, these creators often have a niche yet fiercely loyal audiences. Partner with these voices to access groups your campaign may not otherwise reach.
Strategically Engage with Mainstream Media
While traditional media remains part of the ecosystem, campaigns should engage selectively and strategically. Use mainstream appearances to enhance visibility but frame these outlets as one of many communication channels, not the primary gatekeeper.
The media revolution is fundamentally reshaping the way campaigns interact with audiences. The strategies that worked 10 years ago are no longer effective in a fragmented, digitally driven world. Leaders like Trump, Poilievre, Meloni, Zelenskyy, and Farage represent a new class of communicators who understand that direct, authentic engagement carries far more weight than reliance on legacy media.
The lessons for campaigns, marketers, and advocacy organizations are clear: adapt or lose relevance. This is a time to reinvent old playbooks, explore new platforms, and boldly engage with audiences where they are—not where you wish they were.
The future belongs to those willing to shape the narrative, not just follow it. Step into the revolution, and you'll survive in the post-mainstream world and thrive.
Dan Robertson is a Founding Partner of ORB Advocacy.