You’ve spent so long or so much money agonizing over the perfect PR message. You’ve crafted it, polished it, and made it sparkle like a diamond in a Rihanna song. And now, you’re ready to shout it from the rooftops. But…where are you shouting it from? Because the truth is, the medium you choose to deliver your message is just as important as the message itself.

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Marshall McLuhan still rings true today. Maybe even more than ever. The medium is the message.

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Still with me? Good. Let’s dive into why your choice of platform, outlet, or carrier pigeon (hey, I don’t judge) matters in your PR strategy and how to make those choices work for you, not against you.

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What Does “The Medium is the Message” Even Mean?

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Let’s start with the OG concept. Marshall McLuhan, THE media studies genius, argued that the way a message is delivered shapes how it’s perceived. In other words, the medium you choose carries its own vibe, tone, and subtext. In PR, that’s pure gold… or kryptonite, depending on how you play it.

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Announcing your sustainable fashion line in a tabloid known for celebrity fashion mishaps sends a completely different message than launching it in an eco-conscious magazine. 

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See the difference? Good. Let’s move on.

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The Power of Choosing the Right Channels

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Where you deliver your message isn’t just logistics; it’s strategy. The right choice can make your PR campaign soar or crash and burn faster than you can say, “Who approved this?”

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Trust and Credibility: Certain outlets just get your audience. If you’re a tech startup, dropping your big announcement on TechCrunch, a in-depth product reviewing blog or an influencer (micro of macro) in the space tells the world you’re legit. Sharing the same news on your personal blog or a random newspaper? Eh, maybe not.

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Social Media Audience Alignment: Unless you’re doing PR for oxygen, your audience isn’t everyone everywhere. They’re in specific spaces, soaking up content that resonates. If you’re targeting Gen Z, you’d better be fluent in TikTok trends (and maybe know how to hit the Griddy). But if you’re speaking to C-suite execs? LinkedIn is your best friend, but leave the dance moves at home.

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Media Outlets Set the Tone: Your choice of media outlet is a reflection of your brand. Pitching to a trade publication like AdAge for an advertising-focused campaign signals expertise and industry relevance. In contrast, getting featured in a mainstream outlet like The New York Times gives your story mass appeal and credibility on a national level. Both are valuable, but they speak to different audiences and purposes.

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Reinforcement: The medium should amplify your message, not dilute it. A visually stunning campaign will thrive on Instagram, while a data-driven thought leadership piece will feel right at home on a platform like Medium or Forbes. It’s all about playing to the strengths of the channel.

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Earned Media Builds Credibility: Unlike paid placements, earned media comes with a built-in trust factor. When your story appears in a respected publication, it carries the weight of third-party validation. For instance, a feature in The Wall Street Journal on your business’s innovative approach to sustainability is far more impactful than a self-published press release.

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Targeted Pitches Yield Better Results: Generic pitches don’t cut it anymore. Tailoring your outreach to fit the specific angle of a publication not only increases your chances of coverage but also ensures the story lands where it matters most. For example, if you’re launching a health product, securing a feature in Healthline will resonate more with your target demographic than a broader publication.

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The Impact of Local Media: Don’t underestimate the power of local outlets. For instance, a startup in Austin, Texas, might see huge benefits from coverage in the Austin American-Statesman. Local media often fosters community connections, helping you build a loyal regional audience.

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Real-Life Examples of “Medium is the Message” in PR

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Let’s talk examples! The good, the bad, and the “what were they thinking?” moments.

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The Good: In 2014, Airbnb turned its rebranding into a media masterstroke by targeting outlets like The Verge and Wired to explain the strategy behind its new logo and vision. This earned coverage highlighted their design thinking and future plans, creating a buzz that reinforced Airbnb as an innovative industry leader. 

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The Bad: In 2017, Pepsi’s attempt to address social justice issues through an ad featuring Kendall Jenner backfired. The company didn’t strategically use credible media outlets to frame their narrative, leaving the ad to be dissected and criticized without context. Articles in major outlets like The New York Times only added to the backlash by pointing out the campaign’s tone-deaf approach. 

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The Ugly: In 2010, BP’s handling of the Deepwater Horizon oil spill became infamous. While the company issued updates via press releases, they failed to effectively utilize trusted media outlets to share their response plan. As a result, coverage from The Guardian and BBC News emphasized the environmental damage and corporate missteps, leaving BP unable to control the narrative. 

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How to Choose the Right Medium for Your PR Strategy

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Now that we’ve all had a good laugh at others PR mishaps, here’s how to select your channels like a pro: 

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Step 1: Know Your Audience

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Do your homework. Where does your audience hang out? What kind of content do they consume? If you don’t know, ask them. Surveys, social listening, and good ol’ analytics tools are your BFFs.

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Step 2: Understand the Medium’s Context

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Every publication has its own vibe. But make no mistake, not every fashion magazine is equal. Vogue has a very different readership than even Teen Vogue, and we’re not just talking about the age of the readers (Teen Vogue has a reputation for running with very progressive articles that tackle big issues that Vogue might never touch). 

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Step 3: Test and Measure

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Start small. Try your message on a couple of platforms and see what sticks. Use data to guide your decisions, not your gut. (Unless your gut is always right, in which case, share your diet plan.)

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Step 4: Ask the Hard Questions

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• Does this channel align with my brand?
• What does this channel communicate about my brand?
• Will my audience trust this outlet?
• Can this medium amplify my message?

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If the answer is no or vague, a pivot may be in order.

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Wrapping it All Up

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Here’s the takeaway: In PR, just as in advertising, the medium really is the message. Where you say something can shout just as loud as what you’re saying. Choose your channels wisely, align them with your audience, and watch your campaigns hit all the right notes.

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Now go forth and refine your PR game.

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