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

This trend in particular clear Among Generation Z, who show little interest in traditional news sources. Instead, they prefer fast-paced, bite-sized content from influencers.

Are legacy 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 the global media

last year, more 8,000 journalists have been laid off in the UK, US and Canada, according to the Press Gazette. This trend continued into 2024, with layoffs affecting not only startups but also media giants like Vice, CNN, and The Wall Street Journal.

Moreover, these cuts are not just a response to temporary economic hardship, but rather symbolize a deeper shift in how people consume information. The reality is that many traditional media outlets are struggling to stay profitable as advertising revenues dwindle and audiences shift to digital platforms.

The encryption media was not spared either. Last year, The Block laid off A.J third of its employees after a leadership change, and CoinDesk followed this trend to cut 45% of the editorial team. The acquisition of The Block by Foresight Ventures and CoinDesk by Bullish signals a transformative period for both platforms, with ambitious plans for global expansion and entering new markets. The merger of cryptocurrency publication Forkast and CryptoSlam in 2023 underlined another shift in media consolidation and evolution.

Media outlets are also restructuring their platforms by adding community sections and creating specialized newsletters for journalists or specific topics to boost engagement. Along with these changes, media outlets have explored new monetization strategies. For example, Cointelegraph and The Recursive have launched their own marketing agencies.

Can influencers be effective without adhering to editorial standards?

While the media is struggling, influencers appear to be thriving, quickly gaining millions of followers and shaping public opinion on everything from consumer behavior to political outcomes. But here's the twist: Are they really affecting the noise or are they just amplifying it?

Article by Michal Melevich Highlights As the impact ecosystem leans towards participatory farming, meaningful impact is replaced by shallow interactions, casting doubt on its actual impact. The goal of influencers was originally to inspire and shape opinions. However, as the ecosystem becomes a cycle of participatory farming, smaller influencers follow larger influencers not for inspiration but to leverage their broader reach.

As a public relations professional, I can confirm this trend. We increasingly select influencers not based on the number of subscribers but on the followers they attract. We prioritize those followed by influencers, such as editors-in-chief of major publications and business leaders, who have a significant impact on their industries.

By focusing on algorithm-driven engagement, influencers make room for shallow interactions that can only attract fleeting attention, thus undermining trust in the influencer economy.

New Federal Trade Commission Systems Cracking down on fake likes and followers underscores the risks associated with this model, as it targets those who use bots or other inauthentic methods to amplify their presence. In short, influencers who rely on inflated metrics are now coming under scrutiny.

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

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

In public relations, we will need to rethink how we measure success. Instead of focusing solely on follower numbers, we will need to look at the depth of engagement and trust that influencers have built with their audiences.

Media does not die, it evolves

Whenever a new communications platform emerges, there are predictions of the demise of old media. We heard such claims when radio, television and the Internet arrived, and now they have resurfaced with the rise of social media influencers.

And yet, here we are – still reading newspapers, still watching TV, still visiting news sites.

Although traditional media undoubtedly faces challenges, it is still far from becoming obsolete. Some journalists are taking matters into their own hands by forming cooperatives to regain control of their profession. Ports like Hell Gate and dissident It offers subscription-based models that focus more on loyalty and community than advertising revenue, proving that quality journalism still has a place.

Representatives of the following media participated in the voting: VentureBeat, Crypto.news, Invezz, NBC news, Tech.eu, Euronews, Hedge Fund reporter, AMB Crypto, Decrypt, Digital Frontier, and Bankless Times. Established media organizations are partnering with influencers to capitalize on their huge audiences. NBCUniversal's collaboration with TikTok and YouTube influencers to cover the Summer Olympics is a prime example of how media is evolving. 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 outlets and influencers will depend on the quality of the content they produce. In an age where attention spans are short and the lure of viral, fast-hitting content is strong, those who prioritize depth, authenticity and meaningful storytelling are the ones who will survive.

As PR professionals, we must be mindful of the narratives we endorse. Collaborating with influencers can yield great results, but only if we are intentional about working with those who prioritize quality over quantity.

Traditional media retains a vital role, especially when it comes to investigative journalism and editorial oversight, areas that influencers, no matter how popular, cannot match.

Moving forward, we need to ask ourselves: What stories are we promoting? Do they really deserve the attention they get? In the end, it's not the platform or popularity that matters, but the substance of the message and our sense of responsibility.