For a long time, press coverage was one of the main ways for a brand to reach the public. A story in a major outlet helped build reputation, reach new audiences, and validate a message.

That role still exists. What has changed is the path information takes.

The Reuters Institute’s Digital News Report 2026 points to a significant shift in this behavior.

According to the survey, 54% of respondents use social media and video platforms to get their news, while 51% turn to news websites and apps. Television comes in at 52%.

These figures show that the press now shares space with other information environments. And that raises a question for corporate communications: if people aren’t necessarily getting their news from the outlet itself, how should PR work?

The Story Doesn’t End at Publication

Coverage secured by a PR team still holds value, because it carries the credibility and editorial context of a news outlet. But once published, it can take a number of different paths.

A story can be shared on social media, discussed by experts, included in a presentation, picked up in a newsletter, or cited as a reference for new content.

This means earned media becomes part of a larger information ecosystem. PR work doesn’t end at publication: it also involves thinking about how that coverage can circulate and help build authority.

This is where owned content and spokespeople come into play.

As people grow increasingly used to finding information directly on the platforms they already use, having experts who can explain issues, comment on current events, and produce quality content helps keep the brand present in those conversations.

Where Does Artificial Intelligence Fit In?

The shift isn’t happening on social media alone.

The same survey shows that the use of artificial intelligence tools to consume news is also on the rise. In Brazil, 13% of respondents say they use AI chatbots for this purpose every week.

This adds another layer to communications work. When someone asks an AI tool about a given topic, the answer is built from references available online. And to identify reliable sources, these systems may draw on content that goes beyond companies’ own official channels.

That’s why a presence in news coverage can also help build authority in this new environment.

A company that appears regularly in stories, interviews, and analyses from recognized outlets expands the body of references available about its experts and areas of expertise.

What Does This Mean for PR in Practice?

It’s not about replacing the press with social media or artificial intelligence. It’s about recognizing that information travels along different paths, and that each one serves its own purpose.

PR teams continue to identify topics of interest to the press, prepare sources, develop story pitches, and secure editorial coverage. But they can go further, considering how that content will be leveraged after publication and which other formats can help expand their spokespeople’s presence.

Against this backdrop, three fronts are working ever more closely together: earned media, owned content, and expert presence.

The press remains an important source of credibility. Social media helps distribute information and bring experts closer to their audiences. And artificial intelligence adds a new form of discovery, in which publicly available references can also shape the answers people receive.

PR, then, isn’t losing ground. It’s gaining new touchpoints.

The question is no longer just “Which outlet can we get published in?” It now also includes “Where can this information go next?”

It’s this shift in mindset that helps frame communications for an environment where attention is increasingly fragmented.