2024 U.S. Election Takeaways: Has Legacy Media Lost Its Influence?

For decades, legacy media - cable news and newspapers – has shaped public opinion and set the agenda for national conversations. But this election made one thing clear: that era is fading. 

More people than ever are turning to alternative platforms like podcasts, forums, social media and newsletters for news and opinion. This shift has huge implications, not just for politics, but for public relations and communications pros too. 

To stay relevant in this evolving landscape of influence, communications must pivot from a one-size-fits-all approach to more targeted, platform-specific campaigns. 

Let’s break down four key trends that emerged and what they mean for your strategies. 

1. Legacy Media Truly is Losing Influence

Legacy media no longer has the hold it once did.  

A prime example of this was Joe Rogan’s podcast interview with Donald Trump, which reached a staggering 33 million views. To put that in perspective, that’s more than the combined audience of several prime-time cable news shows. 

Podcasts like Rogan’s offer something that traditional media often struggles with: unfiltered, long-form conversations. These formats resonate deeply with audiences because they feel more personal and authentic, unlike the polished soundbites and heavily moderated discussions we’re used to seeing on TV. 

This isn’t just a one-off example; it’s a sign that people are increasingly seeking alternative sources for meaningful conversations and content. 

2. Podcasts Have Become a Dominant Force

Did you know that more than 100 million Americans now listen to podcasts each week?

That’s a massive number, and it continues to grow. Podcasts are no longer just a niche form of entertainment — they’re becoming a mainstream channel for news, education and thought leadership. 

Political figures have caught on to this trend. For instance, Vice President Kamala Harris appeared on the popular podcast Call Her Daddy to connect with young, female voters. The result? She reached an audience that might never tune into legacy programs like 60 Minutes or The View. 

This underscores the importance of tapping into these platforms. Podcasts offer a unique opportunity to engage with audiences in a more relaxed, conversational setting, building trust and connection in ways legacy media simply can’t. 

3. New Platforms Are Redefining Influence

It’s not just podcasts shaking up the media landscape. Platforms like TikTok, Substack and Instagram played a huge role in the 2024 election, particularly among younger voters.  

These platforms are designed for fast-paced, engaging and visually driven content, making them perfect for campaigns looking to capture attention quickly. 

For example, TikTok creators with massive followings amplified key campaign messages, while Substack newsletters allowed independent writers to provide deep-dive analysis that resonated with niche audiences. 

If you’re still prioritizing traditional media over these platforms, you’re missing a big piece of the puzzle. The future of communications lies in meeting audiences where they already are and delivering content in the formats they prefer. 

4. Targeted Messaging is King

The Trump campaign’s success highlights the power of targeted communications. The campaign focused heavily on hyper-specific messaging tailored to key voter demographics.  

Instead of relying on broad, generic statements, they delivered content that spoke directly to the concerns and interests of younger voters — a group that proved critical to their victory. 

This approach worked because it feels personal. People want to engage with messages that reflect their values and experiences, not generic talking points.  

Effective communication today isn’t about reaching everyone; it’s about reaching the right people in the right places. 

Download Our Report for More Insights

The growth of alternative platforms and online communities has led to the current age of “decentralization.” And our recent survey provides additional insights into this important topic.  

Created in partnership with PRWeek, our new report sheds light on the evolution of influence and how communicators can stay ahead. 

Download the report to explore: 

• Decentralization's impact: Understand how the rise of digital communities and platforms has made it harder for corporate storytellers to control the narrative.
  

• AI's role in improving storytelling: Learn why nearly half of communicators are increasingly optimistic about AI's potential.
  
  
• The future PR skill set: Among others, AI fluency is expected to become a top skill in five years - with 77% of respondents identifying it as crucial.