10 Ways Leading Brands Are Adapting to the Changing Media Landscape

Health and wellness brands are adjusting how they approach PR as media consumption patterns shift. The changes include how journalists prioritize stories, how search algorithms surface brand information, and where audiences actually discover new products.

Traditional PR metrics like impressions and mentions no longer tell the full story. Brands need coverage that drives measurable business results, whether that's website traffic, social media growth, or direct sales. This requires understanding which publications actually reach your target customers and how different types of coverage translate into revenue.

The media environment has also become more complex. Major publications face ongoing layoffs while new channels like Substacks and specialized newsletters gain influence. AI now shapes how brand information appears in search results, often within hours of coverage going live. These changes create both challenges and opportunities for brands that adapt quickly.

1. Acting Like Journalists to Uncover Real Stories

The most successful brands approach their own stories with journalistic rigor. They dig beyond surface-level marketing messages to uncover compelling differentiators that editors actually care about. This means asking harder questions: What problem were you solving that others ignored? How did your background shape this approach? What surprised you during product development?

These deeper inquiries often reveal the angles that generate coverage. Perhaps the founder's transition from investment banking to wellness coaching provides a unique perspective on stress management. Maybe the product development process uncovered surprising insights about ingredient sourcing. These authentic details create headlines that stand out.

2. Writing Subject Lines That Function as Headlines

Forward-thinking brands craft their pitch subject lines like newspaper headlines, complete with compelling statistics and timely relevance. They understand that editors receive thousands of emails and need to immediately see the story potential in just a few words.

The most effective subject lines include specific data points, trending keywords, and clear news value. Instead of "New Supplement Launch," successful pitches might read "Female-Founded Supplement Sells $1M in First Month" or "Former Wall Street Executive's Wellness Brand Targets Burnout."

3. Prioritizing First-Person Experience Content

Newsrooms increasingly favor first-person perspectives because Google's algorithm prioritizes authentic, experience-based content. Smart brands are getting their products into journalists' hands specifically so they can create "I tried this for 30 days" stories rather than traditional product reviews.

This shift reflects what audiences actually want to read. People trust personal experiences more than generic product descriptions. When a health editor documents their own experience with a supplement or wellness practice, it carries significantly more credibility than a standard product announcement.

4. Leveraging AI Search to Control Brand Narratives

While many PR agencies ignore AI's impact on search, forward-thinking brands actively shape how their companies appear in ChatGPT responses and AI overviews. Press releases and media coverage now directly inform AI-generated answers about brands and their founders, often appearing within 24 hours of publication.

This creates a new opportunity for strategic narrative control. A well-placed article can influence how AI describes your company for months or years. Brands that understand this are crafting their media strategies with AI consumption in mind, not just human readers.

5. Trend Forecasting Through Competitor Analysis

Leading brands use systematic competitor analysis to identify emerging trends before they hit mainstream media. By analyzing what has been covered in their space and identifying patterns, they can position themselves ahead of conversations that are just beginning to build momentum.

This approach requires patience. When a trend is truly emerging, editors may not immediately trust its staying power. However, brands that get ahead of these conversations establish themselves as thought leaders when the trend eventually gains traction.

6. Leveraging AI Search to Control Brand Narratives

Digital coverage alone no longer cuts it. Leading brands are creating opportunities for journalists, influencers, and consumers to experience their products in person through events, activations, and hands-on demonstrations.

This approach recognizes that health and wellness products often need to be felt, tasted, or experienced to be truly understood. A supplement that claims to improve sleep carries more credibility when a journalist can personally test and report on the results over an extended period.

7. Targeting Demographics with Surgical Precision

Rather than pursuing any coverage possible, successful brands research the specific demographics of media outlets and influencers before pitching. They understand that a mention in the wrong publication can be worse than no mention at all.

This means analyzing readership data, understanding audience interests, and ensuring alignment between the brand's target customers and the outlet's actual audience. The goal is quality engagement that drives actual business results, not just broad exposure.

8. Exploring Alternative Media Channels

The most agile brands are diversifying beyond traditional media to include Substacks, newsletters, and niche publications that speak directly to their target demographics. They recognize that a mention in The Skimm or a specialized newsletter might drive more meaningful engagement than a brief mention in a major publication.

This strategy acknowledges that younger consumers increasingly get their news from social media and alternative sources. Brands that meet audiences where they actually consume information gain a significant competitive advantage.

9. Integrating Affiliate Opportunities with PR Efforts

Smart brands understand that 98% of e-commerce stories now include affiliate links. They ensure their affiliate programs are properly set up before launching PR campaigns, recognizing that publications need ways to monetize coverage.

This isn't just about making it easier for outlets to cover you—it provides concrete data on which stories actually drive sales. When brands can trace specific revenue back to individual articles, they can make smarter decisions about where to focus their PR efforts.

10. Measuring Real Business Impact Instead of Vanity Metrics

The most sophisticated brands have moved beyond impressions and mentions to track how PR coverage translates into website traffic, social media growth, and sales revenue. They set realistic expectations based on their market position and product type, understanding that a supplement requiring 60 days to show results needs different timeline expectations than a beauty product.

This includes monitoring SEO improvements from backlinks, measuring social media mention increases, and tracking conversion rates from different media placements. When brands can draw clear lines between media coverage and business outcomes, they make smarter investment decisions.

The Reality of Today's Media Environment

The media landscape continues to face significant challenges. Major publications are experiencing layoffs, with some outlets like Well+Good reportedly laying off entire editorial teams. This means fewer editors handling more responsibilities, often working as freelancers with less control over story selection.

Successful brands adapt to this reality by building genuine relationships with journalists as people, not just as opportunities. They engage with editors' social media content, comment authentically on their work, and provide value even when they're not pitching anything.

What This Means for Your PR Strategy

These changes require a different approach to PR planning and execution. Brands can no longer rely on traditional playbooks when the fundamental ways people discover and consume information have shifted. The most successful health and wellness companies are those that recognize this reality and adjust their strategies accordingly.

The opportunity exists for brands willing to adapt. While some companies continue using outdated methods, those that embrace these new approaches are seeing measurable improvements in both coverage quality and business impact. They understand that modern PR requires understanding how journalists work, how technology shapes information discovery, and how to connect media coverage directly to revenue growth.

At Kloss Creatives, we help health and wellness brands implement these updated approaches with strategies that produce both visibility and measurable business results. Ready to see how these tactics could work for your specific situation? Let's discuss your current challenges and growth goals.