The Comeback of Mainstream Media: What Election Season Teaches Us About Trust and Messaging
By 829 Studios
In a world dominated by algorithmic feeds, viral content, and creator-driven storytelling, it’s easy to assume that legacy media has lost its grip on influence. But if the 2024 U.S. presidential election is any indicator, mainstream media may be regaining its power—and fast.
According to SBS Comms’ recent Briefing Notes, a surprising shift is unfolding: traditional broadcast and print journalism are reclaiming relevance. From primetime debates to op-ed columns, mainstream outlets are once again shaping public perception in ways that digital platforms can’t always match.
For brand leaders and PR pros, the implications are clear: earned media isn’t just alive—it’s leading the narrative.
When the Moment Mattered, Traditional Media Delivered
The turning point came during the summer debate, which drew over 51 million viewers on CNN. Within days, a scheduled sit-down with President Biden on ABC and a chorus of editorial commentary across national and regional newspapers underscored what legacy media still does best: framing the national conversation.
Editorial boards from the Atlanta Journal-Constitution to The New York Times moved swiftly and decisively, holding candidates accountable and speaking directly to voters without the noise of algorithms or filters. These weren’t opinionated social posts, they were institutional statements of record.
The Limits of Going Direct
The pendulum is swinging away from highly polished, staff-curated social posts and overly rehearsed campaign videos. While social media will always be part of the mix, especially for amplification and engagement, the hunger for unfiltered, unscripted, and unvarnished communication is growing.
The “post-truth era” that defined recent campaign cycles seems to be nearing its expiration. Candidates, and by extension brands, can no longer rely solely on content published to their own platforms. The public is signaling that they want real interviews, tough questions, and trusted reporting.
This dynamic reflects a broader truth in marketing: authenticity must be earned—not performed.
What This Means for Brands and PR Professionals
Earned Media Still Builds Trust
If your brand is seeking to establish credibility, rebuild reputation, or influence perception, you cannot skip earned media. A well-placed article or podcast interview still carries more weight than even the most well-produced social video.
Balance Social Strategy with Journalistic Rigor
Owned channels are essential, but they’re not enough. A tweet or LinkedIn post should reinforce, not replace, a strong media relations effort. Brands need to play both sides, creating direct content while engaging the press to validate and contextualize the message.
Leadership Visibility Requires Substance
CEOs and executives are increasingly encouraged to post thought leadership content on platforms like LinkedIn, but what makes their perspective stick is validation from external sources. Just like voters want candidates to appear on Meet the Press, your audience wants your leaders to be part of a broader media dialogue.
Reputation Management Requires More Than Control
In crisis or controversy, some brands default to “going quiet” or controlling the message exclusively through internal channels. But this cycle is proving that credibility is earned through transparency, and that often means fielding the tough questions, not dodging them.
The Bottom Line
The 2024 election cycle is a powerful reminder that old-school media still matters. When moments of national importance unfold, it’s the established newsrooms backed by history, editorial standards and public trust that people turn to.
Whether you’re launching a new product, repositioning a brand, or preparing for a leadership shift, the smartest media strategies in 2024 will look a lot like the most effective campaigns—multi-channel, grounded in truth and guided by earned authority.
Need help shaping your media strategy for the modern landscape? At 829 Studios, we help brands find the right mix of earned, owned, and paid to build momentum—and trust. Let’s connect.
