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The White Houses recent decision to grant press credentials to independent journalists, podcasters, and social media influencers marks a defining moment in the evolution of modern media. It acknowledges a reality that has been unfolding for years: How people consume information has fundamentally changed. For years, traditional media outlets have been the primary gatekeepers of news and information. Today, the landscape is fragmented, dynamic, and decentralized. Millions of people now turn to independent content creators, newsletters, and podcastsoften in place of mainstream news sources. This shift raises essential opportunities and challenges for companies and executives navigating todays complex media environment. Its no longer enough to focus solely on securing a headline in The Wall Street Journal or The New York Times. Brands must now consider a broader media strategy that embraces both traditional outlets and the increasingly influential world of digital-first journalism. But with this new ecosystem comes a critical question: What does credibility look like in a fractured media landscape? The new credibility equation For decades, legacy news organizations have been built on a foundation of editorial rigor, fact-checking, and accountability. Their reputations were shaped by rigorous journalistic standards and the trust they cultivated over time. Meanwhile, digital-native journalists and independent voices have built influence through transparency, authenticity, and direct engagement with their audiences. These two worldstraditional journalism and the creator-driven media ecosystemare now colliding. The rise of Substack writers with niche but highly engaged followings, YouTubers who command audiences in the millions, and podcasters shaping public discourse means companies must rethink their media approach. This shift makes it more critical than ever to scrutinize who is shaping the narrative and how companies engage with them. The days of assuming that credibility is tied only to newsroom mastheads are over. Today, credibility is about trustand trust is built differently across different platforms. Traditional media still mattersbut its not enough Despite the rapid changes in how people consume information, traditional media remains criticaland for good reason. Legacy outlets’ journalistic rigor, editorial accountability, and broad reach continue to make them essential players in shaping public perception. However, traditional media is under immense pressure. Shrinking newsrooms, declining ad revenue, and increased financial strain have led to fewer reporters covering more topics with less time. Many once-dominant outlets have had to pivot toward subscription models or lean into digital strategies just to survive. This means fewer opportunities for companies to secure high-impact, in-depth coverage from traditional newsrooms. In this environment, relying solely on traditional media is no longer viable. Companies must balance traditional earned media with owned content and engagement with non-traditional outlets. Those who do will be in the strongest position to shape and control their narratives. What this means for strategic communications As strategic communicators, our role is not just to secure media coverageits to ensure the right message reaches the right audience through the right medium and with the right voices. This means taking a more nuanced approach in a world where influence is distributed across a diverse range of platforms. Heres how companies should be thinking about media strategy in this new era: 1. Expand your definition of media The traditional definition of earned media has changed. Companies must now balance legacy media’s historical rigor with independent voices’ growing influence. That means evaluating a broader range of outlets, from traditional newspapers to influential newsletters, YouTube channels, and LinkedIn thought leaders. Reaching audiences effectively requires meeting them where they are. For younger generations, that might mean TikTok explainers or long-form podcasts rather than a story in a top-tier news outlet. To reach more specific B2B audiences, it could mean a niche Substack written by an insider rather than a mainstream business publication. Companies that fail to expand their media strategy risk missing out on key audiences who no longer consume information in traditional ways. 2. Prioritize journalistic integrityvetting matters While the range of credible media voices has expanded, the core principles of credibility remain the same. Companies must vet every media opportunitywhether its an interview with a top-tier publication, a widely followed YouTuber, or an independent podcaster. The key questions to ask: What is their reputation for accuracy and fairness? How do they engage with their audience? Do they have a history of sensationalism or misinformation? Credibility should not be sacrificed for reach. While a viral podcast might attract an attractive audience, if it lacks journalistic integrity, the long-term reputational risks outweigh the short-term exposure. 3. Own your narrative through direct storytelling With more voices shaping the public conversation, companies must take greater control of their messaging. That means investing in owned media channelsblogs, newsletters, corporate podcasts, and executive platformsto provide direct, unfiltered context. A strong owned media strategy allows companies to: Reinforce key messages consistently Provide additional context to paint the whole picture Build direct relationships with key audiences Executives who consistently engage on LinkedIn, for examplesharing insights, reactions to news, and original analysisare positioning themselves as trusted sources in their industries. In doing so, theyre not just relying on traditional media to tell their storytheyre actively shaping it. The future of media engagement The evolution of media is exciting and complex. In the years ahead, the companies that embrace this shift rather than resist it will shape the narrative. This new landscape offers unprecedented opportunities to connect with audiences more directly and meaningfully. However, it also demands a new level of discernment, strategic thinking, and adaptability. Companies must now balance the credibility and rigor of traditional media with the authenticity and engagement of independent voices while strengthening their channels for direct storytelling. Those who can do this effectively will not only navigate the new media world but also help define it. Tyler Perry is co-CEO of Mission North.
Category:
E-Commerce
Diversity initiatives, often called DEI, are in the political and business crosshairs. In recent weeks, Meta, Walmart, Target, Ford, and McDonalds are among global companies ending their formal DEI initiatives. Some of the bluster is performative. And yet, for many employees and global firms, theres a sense that this is an opportunity to rebalance the goals and rethink the strategy by innovating diversity practices to better meet the global business goals. Most DEI programs were crafted years ago, and their relevance and impact has been diminishing. Many initiatives overreached and have not adequately evolved to meet the changing environment. Like with any business process, companies need to innovate their approach to global diversity initiatives. Theres no doubt international companies recognize the value of having varied perspectives, experiences, and skills in all areas of their business. The global firms we work with know that having different voices and perspectives is essential to enhancing how teams function. It improves processes, productivity, and innovation. Companies are able to better understand their global customers needs and expectations, ultimately leading to increased profitability. The focus is then on how to ensure that there are diverse perspectives at every stage of a business process. Diversity is defined different ways A core element of our work focuses on applying social sciences, including cultural anthropology, to understand how local factors impact how companies achieve their business objectives. This is distinctly different from diversity initiatives, which are more focused on getting everyone to follow one standardized playbook for engagement, not necessarily prioritizing business goals. In the DEI playbook, there is only one accepted definition of diversity, when in reality diversitys definition differs across cultures. In the U.S., U.K., and Canada, for example, theres a tendency to focus on visible characteristics given the countries multicultural demographics. American companies have tried to export this version of DEI, but it does not work in every culture. The way American firms approach diversity has been stuck at the visible characteristics phase. In other countries, invisible characteristics like region, rural/urban setting, income, education, religion, tribe, caste, etc. can be more relevant, impacting how people communicate, interact, operate, and manage. Its essential to recognize that people who look different can actually think alike. And people who look alike can think differently. We already know that having people of different socioeconomic backgrounds provides more varied perspectives that can impact business objectives and innovation. For example, diversity of educational backgrounds means that companies are increasingly recognizing that they need to recruit from a wider range of colleges and universities around the world. Rethink diversity Its time to innovate by rethinking and expanding how we talk about diversity, making sure that its globally relevant for all stakeholders. And in this current environment, we have a unique opportunity to innovate diversity initiatives to meet the evolving needs of employees and customers worldwide. To be effective, its essential to integrate cultural nuances and localize any global strategies, including diversity initiatives, to achieve business objectives. There are key points to keep in mind as global firms integrate varied perspectives, voices, and roles into their business operations and processes. First, the current DEI concept is heavily influenced by American perspectives and values and it may not translate to local cultures. Focusing on shared values and business objectives, our cultural framework uses a methodology integrating social sciences and business. Companies should focus on how to improve their stakeholder engagementwith employees, customers, and partnersto achieve business goals. Diversity as the end goal is insufficient. It has to integrate into how people communicate, interact, and manage. Integrating cultural frameworks helps focus companies on making sure their teams work more effectively across cultures to better achieve business goals. For example, global hospitality and travel firms we work with recognize that global customer engagement teams with varied experiences result in better overall customer experience and satisfaction metrics, including higher NPS (Net Promoter Score) and improved profitability. What are the companys goals, and how can everyone collectively work together toward those goals? Starting with that premise enables teams to focus on how to communicate and interact more effectively across cultures, engaging local teams to better understand the opportunities and challenges for getting all team members involved. Share perspectives Second, ensure that everyone throughout your organization can provide their perspective wherever relevant and useful. Ensure that virtual and in-person teams are cognizant of local cultural communications patterns so all ideas and perspectives are shared. For example, our cultural framework integrates a number of cultural factors to compare and contrast cultures. Individualistic versus collective. Its not surprising that on a comparative basis, the U.S. is the most individualistic culture in the world. American business metrics tend to reward and advocate for the individual. In contrast, Asian, Middle Eastern, African, and Latin American cultures value group goals and teamwork more. So, any diversity and business initiative that focuses on the individual ahead of the group may not work locally. Its more valued to be respectful of the group dynamics. For example, throughout Asia, the focus is on the collective good. Highlighting individual differencesvisible or invisibleis considered a negative. People from diverse backgrounds and cultures communicate differently. A fundamental concept is verbal and nonverbal communications (high-low context). People who expect direct communications and clear verbal directnesse.g., in the U.S.will miss nonverbal cues from colleagues who are accustomed to reading the context, such as in East Asia. Add in hierarchical cultural value, where junior team members are less likely to speak up in the presence of respected senior team members. Other factors can complicate communications and team dynamics including invisible characteristics such as local income, education, caste, tribe, etc. These are simple examples of invisible characteristics, but they illustrate that companies need to be clear about diversity goal efforts. Diversity for the sake of diversity may not be as successful across cultures, but diversity as a way to achieve shared corporate values and goals is more likely to resonate. When developing a diversity program, be careful not to tell people how to be diverse but rather provide a conversation forum. We need to innovate how we view diversity, integrate invisible characteristics across cultures, and focus on shared purpose and business goals. In the long run, our goal should be to infuse diversity in every business process and team rather than a separate business unit. It will become ubiquitous. Sanjyot P. Dunung is founder and CEO of Atma Global.
Category:
E-Commerce
The cost of Valentine’s Day may be a lot higher this year compared to last year. You’ve probably heard the price of eggs has skyrocketed, but if you haven’t already started shopping for your Valentine, be prepared for some sticker shock, especially for perennial favorites like roses and chocolates. Here’s why. How much will I pay for roses this year? Depending on where you live, you might be digging deep into your pockets. This Valentine’s Day, the average price for a dozen long-stemmed roses (red or white) is a staggering $90.50, 2% more than last year, according to FinanceBuzz as reported by CBS News. Yet a 2% hike would be getting off easy, considering that if you live in Hawaii, youll have to shell out $143 for that same dozen, which is 58% more expensive than the national average. Wondering where the best bargain can be found? It’s California, where you’ll pay an average of $68 for a dozen roses, compared to $110 in Texas (where the cost of living is on average much cheaper than in California). Another reason for the hefty price tag on bouquets? Inflation over multiple years. The average price went up from $80.16 in 2023 to $88.61 last year. Here are the states where roses are most expensive these days, rounded to the nearest dollar based on data from FinanceBuzz: Hawaii: $143 per dozen Texas: $110 per dozen Washington: $107 per dozen Montana: $105 per dozen Kentucky: $102 per dozen Wyoming: $102 per dozen Ohio: $102 per dozen South Carolina: $102 per dozen Kansas: $100 per dozen Iowa: $99 per dozen While erratic weather patterns can also play a role in flower production and prices, this years prices are mostly a result of, and in line with, inflation, as supplies remain high. In fact, some 940 million cut flower stems have already arrived in the U.S. for the holiday via Miami International Airport, mostly from Colombia and Ecuador, according to ABC News. Around 90% of holiday flowers sold in the U.S. from around the world transit through Miami, with the other 10% transiting through Los Angeles before they are distributed to stores around the country, according to ABC. What about chocolate prices? Alas, sweets for your sweet will cost you more this year, too. With the price of cocoa more than double what it was at the start of 2024, expect to pay 10% to 20% more for a box of chocolates this Valentine’s Day, according to a Wells Fargo analyst, as reported by CNN. The reason? A familiar story: Cocoa production has been hit with supply chain issues stemming from COVID-19, inflation, and the weather. In West Africa, which produces 70% of the globes cocoa supply, extreme weather events, including El Nio, have raised temperatures in the region, creating both drought conditions and flooding that led to fungus on the crops. As a result, growers have been producing fewer crops, which means fewer cocoa beans. At the time of this writing (midday on Tuesday), cocoa was trading at $10,103.13 per metric ton, up 72% in the first few months of 2025, but still down from its December high.
Category:
E-Commerce
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