Beyond the News Desk: Leveraging Social Channels for Earned Media
By: Sophia Cavalluzzi
From shrinking newsrooms to social media’s growing role as a source for news consumption, 2025 reshaped how stories are told. As we head into the new year, consumer PR agencies and comms pros must adapt their earned media strategies to reflect this shift. Before diving into who and what to pitch, it’s critical to understand the social landscape and where your audience is showing up.
Are all social channels equal?
Not always! What is true is that social media is a dominant source of news consumption, with Pew Research finding that 53% of U.S. adults at least sometimes get news from social media.
What might surprise you is where exactly that consumption is happening. Facebook and YouTube are sometimes overlooked as the less influential players in the game – when in reality, it’s far from the truth. According to Pew Research, Facebook and YouTube are on top when it comes to primary places Americans get their news, with 38% of U.S. adults saying they regularly get news on Facebook, and 35% on YouTube.
Still, that doesn’t mean Instagram and TikTok should be ignored, as an impressive 20% of American adults get their news from each platform, along with 12% on X. Most social editors at publications work across channels to maintain cohesion, meaning if you land social content on a publication’s with lower news consumption behaviors, it could also show up on one with higher news engagements.
To capitalize on these trends, media outreach must now focus on earning coverage on social channels – not just digital or broadcast.
The social pitch playbook
Knowing where audiences are consuming news is a crucial first step. Next, it’s time to make a gameplan for ensuring social channels are a key component of your media lists. Here are a few recommendations for how consumer PR agencies and PR reps can bring that to life:
Pitch social media managers: While some outlets may reserve their social channels for reposts of their digital content, many will publish original content, especially if there are visual assets involved. For example, gift guides are a great pitch to send social teams during the holidays. If you’re hosting a press mixer or public activation, make sure social teams are on your invite list! This is a great way to let them organically capture content for their channels, and build relationships for future social storytelling opportunities.
Target social-first outlets: Social-first outlets either began on social channels or have their widest presence there, and typically have strong, highly-engaged followings. It’s important to keep in mind that they typically have less staff than a traditional newsroom, so make sure your pitches are direct and well-suited for their audience. @Impact or @peoplebrandsandthings are some of Cutline’s favorites!
Focus on news creators: These creators – whose content focuses on delivering news and information – have emerged over the past few years, as consumers have been looking for authentic, easy ways to digest current affairs. Many of these creators also have newsletters, creating opportunities to align your comms strategy. A few to consider for your lists include Under the Desk News and Cleo Abram.
Pro tip: Keep in mind the demographics of different social channels and how they map back to your brand’s broader goals. The data shows that women are more likely to regularly get news from Instagram, Facebook, and TikTok. On the other hand, men are more likely to get news from YouTube, X, and Reddit. Younger generations are more likely to consume news on TikTok, Instagram, Reddit and X.
If you have a specific audience you’re targeting for a product launch, be specific with your pitches to social teams so you help achieve your goals. It can be as simple as calling out a certain social channel in your pitch.
Social bonus idea: Reddit AMAs
Beyond earned media, engaging directly with consumers on social channels is another tactic to add to your strategy, with collaboration from your social and employer brand teams. For example, Reddit is a great forum for getting in front of niche, hyper-engaged communities. Conducting an AMA on Reddit with a key leader is another layer to consider for your strategy, but it’s critical to go in fully prepared.
When done right, a Reddit AMA can boost trust and humanize your brand and executives. It’s a good way to answer frequently asked questions or give context to recent decisions beyond the jargon of a press release. However, this isn’t the medium to adopt if you’re still sorting out messaging and narratives, as you’ll want to be able to answer most questions, though you aren’t required to answer all.
The bottom line
Incorporating social into your comms strategy can no longer be an afterthought; it must be a core part of every plan. As we gear up for 2026, take the time to revamp outdated media lists and add social managers in, research news creators in your verticals, and consider bold strategies like AMAs to ensure success.