The media landscape is evolving at a pace few could have predicted. Traditional outlets, such as print, television, and radio, still play a significant role in communication strategies. However, B2B organizations are seeking ways to connect with their buyers in an engaging manner. As digital platforms continue to grow and audiences diversify, non-traditional media have emerged as a powerful tool for manufacturers to communicate with their key audiences in authentic and targeted ways. 

Non-traditional media refers to channels and platforms that are outside the traditional outlets and content distribution methods, such as PR Newswire or Brandpoint. These include podcasts, online communities like Reddit, and content platforms like Substack, among many others. 

These channels’ ability to foster conversations, create communities, build trust, and establish relevance across a broad audience makes them unique. These are crucial elements in establishing long-term relationships between manufacturers and their target consumer audiences.

Why Non-Traditional Media Matters:

A strategic PR Agency like GreenHouse can help tap into nontraditional media, such as podcasts, online platforms, and communities, to reach busy decision-makers where they’re already spending their time. We craft messaging that meets your audience’s needs by answering industry-specific questions through an authentic voice. 

By showing up on these platforms, we not only elevate your brand but can also help predict future trends by paying attention to the questions people are asking and the challenges they’re facing with your products. Instead of just pitching products, this approach positions your brand as a trusted problem-solver, keeping your messaging relevant and effective.

Public relations teams can use these channels to:

• Establish thought leadership: Non-traditional media provide executives and subject-matter experts with a platform to share their perspectives, offer insights, and position themselves as industry leaders.

• Control the narrative: These platforms allow organizations to own their messages and deliver them directly to their target audiences.

• Build relationships: Engaging with online communities and niche publications opens doors to authentic connections with your target audience and media professionals.

Non-traditional media plays such a crucial role in public relations that The New York Times has appointed an editor solely dedicated to covering this area.

Everyone Likes Podcasts

According to Forbes, by 2024, over 100 million people will listen to at least one podcast a week, a number predicted to double by 2026. Podcasts have experienced a rise in popularity due to their ability to offer convenient, on-demand access to a variety of content. Listeners can tune in while commuting, working out, or multitasking. This versatility has made podcasts a go-to medium for entertainment, news, and education, appealing to a wide range of audiences.

Participating in or hosting industry-specific podcasts can elevate a company’s visibility and credibility. Being a podcast guest allows executives to engage in an insightful conversation without turning it into a sales pitch. 

If manufacturers are interested in creating a branded podcast, this option allows them to control messaging and storytelling. Podcasts also offer opportunities for long-form content, allowing for more in-depth conversations compared to traditional media.

Building Trust, One Interaction at a Time

Platforms such as Reddit, LinkedIn Groups, Slack channels, and specialized industry forums provide opportunities for professionals to come together, share ideas, and address challenges.

By participating in these communities, companies can position their brands as trustworthy and supportive resources. Rather than focusing on direct advertising of their products and services, brands can engage in meaningful discussions, provide solutions, and share valuable insights. This approach helps companies establish credibility organically.

Recently, we created a blog for one of our clients, Noritz, which helped answer the most common questions about their products on Reddit. Not only did this help answer Noritz’s customer service questions and assist their customers with their tankless water heaters, but it also provided an excellent way for our client to engage and serve as a supportive resource.  

Another benefit of this is that it will help Noritz be recognized in Generative AI Search. If you’d like to learn more, we have a blog that can help answer your common questions.  

Building Dialogue, Not Just Distribution

Substack is an online platform for writers and content creators to publish and distribute their work. This can include newsletters, long-form essays, podcasts, and videos. The content is delivered directly to audiences through email and archived online. While some newsletters are free, most operate on a paid subscription model.

If you’re looking for more innovative ways to connect with decision-makers, Substack should be on your radar. The platform is home to writers specializing in niche industries, technologies, and other emerging trends. Unlike traditional ad placements, these audiences have opted in or paid to receive thoughtful, long-form content. That means your message has a much better chance of landing with a highly engaged and relevant audience.

The creators on this platform are respected voices who have earned the trust of their communities over time. When these writers endorse a product, service, or concept, their audiences take notice. For brands, collaborating with Substack writers offers an opportunity to tap into that established trust and engage with potential customers in a manner that feels sincere rather than overbearing.

And let’s not forget the strategic opportunity. Substack writers are often ahead of the curve, spotting industry trends and developments before they happen. By collaborating with them early, you can position your brand as an industry leader in your respective field.

Expanding Your Reach

Incorporating non-traditional media into a public relations strategy does not mean abandoning traditional methods. An effective PR strategy combines traditional and innovative platforms to maximize reach and enhance audience engagement.

• Identify target audiences: Understand where your audience spends their time online to ensure you choose the right communities, podcasts, or newsletters to engage with them effectively.

• Create quality content: Focus on providing value through educational content that resonates with your audience.

• Build relationships: Approach these platforms as opportunities for connection rather than promotion. The goal is to establish trust and credibility.

• Measure impact: Track engagement, reach, brand sentiment, and inbound opportunities generated from non-traditional channels.

As the boundaries between media, marketing, and communications continue to merge, non-traditional media have shifted from a luxury to an absolute necessity. Podcasts, online communities, and newsletters are revolutionizing how B2B brands communicate and engage with their audiences.

By leveraging these channels, businesses can enhance their PR efforts, build stronger customer relationships, and establish authority in an increasingly competitive market.

If you’re interested in exploring how GreenHouse can support your non-traditional media efforts, please contact us here.