There is a real shift happening in how influence works and executives feel it. The most meaningful conversations are no longer only happening in big national outlets. They are happening inside communities that include independent writers, niche newsletters and podcasts that speak directly to people who care deeply about specific topics. These audiences choose to be there. And for PR teams, that creates a level of trust and relevance that is hard to find anywhere else.
Independent Journalism and Creator-Lead Podcasts Are Not Backup Channels
They are often where your future customers, partners, and industry insiders spend their time. A well run Substack or podcast episode reaches people when they are paying attention — whether that is during a commute, a workout or a quiet moment at home. When the content is shaped around a tight niche, the audience becomes a natural filter. Instead of reaching everyone, you reach exactly the people who influence your market.
We have seen how powerful this can be. Recently we shared an exclusive with an independent newsletter that sits at the center of our client's niche. It drove traffic and did something more valuable. It sparked real engagement on LinkedIn from the operators, buyers and experts the client actually wants to reach. The people who commented and shared the story were the same people who make decisions in that space.
Podcasts create the same kind of impact. A thoughtful episode allows an executive to go deeper, share context, explain ideas and build a sense of familiarity with listeners, building credibility and trust more quickly than most traditional interviews can.
Why These Channels Are Worth Executives' Time
For PR teams, the strategy is straightforward:
- Start by identifying the communities that matter most. Look at the newsletters, independent journalists and podcasts these communities rely on.
- Build relationships before you need them. Offer access or insight that genuinely helps their audience.
- When coverage goes live, use it as a springboard to spark conversations in your own channels, especially on LinkedIn where the exact stakeholders you want are already active.
Community-Led Influence Will Shape the Next Era of PR
In 2026, we anticipate influence is becoming more community driven and more distributed. The signals are already there. Executives who show up in these spaces build trust faster and speak more directly to the people who matter.
Need help figuring out which communities to invest in and how to partner with the voices that shape them? We are here to support you.
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