The Washington Post’s strategic shift away from traditional PR
The Washington Post recently made headlines for a decision that could reshape how media relations work: the newspaper laid off most of its PR team among broader layoffs. The communications head announced in an email that the paper will “stop the dedicated practice of publicity for our journalism across broadcast and traditional media outlets.”
Instead, the Post is launching a “Star Talent Unit” based on the belief that “talent-driven journalism is the future of media, and personalities and creators will lead the way.”
This raises critical questions for the media industry:
- Is this the start of an industry-wide trend?
- What does this mean for companies seeking coverage in major publications?
- How will this change media relations strategies?
Star Talent Unit: The Washington Post’s replacement for traditional PR, focusing on promoting individual journalists as personalities and creators rather than the publication as a whole.
Why media relations for reporters is getting harder
Securing media appearances for journalists has never been easy work. Getting an FT reporter featured on CNBC or having a WSJ journalist cited in the Economist requires specialized expertise and strong relationships.
The core challenges include:
- Media outlets instinctively avoid quoting competitors’ reporters
- All media has become multimedia, increasing competition
- Cross-platform competition means everyone competes with everyone
The traditional media hierarchy
The work has always focused on quality over quantity. TV channels typically want specific, recognizable names they trust, like Ed Luce of the FT, who appears regularly on MSNBC’s Morning Joe.
The established hierarchy of media appearances:
- Top tier: Political reporters on Sunday shows and PBS Washington Week in Review
- Second tier: Economics and markets columnists and reporters
- Third tier: Beat reporters and local journalists for specific stories (like Greg Blustein of the Atlanta Journal Constitution)
Competition from think tanks and academia
News organizations face stiff competition from well-organized academic institutions and think tanks. These organizations maintain dedicated press offices promoting comprehensive expert lists.
Beyond the Washington Post, only a handful of media outlets have the scale to run effective press offices: the NYT, WSJ, Bloomberg, Reuters, and Economist. These are sophisticated operations, largely in-house in London and New York, with some PR agency support elsewhere.
The challenge of cross-media promotion in competitive markets
The work of promoting reporters to other major media operates separately from the growing organic and paid social media promotion that publications undertake. These marketing budgets encourage people to read stories, subscribe, and fully utilize existing subscriptions.
These marketing budgets have shifted dramatically:
- From traditional advertising (like famous Economist print ads)
- To social media and online promotion
- Growing much faster than press office media functions
The Post’s decision appears cost-driven. Media appearances, while prestigious, are notoriously difficult to track for measurable impact.
How the “Star Talent Unit” changes journalist self-promotion
It’s unclear exactly how the Washington Post’s “star talent unit” will differ from traditional reporter promotion. However, the big picture is clear: publications are putting responsibility on individual reporters to promote themselves and build their own brands.
This shift has several implications:
- Makes it harder to criticize reporters for excessive social media activity
- Contradicts previous policies about journalist social media use
- Reverses historical restrictions on reporter self-promotion
The NYT has previously complained to staff about social media posts, especially highly political ones. Years ago, CNN fired someone for writing their own blog – a decision that seems excessive in today’s context.
The impact on publication brands
The power of collective publication brands will inevitably suffer as reporters focus on promoting themselves. Publications will likely make article readership an important performance metric for reporters and columnists. Bloomberg has long operated this way.
This approach increases reporter accountability but raises concerns about:
- Foreign reporting that doesn’t drive daily clicks
- Long-form investigative journalism
- Stories that serve public interest over engagement metrics
New stars emerge: The rise of individual reporter brands
As some reporters become stars, they naturally become more mobile and better able to take their followers to new publications. Social media presence offers a crucial advantage: employers don’t control it.
Technology platforms like Substack make it easier for established writers with specialized expertise to monetize their work independently.
The puck news model
Puck News represents an innovative approach to star journalism. Journalists receive equity and compensation based on their own newsletter subscriber numbers. The New Yorker reported two years ago that Puck columnists were earning $300-400k.
While Puck argues that overall brand and infrastructure remain valuable, the model resembles “a day trader arcade” for journalism.
Protecting publication scoops
Publications must be careful that exclusive stories remain with their outlets. Many organizations have struggled with reporters breaking news on personal social media handles before publishing official articles.
Even when articles publish online, star reporters with large social media followings often drive traffic faster than busy communications teams. Over time, this approach:
- Downgrades publication brand strength
- Emphasizes individual reporter brands
- Shifts audience loyalty from outlets to personalities
What this means for companies seeking media coverage
There was never a golden age when only media outlets mattered. From Woodward and Bernstein onward, journalism stars have had promotion and economic interests that didn’t always align perfectly with their employers.
The Post is probably right that in today’s changed media landscape, reporters need to become more sophisticated at self-promotion. This parallels how journalists adapted to word processors in the 1990s and learned to work without secretaries.
The realistic outlook for major publications
Major outlets like the FT, WSJ, and NYT probably won’t completely abandon press office promotion of their reporters. However, we’ll see more “self-serve” approaches. The trend toward longer reporter biographies on media websites partly supports external promotion efforts.
Building relationships with individual reporters vs publications
For corporate communications professionals, the advice is simple: follow the money.
If you’re a major corporation like Citigroup or PwC, new beat reporters at prestigious outlets will find you regardless. But for smaller companies that don’t receive regular major media coverage and need to work harder to create news, the strategy must evolve.
5 ways this trend affects corporate communications
- Focus on Individual Relationships – Accept that you’re targeting and building relationships with specific people, not just publications
- Plan for Reporter Mobility – Recognize that journalists may move between outlets more frequently than ever
- Track Platform Changes – If reporters move to Substack or Puck, they haven’t necessarily become less influential to your target audience
- Support Personal Brands – Help reporters build their expertise and following in your industry sector
- Diversify Media Strategy – Include newsletter platforms and independent publications in your outreach planning
Frequently asked questions about newspaper PR changes
Why did the Washington Post eliminate its PR department?
The Washington Post laid off most of its PR team as a cost-cutting measure during broader layoffs and launched a “Star Talent Unit” instead. Leadership believes that “talent-driven journalism is the future of media, and personalities and creators will lead the way.”
What does this mean for companies seeking media coverage?
Companies will need to focus more on building relationships with individual reporters rather than publication PR departments. Journalists are becoming more mobile and may move between outlets more frequently, so relationship-building becomes even more important.
How are reporters promoting themselves without PR support?
Reporters are increasingly using social media platforms, personal newsletters (like Substack), building their own personal brands, and leveraging platforms that allow direct audience engagement and monetization of their expertise.
Will other newspapers follow the Washington Post’s example?
While major outlets like the Financial Times, Wall Street Journal, and New York Times may maintain some PR functions, the trend toward individual reporter self-promotion is growing across the media industry. Most publications will likely adopt more “self-serve” approaches.
What is a “Star Talent Unit” in journalism?
A Star Talent Unit is the Washington Post’s replacement for traditional PR, focusing on promoting individual journalists as personalities and creators rather than the publication as a whole. It represents a shift toward talent-driven journalism models.
How should PR professionals adapt to this change?
PR professionals should focus on building direct relationships with individual reporters, understanding their personal brand goals, tracking when journalists move between platforms or outlets, and recognizing that influence may shift from publications to individual personalities.
Andrew Marshall is the managing director of Cognito in America and Cognito’s vice chairman.
