Washington Post’s shifting PR strategy reflects changing media playbook
Talking Points highlights the topics, trends, and technology defining the media and communications sectors.
Washington Post’s shifting PR strategy reflects changing media playbook
In a leaked memo to staffers last month, The Washington Post confirmed it would be dramatically shifting its PR strategy amid a round of layoffs. Here’s the quick scoop:
The Post confirmed it would reposition its PR unit and “stop the dedicated practice of publicity for our journalism across broadcast and traditional media outlets."
The company emphasized its need to reach new audiences and make its journalism accessible, explaining that they “no longer believe traditional outreach is the way to get us there.”
Executive editor Matt Murray later added that the publisher has faced “multiple challenges” across the business, including “shifting habits of audience” and “the way technology has upended the format and delivery of news."
A move like this from one of the largest and well-known publishers begs the question: how should media companies be approaching PR in the age of new media and narrowing comms budgets?
We’ve worked with several digital media companies over the years, starting as early as 2010 with CBS Interactive, who we worked with for over 10 years prior to the merger with Viacom. As we continue to work with both publishers and social media companies, we’ve seen first-hand how news and information consumption has evolved over the last decade–creating downstream effects on how PR amplifies their work.
Here’s how we’re thinking about the media comms playbook in 2025.
Elevating editorial superstars through multimedia
The influence of creators today cannot be overstated, and reporters are often beginning to find success blurring the lines as influencers by expanding into new mediums and content (think: short-form social videos, podcasts, on-camera work). The Post says as much too, noting that “personalities and creators will lead the way” in this new media paradigm. Clearly, this is a trend going both ways, as podcasters and influencers increasingly gain recognition as accredited press, even in environments as high stakes as the White House.
Not only does this adapt coverage for more platforms and audiences, but it allows journalists to build massive personal brands that concretely connect themselves to the core editorial work they do, establish them as experts, and elevate the publishers they represent. More on this below in our chat with David Rumsey (spoiler alert).
Focus on exclusive information
When amplifying editorial work, the key is not to pitch what everyone else is already writing about, but rather to focus your attention on exclusive information and key sources. Being the first to report new information or the only publication to secure an interview with a coveted business leader or celebrity will naturally generate organic press pickup. The extent of that organic coverage relies on a lockstep relationship between comms and editorial, where the two can plan and execute on top of one another’s work.
Highlight product innovation and growth
The longevity and cultural relevance of traditional media has been one of the most pressing topics as media companies look for ways to navigate a shifting information environment. Showcasing how your brand is adapting to change and staying ahead of the curve to cater to today’s readers is key–whether it’s leveraging social media-native creators or a never-before-done AI integration.
Great data, such as notable subscription growth, readership increases, and similar proof points will also be key in driving home the value of product innovation and capturing attention amid the current landscape.
On-Record with Front Office Sports’ David Rumsey
If you’re a Front Office Sports subscriber, you might’ve noticed the name David Rumsey gracing the top of your sports business newsletters.
The Charlotte, North Carolina native started his media career as a reporter at Sports Business Journal in 2016. At SBJ, Rumsey tackled multiple roles–from staff reporter to editor–and when the company acquired SportTechie in 2021, he took on a new position writing its newsletter, now known as SBJ Tech.
After seven years with SBJ, Rumsey left for FOS in 2023 where he now writes the company’s twice-daily newsletter ‘The Memo’ for its more than 800,000 subscribers. FOS is one of many different media brands underscoring that newsletters are bigger and more relevant than ever in 2025, so we asked him: why have newsletters become such a dominant product?
Sometimes, simplicity is the best answer. Rumsey acknowledged that signing up and receiving content through email is “just easy.”
“You’re there consistently, and it’s a lot easier for people to just pop open their phone if they see a subject line that they like and give it a read for a couple of minutes,” he says. “When you put it in their inbox it’s there waiting for them right away when they want it or… save it for later in the day.”
Observers may have noticed FOS reporters are also publishing more video content on their social channels–Rumsey features his sports biz news on LinkedIn, TikTok, and Instagram. He says it’s something the team is looking to do more of in the future, and that the same content can be adapted in a variety of ways.
“There’s a lot of different ways you can hit it beyond just a web story.”
Rumsey says the effort is not just a way to repackage their content for other mediums, but that it’s part of a broader shift in media consumption that’s driving changes across reporters’ responsibilities.
“Things are definitely changing,” Rumsey said of the media industry, adding that the work reporters do on a day-to-day basis has shifted to accommodate how audiences consume information.
“I think there’s still room for reporting news stories online and in our newsletter.. but I think we as journalists have to be more cognizant of how to reach the audience, and I think a lot of this is video and social media,” he said. “It’s about amplifying what you’re doing with more digital stuff because that’s frankly just how more people see.”
It’s a trend reflected in the rise of independent journalism, as well. Reporters turned solopreneurs can no longer rest on technical writing talent and deep source lists; launching a new Substack (or in some cases, an entire media brand) calls for knowledge of how to brand, market, sell, interpret data, design, rank, and much more.
A note from our Founder & CEO Jennifer Acree: How JSA+Partners is helping wildfire victims
Like so many of you, we are heartbroken by the devastating impact of the recent Los Angeles wildfires.
Many of us at JSA+Partners have been personally affected, including myself. While I’m incredibly grateful my own home is still standing, my parents lost their home–the one I spent my childhood growing up in–along with everything in it, as did countless of my closest friends. Growing up in the Pacific Palisades, I can tell you that loss extends to the foundation of our community–the neighborhoods, parks, schools, restaurants, and so many shared spaces that thousands of us called home.
In the wake of such devastation, JSA+Partners is leading the formation of the LA Strong Comms Coalition, a group of incredible local communications agencies. Together, we’re offering local businesses impacted by the fires pro bono public relations work to help them get back on their feet. Whether you have a product to sell, a service to offer, or a story to tell, we are committed to helping our community rebuild on this long road to recovery.
You can find more details on the LA Strong Comms Coalition and our mission here.
What we’re working on ☕
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Story ideas, feedback, or just want to get in touch? Email us at contact@jsapartners.co or drop us a line on LinkedIn.