Media is changing. Here’s why your content strategy should too

The way people consume information continues to change and organizations need to adapt their content strategies to evolve with this new reality.  

It has been just over two years since Canada enacted the Online News Act, a law requiring online platforms to compensate news organizations for sharing and distributing their content. Under this legislation, search engines and social media platforms must negotiate licensing agreements with publishers to make news accessible to their users. 

Major media companies have adjusted their business strategies in response. Google, for instance, committed $100 million to the Canadian Journalism Collective in exchange for exemption from the Act. Meta, the parent company of Facebook and Instagram, chose a different path, opting to restrict news access for Canadian users rather than providing funding.  

As of January 3, 2025, Google confirmed that the pledged funds had been sent, signaling its compliance with the agreement. With this in mind, organizations are encouraged to diversify their content distribution channels, reduce their reliance on third-party platforms and invest in owned channels to strengthen direct audience engagement. 

Beyond this, the continued rise of social media and podcasts has transformed how audiences consume content, while traditional media outlets face declining ad revenues and increased competition, making it harder to maintain influence. 

With the potential for a change in government and ongoing challenges associated with the Online News Act and new forms of media, securing media coverage and effectively reaching target audiences is becoming increasingly complex.  

Here are a few challenges that we think organizations need to be ready for:  

Shrinking Newsrooms 

Journalists today are part of a turbulent industry. Many reporters have changed beats, while others have been laid off. Just last year Bell Canada cut 4,800 jobs and sold 45 radio stations.  

Shrinking newsrooms have made it difficult for organizations to garner media attention. Traditional methods like cold pitching and spontaneous calls are no longer as effective, making it essential to adapt your approach. Building relationships with journalists covering your industry can be valuable, but high turnover makes it challenging to rely on. Instead, focusing on assembling key information, resources, and spokespersons and proactively sharing them with journalists increases the chances of securing coverage. 

Limited Media Distribution 

The Online News Act has restricted the sharing of Canadian news articles on social platforms. This limitation reduces opportunities for organizations to build brand awareness and share successes online. When building brand reputation and a thought leadership profile, you need to be able to amplify your story and tell the right people about it. Without the ability to share news on social platforms, companies face barriers to reaching their audiences. Thus, relying on your owned channels has become critical.  

Whether it’s a blog on your website, a newsletter to subscribers, or an infographic on social media, owned channels give you complete control over the content, timing, and audience. 

Competing with New Media 

Traditional media outlets are struggling to compete with new forms of media. User-generated content on platforms like TikTok and Instagram, offer tailored, on-demand content but also create a fragmented media landscape, intensifying competition for attention. 

The shift to digital channels has reduced the influence of traditional media, prompting organizations to reevaluate their media strategies. While this transition offers opportunities for direct audience engagement, it also demands substantial investment in content production and a strategic approach to align with audience preferences. In 2024, digital advertising spending in Canada reached an estimated $20 billion, reflecting a nearly 10% increase from the previous year. This growth is expected to continue as organizations diversify their spending across various channels and seek to grow their audiences. 

With this in mind, here are some modern media relations strategies that we believe will lead us into the future.  

1. Keep your finger on the pulse: Stay informed about the media channels your audiences are following. New media channels continue to displace traditional media so understanding where your audience is consuming content is key to ensuring they are being targeted effectively.  
2. Place a focus on owned content: Publishing content on owned channels has significant advantages. Not only will you have the ability to control the brand messaging being used, it also provides a foundation for other types of media. By developing your owned channels, you can leverage paid tactics to drive your audiences to this content, advancing its engagement and reach. 
3. Integrating paid into your content strategy: While prioritizing owned content is essential for building a strong and sustainable digital presence, incorporating paid media allows you to drive traffic to your owned channels, where you have full control over messaging, branding, and user experience. This balanced approach strengthens brand visibility, fosters audience growth, and maximizes the impact of your content strategy. 
4. Embrace Newer Mediums: With traditional media facing constraints, leveraging newer platforms is critical. Podcasts, newsletters, Reddit AMAs, online publishers like Substack, and other digital formats provide opportunities to reach audiences where they consume information. Being receptive to new mediums, taking time to learn about them and discovering how to incorporate them into your strategy can enhance engagement and visibility. 

Spotify has effectively applied these strategies in its media approach. In addition to paid partnerships and sponsorships, its widely recognized annual user listening recap, “Spotify Wrapped,” serves as a prime example of an “owned channel.” While created in-house, Spotify Wrapped gains significant traction through earned media (extensive news coverage), shared media (user-generated social posts), and paid media (targeted advertising). It is a successful strategy across multiple media channels.  

Media in Canada continues to evolve, presenting challenges and opportunities for organizations seeking to build their brands and communicate effectively. Companies that embrace new technology are the ones that will stay ahead and continue to thrive amidst the digital changes we are experiencing. 

With that said, it is evident that by staying informed, balancing tactics, and embracing new platforms, companies can navigate these changes and thrive in a modern media environment.