The New Realities of PR: How Media Relations Have Evolved — and What to Expect Today
Why traditional public relations has changed, and how hospitality brands can adapt with clarity and strategy
When I started in public relations, things looked very different. We weren’t emailing editors or sharing Dropbox links. We were mailing press releases, faxing media alerts, and relying on print publications as the ultimate measure of success. Print was king. Digital coverage barely existed. We pitched stories (gasp!) over the phone.
Over the years, that world has changed dramatically. Today, the center of gravity in PR has shifted from print to digital — and from newsroom desks to freelance contributors. While glossy magazine features are still celebrated (and we’ll always love them), the landscape is now rooted in digital storytelling, expert sourcing, and affiliate-driven editorial models.
It’s not better or worse — it’s just different.
Public relations was the foundation of my career and of Isabelli Partners as a company. It remains one of the most dynamic and relationship-driven disciplines we practice, precisely because it requires such a thoughtful balance of art, strategy, and timing.
At Isabelli Partners, we’ve evolved our approach to PR to reflect today’s realities, while still honoring the human side of the work. We believe in relationships, responsiveness, and credibility above all.
Here’s how we see the landscape now:
1. The media world has changed — and so has its structure
Two decades ago, nearly every major publication had full-time editors, writers, and reporters assigned to specific beats. Today, many of those positions have been replaced by freelancers who contribute to multiple outlets simultaneously.
That creates both opportunity and complexity. On one hand, a single journalist who believes in your story might write about it for several different outlets. On the other hand, there’s more competition for their attention — and no guarantee a pitch will turn into coverage.
Relationships still matter deeply, but they look different now. We work every day to maintain long-standing connections with television producers, editors, freelancers, and the staff reporters who remain. These relationships are built on trust — a mutual exchange of information and respect.
When we pitch a story, we’re offering our best, most accurate version of that story. We trust the journalist to bring it to life thoughtfully, but ultimately, it’s at their editorial discretion based on their audiences. That trust is the foundation of modern PR.
2. Strong relationships lead to stronger stories
Behind every piece of coverage is an invisible web of details, preparation, and follow-through.
At Isabelli Partners, we do far more than send a pitch. We:
Ensure our clients are prepared for interviews, understand key messaging, and can speak authentically about their story.
Anticipate the kinds of questions a journalist might ask — and rehearse answers that are both natural and on-brand.
Respond immediately when a reporter requests photography, fact checks, or additional context.
These small touches matter. They demonstrate reliability and professionalism, which strengthens relationships and increases the likelihood of future coverage.
It’s not transactional — it’s relational. And in PR, relationships often determine results.
3. The value of digital coverage has grown exponentially
There’s still something special about seeing your brand in print — a glossy magazine spread will always hold emotional weight. Is there anything better than the smell of a freshly printed magazine? But digital coverage delivers reach, immediacy, and measurable impact.
Online stories often include backlinks that drive web traffic and improve SEO. They’re easily merchandisable across social and email channels. And they remain searchable long after the publication date, extending visibility well beyond the life of a print issue.
So while we’ll always pursue those coveted print moments, most of today’s meaningful visibility happens online, where readers discover, click, and engage.
4. Affiliate marketing has reshaped editorial priorities
One of the biggest shifts in modern PR is the rise of affiliate-driven content. Major food, travel, and lifestyle publications now rely heavily on affiliate revenue.
That means editors and freelancers are thinking about what performs as much as what informs. A story like “The Five Kitchen Knives Top Chefs Swear By” might not sound like a direct restaurant feature — but if a chef we represent is quoted, and that story links to their restaurant or products, that’s valuable visibility and authority.
It’s the new reality: affiliate-linked stories generate clicks, and clicks generate revenue. Smart PR recognizes how to work within that ecosystem while still protecting brand integrity.
5. Press releases still have their place — when used thoughtfully
In an age of personalization, the humble press release still serves a purpose. We don’t believe in a “spray and pray” approach — blasting the same release to hundreds of contacts and hoping for coverage.
But we do believe that when there’s a significant moment — a launch, rebrand, expansion, acquisition, new hire, or special event — a well-crafted press release is essential.
It provides journalists with:
A concise, factual backgrounder in one place
Direct access to photography and links
Accurate details that can be referenced for future stories
Releases also work beautifully for roundups or themed coverage. For example, during the Chicago Marathon, when several clients are offering marathon menus or specials, we’ll send one combined release that organizes the information clearly. Reporters can then pull what’s most relevant to their audience.
It’s efficient, helpful, and journalist-friendly…everything PR should be.
6. Realistic expectations lead to stronger partnerships
There’s no guarantee in publicity, and that’s always been true. Even the best stories can get bumped for breaking news, editorial shifts, or seasonal timing.
But success in PR today looks broader than ever before. It includes:
Consistent digital coverage across relevant outlets
Expert sourcing that builds thought leadership
Organic backlinks and SEO value
Long-term visibility that grows over time
When clients understand how the media landscape truly operates, they’re better equipped to appreciate both the art and the unpredictability of earned media.
The media world has transformed — but the heart of PR remains the same: relationships, trust, storytelling, and persistence.
From the days of fax machines to digital-first storytelling, the tools have evolved, but the foundation hasn’t changed. At its best, public relations is still about people — the relationships we build, the stories we tell, and the integrity we bring to both.
Key Takeaways
PR has evolved from print-first to digital-first, with freelancers now shaping most of the media landscape.
Strong, respectful relationships with media are built on trust, responsiveness, and professionalism.
Affiliate-driven content and expert sourcing now drive much of digital coverage.
Press releases still matter — when used strategically and selectively.
Great PR combines storytelling with discipline, preparedness, and consistency.