Before the rise of digital media, distributing stories was a matter of pitching journalists. The desired outcome was mention in the press or a media byline.
With the rise of social media and the decline of print media, however, the places where people gather information has changed dramatically – particularly for younger consumers. Consider a report from the Reuters Institute last year, which showed the rapid rise of online sources and social media for news gathering.
While printed newspapers have dropped dramatically, and TV plateaued, social media has increased aggressively. Younger consumers are much more likely to find their news online and through social media than their older counterparts, who still prefer