Mass audiences are gone. Niche audiences are thriving. Here’s how PR professionals can stay ahead in an ever-evolving landscape.
EastEnders is turning 40, and it’s a perfect case study for how media – and PR – has changed. Back in the day, the BBC soap commanded nearly 18 million viewers regularly. Its highest-rated episode, the 1986 Christmas special, was watched by over 30 million people, making it the most-watched soap episode in British TV history.
But that was when there were only four channels. No social media, no Netflix, no video games pulling attention away. Now, EastEnders averages around five million viewers – a stark decline, but a reflection of the world we live in today: fragmented, niche-driven, and more competitive than ever for attention.
Back in the day, families would gather round the single TV
This shift mirrors what’s happening in PR. The days of one-size-fits-all press coverage are gone. Audiences are more niche than ever, and successful PR strategies must adapt to this new landscape. Here’s what that means for PR professionals:
Clients must build their own audience first
Journalists and commissioning editors are not just looking for a good story – they’re looking for content that will perform. If your client has an active, engaged social media presence, that’s a ready-made audience for media outlets to tap into. A strong following makes a journalist’s job easier because it shows built-in interest. Before pushing for media coverage, brands and individuals need to invest in their own channels.
Pitching must be niche and specific
Generic press releases sent in bulk are largely a waste of time. The best approach is to go directly to the source – commissioning editors, journalists, and outlets – and ask what they actually want. What stories are they looking for? What kind of content gets engagement on their platform? Instead of telling the media what you have, find out what they need.
Think beyond traditional media
Traditional media is just one part of the equation. Podcasts, influencer collaborations, LinkedIn thought leadership, Reddit AMAs – there are so many ways to get a client’s message out there beyond legacy outlets. PR needs to be as creative as marketing in understanding where niche audiences live and how to reach them authentically.
Build your own niche
Use your own publishing tools to create a niche that no one has thought of. Occupy and dominate that niche and become its owner. You will find an audience, and then the media, who wants that audience, will find you. Instead of chasing media coverage, make your own space so compelling that coverage comes to you.
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The PR landscape is tougher than ever. Journalists are stretched thin, publications are struggling, and ROI expectations are sky-high. Every story that gets commissioned has to deliver. That means PRs must be strategic, adaptable, and always thinking about how to make their pitch irresistible.
Mass audiences like those of 1980s EastEnders may be gone, but niche audiences are stronger than ever. The PR professionals who understand this shift – and adapt accordingly – will be the ones who thrive.