The media landscape as we’ve known it is drastically changing in the wake of the new administration. Corporate media consolidation has generally meant outlets folding, underresourced newsrooms, and a high turnover of journalists. But now, we are seeing the conservative media moguls who own these platforms using their power to influence content and reinforce right-wing messaging. Some of our trusted and beloved journalists have voluntarily left – or were forced out of – their long-held jobs because of this shift.
Ditch the Vanity Metrics—Find Real Reach
Let’s face it – mainstream media is losing its clout, and punditry is not as pivotal in shaping discourse as it once was. Major newspapers and cable networks are still avenues to reach the masses and highlight local stories, but frankly, these press hits are more often a vanity metric than an indicator that you’ve engaged your target audience.
So how do we reach our people – the people who are impacted by the work we are doing and the ones who can be moved into action? How do we work with the media when newsrooms are decimated or infiltrated by business interests, and few trust the news anyway?
How We Can Reach Our People Now
Many of the disgruntled journalists who left mainstream media outlets have started their own platforms and brought their following with them. These outlets tend to cover social and political issues using a progressive lens and attract audiences that feel frustrated and alienated by the imbalanced coverage by legacy media. Their audiences likely represent our “base,” folks who are fired up about what’s happening in our communities and want to do something.
Right now, we have a prime opportunity for communications professionals to build relationships with independent media makers and outlets.
Advantages of Independent Media vs Legacy Media
Independent outlets tend to be less competitive than legacy media, and the people who operate them or work for them are generally committed to the craft of journalism. There’s more of a shared ethos of journalism as a guardrail for democracy (remember the “fourth estate”?) and a commitment to reporting facts and stories for the public good. This is not to disrespect the talented reporters and producers who are holding up our legacy media institutions on the inside, but their job has gotten a lot more challenging and there’s less space for progressive viewpoints.
Many journalists running or working for independent platforms are particularly open to pitches from progressive communicators because they want to find angles and perspectives that are not being covered in legacy media but are critical to understanding an issue. Because of the onslaught of political news (and propaganda), independent journalists are doing much of the “meaning making” in these overwhelming news cycles. And because many of these journalists have left corporate-controlled media due to the censorship and conservative slant, they aim to offer a social justice analysis. This is where communicators like us can help them do their jobs – together, we can amplify voices and perspectives that may be ignored or silenced by major media outlets.
From Substack to Bluesky: Where the Conversation Is Happening
Social media is a major driver for independent news outlets, even though most platforms are corporate owned by CEOs who have been sucking up to this administration.
Many journalists have built their audiences on YouTube and/or Substack – which both have a history of supporting right-wing extremist messaging – but are places where people engage with information and where similar content is recommended to viewers/readers. (YouTube is the 2nd most popular social media outlet, only slightly behind Facebook.) This has been a way for independent media makers to monetize their content as well as grow their following.
Simultaneously, Bluesky, an independent company, is where many journalists are hanging out, sharing their work, and actively looking for sources. As long as you’re not a troll, independent media makers are open to engaging, especially if you have information or resources to help them with reporting and storytelling. Since many journalists migrated from X/Twitter in the last couple of years, Bluesky has grown exponentially since the 2024 election as a home for progressive conversations.
Where Journalists Are Finding the Real Story
This administration’s strategy of “flooding the zone” has inspired many independent journalists to double down in countering the biased reporting of mainstream outlets. Many are actively seeking out anonymous sources who are being directly impacted by DOGE cuts, ICE raids and the onslaught of other horrors.
For example, Marisa Kabas, an independent journalist who runs “The Handbasket,” broke the story about the federal workers’ email offering a “payout” to resign via her website and Bluesky. National mainstream media took her reporting and ran with it, but anonymous sources trusted her enough to give her the intel. It’s a lesson in the power of independent media – they can drive a news cycle, and mainstream outlets will source stories from their reporting.
6 Actionable Ways to Collaborate with Independent Media
Here are some concrete steps you can take to find and build with independent journalists and outlets:
- Join Bluesky – I know it can be frustrating to have to navigate another social media platform, but if you’re involved in media relations, it’s the best place to connect with journalists. If you need a place to start, I have a couple of lists that I’ve cultivated to help you find connections: Progressive and Independent Outlets and Journalists/Producers. The Lightbox Collaborative team also created a Rapid Response Resource with a tab specifically noting independent outlets and their Bluesky (and other social media) handles.
- Look locally – Local media can sometimes be the best and most effective way to reach audiences that you want to build with or take action. Local organizing is a powerful tool, and we are seeing its impact in local elections. Don’t neglect the local outlets in your community that need your stories!
- Talk to your colleagues and friends – Ask around to see who your colleagues, inside and outside of your organization, are following and what they are reading or listening to. Speak with your friends, especially the ones who may be similar to the audiences you want to reach. Find out who they trust as messengers and where they get their news and information.
- Look at who your favs are following – A great way to expand your contact list is to see who your favorite journalists and media makers are following and engaging with.
- Reach out with helpful resources – Start to build a relationship by offering relevant information to their work, either publicly on Bluesky (or other social media) or privately via email if their address is available.
- Amplify their work – Sharing, reposting, liking their work and subscribing to their outlets really helps spread solid journalism, and it also matters to the journalists and creators. Repost or share with a comment about why people should read this and it may help you get on their radar.
Janna A. Zinzi (aka jaz) is a strategist and storyteller uplifting cultural changemakers in the arts and social justice. With over 20 years of experience, she’s provided media strategy, spokesperson training, and capacity building to thousands of nonprofit leaders. Janna co-founded WanderWomxn, a travel agency connecting women and gender expansive people of color with cultural, sustainable adventures. She’s also a travel journalist with bylines in Conde Nast Traveler, Essence, AFAR, and more. A lifelong student of AfroDiasporic dance, Janna is based in New Orleans.