The Canadian media industry is shrinking making digital public relations more important than ever. It’s been in decline for over a decade, but recent events highlight just how dire the situation has become. TVO’s decision to lay off journalists as it pivots away from written news is a stark reminder of the challenges traditional media faces. The META Canadian news link ban has only accelerated this decline, cutting off a critical source of traffic and revenue for news outlets. By restricting the sharing of news links on Facebook and Instagram, the ban has further strained an already fragile industry.
For PR professionals, this shrinking media landscape is confounding. With fewer journalists to pitch, the competition for attention has never been fiercer. Yet, these changes also force us to rethink our strategies and find new ways to tell our stories. Over the years, I’ve seen how adaptability and a focus on fundamentals can help us thrive in this evolving environment.
Media consolidation is nothing new, but, sadly, it has reached a point where there are far fewer journalists and independent newsrooms in Canada. This creates a significant challenge: pitching opportunities are limited, and journalists are inundated with story ideas. However, there’s a hidden benefit to this consolidation—the network effect.
I pitched a story about a local cybersecurity training company to CBC Ottawa Morning, the top breakfast radio show in the city. The producer loved the story and pushed it national. As a result, my client participated in eight live interviews with CBC morning shows across the country, including major markets like Toronto and Calgary. This kind of amplification wouldn’t have been possible without the interconnected structure of the CBC. I’ve had similar experiences with PostMedia and Bell Media.
As mainstream media shrinks, niche influencers are stepping in to fill the gap. Podcasts, blogs, TikTok and Instagram creators, and YouTubers now play a critical role in connecting with audiences.
In Canada, podcast consumption is on the rise, with 38% of Canadians listening monthly. Podcasters like Ryan Holtz and Darian Kovacs both have popular interview-style shows covering businesses and entrepreneurs with large listener bases. Locally, creators like Carla Salazar and Elser Mitchell have large and highly engaged followings. For brands, these influencers offer a unique opportunity to reach specific audiences in ways traditional media just can’t replicate.
The Powever of the Digital Public Relations Framework
For the past decade, I’ve built every PR strategy on the Earned, Owned, Shared, and Paid (EOSP) framework. This holistic approach ensures maximum impact, balancing the strengths of each pillar to create a cohesive strategy. When any one of these pillars is missing, ROI suffers, and the overall strategy loses effectiveness. Here’s how each element plays a critical role, along with examples from my experience:
- Earned Media: This is the credibility builder—media coverage you don’t pay for but secure through storytelling and relationship building. It’s invaluable for reaching key audiences and shaping public perception. For instance, I worked with a client who wanted to influence Winnipeg city council policy. Through a month-long campaign generating consistent local media coverage, we successfully influenced the council’s vote in our favour.
- Owned Media: This is the content you control—your website, blog, podcasts, newsletters, etc. It’s where you shape the narrative, highlight your expertise, and connect directly with audiences. One of my public sector clients wanted to lead the conversation on a transformative industry trend. We launched a 10-episode podcast series exploring the trend from various angles, which opened up global audiences and significantly bolstered their leadership positioning.
- Shared Media: This is your social media presence, where you engage with your audience and build community. During the pandemic, I helped a business improvement association launch a daily social media campaign encouraging people to support local businesses. The effort not only kept businesses afloat but also drove measurable increases in sales. Similarly, I worked with an art gallery to publish daily social media content during lockdowns, sparking dialogue with stakeholders and strengthening relationships.
- Paid Media: This is the foundational pillar that enhances the visibility of the other three. Paid campaigns amplify earned placements, push owned content to broader audiences, and ensure shared media isn’t lost in algorithmic noise. Without it, your efforts can lack the reach they deserve. Whether it’s a social media ad buy or sponsored content in a key publication, paid media ensures your message gets seen by the right people at the right time.
TVO’s layoffs and META’s news link ban are sobering reminders of the challenges facing Canadian media. Yet, these shifts also highlight the need for PR professionals to adapt. By integrating strategies like the digital public relations framework, leveraging niche influencers, and finding creative ways to amplify stories, we can navigate this evolving landscape successfully.
The tools we use may change, but our mission remains the same: to tell authentic stories that connect and inspire.
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