PR perspectives on the end of media and influencers

Disclosure: The views and opinions expressed here are solely those of the author and do not necessarily represent the views and opinions of crypto.news editorial.

The media is facing a major crisis, with significant staff cuts and falling ratings. Much of the audience has turned to social media influencers like TikTokers and YouTubers, who amass large followings and influence everything from consumer habits to political decision-making.

This trend is especially evident among Generation Z, who pay little attention to traditional news sources. Instead, they prefer fast-paced, bite-sized content from influencers.

Is old media dying and what should industries, including PR, do to adapt to this new reality? Are influencers really taking the lead and do they have the potential to completely replace traditional media?

Difficult days for global media

More than 8,000 journalists were released in the UK, US and Canada last year, according to Press Gazette. This trend continued in 2024; The layoffs affected not only startups but also media giants such as Vice, CNN and The Wall Street Journal.

Moreover, these cuts are not just a response to temporary economic hardship; It also symbolizes a deeper transformation in the way people consume information. The reality is that many traditional news outlets are struggling to remain profitable as advertising revenues decline and audiences shift to digital platforms.

Cryptomedia was not spared either. Last year, The Block laid off a third of its staff following a leadership change, and CoinDesk followed that trend by laying off 45% of its editorial team. The acquisition of The Block by Foresight Ventures and CoinDesk by Bullish marks a period of transformation for both platforms, with ambitious plans for global expansion and entering new markets. The merger of crypto publication Forkast and CryptoSlam in 2023 has highlighted yet another shift in the consolidation and evolution of media.

Media organizations are also restructuring their platforms by adding community sections and creating special newsletters for journalists or specific topics to increase engagement. Alongside these changes, media organizations are also exploring new monetization strategies. For example, Cointelegraph and The Recursive established their own marketing agencies.

Can influencers be influential without adhering to editorial standards?

While media outlets struggle, influencers seem to be thriving, quickly gaining millions of followers and shaping public opinion on everything from consumer behavior to political outcomes. But here’s the interesting part: Do these actually affect the noise, or do they just amplify it?

Michal Malewicz’s article highlights that as the influencer ecosystem moves towards participation farming, meaningful impact is being replaced by shallow interactions, casting doubt on their true impact. Influencers were originally intended to inspire and shape ideas. But with the ecosystem evolving into a cycle of engagement farming, smaller influencers are following larger ones not for inspiration but to capitalize on their broader reach.

As a PR professional, I can attest to this trend. We increasingly choose influencers not by the number of subscribers but by the followers they attract. We prioritize people followed by influential figures who have a significant impact on their industries, such as editors-in-chief of leading publications and business leaders.

By focusing on algorithmically driven interaction, influencers are giving way to superficial interactions that only manage to attract temporary attention, thus undermining trust in the influencer economy.

New Federal Trade Commission regulation cracking down on fake likes and followers highlights the risks associated with this model by targeting those who use bots or other inauthentic methods to inflate their assets. In short, influencers who rely on inflated metrics are now under scrutiny.

What is particularly interesting is that this regulation likely marks the beginning of a broader trend of boundary setting in digital spaces.

With AI now deeply integrated into content creation, AI-generated influencers raise complex questions about authenticity and trust. The lines between real and produced content are blurring, so creating ethical frameworks for digital platforms becomes imperative.

We will need to rethink how we measure success in public relations. Rather than focusing solely on follower counts, we will need to consider the depth of engagement and the trust influencers have built with their audiences.

Media is not dying, it is evolving

Every time a new communication platform comes into play, predictions of the demise of old media emerge. We heard such claims when radio, television and the internet emerged, and now they have reemerged with the rise of social media influencers.

But still here we are; We still read newspapers, we still watch television, and we still visit news sites.

While traditional media undoubtedly faces challenges, it is far from obsolete. Some journalists are taking matters into their own hands, forming cooperatives and collectives to regain control of their profession. Outlets like Hell Gate and Defector are proving that quality journalism still has a place by offering subscription-based models that emphasize loyalty and community over advertising revenue.

Representatives from the following media organizations participated in the voting: VentureBeat, Crypto.news, Invezz, NBC news, Tech.eu, Euronews, Hedge Fund reporter, AMB Crypto, Decrypt, Digital Frontier, Bankless Times. Established media outlets are collaborating with influencers to capitalize on their large audiences. NBCUniversal’s collaboration with TikTok and YouTube influencers to cover the Summer Olympics is a prime example of how media can evolve. These partnerships help legacy outlets stay relevant while adapting to new consumption patterns.

Moving forward: High-quality content will dominate

Ultimately, the future of both media and influencers will depend on the quality of the content they produce. In an age where attention spans are short and the appeal of viral, fast-paced content is strong, those who prioritize depth, originality and meaningful storytelling are here to stay.

As public relations professionals, we must be careful about the narratives we support. Collaborating with influencers can yield great results, but only if we are intentional about working with those who prioritize quality over quantity.

Traditional media remains vital, especially when it comes to investigative journalism and editorial control; These are areas that influencers cannot match, no matter how popular they are.

Going forward, we need to ask ourselves: What stories are we promoting? Are they really worth the attention they receive? In the end, what matters is not the platform or popularity, but the essence of the message and our sense of responsibility.

Yely Kopan

Yely Kopan is the CEO, founder and public relations consultant of XPR.Group. With more than 20 successful PR projects, Yely has achieved organic coverage in top outlets such as The Wall Street Journal, Forbes, Bloomberg and Reuters, generating over 100 million monthly views for his web3 projects. He has led successful PR launches in markets across the UK, Ireland, Canada, the Middle East, North America and Europe. A certified expert in Crisis Communications Planning by CIPR, Yely is also the creator of TV show formats and host of the Voice of the Web3 podcast.