Written by Matthew Celestial
Canada’s media is in a precarious state. Shrinking newsrooms, the closure of local broadcasters and the struggles of online media platforms have created a perfect storm, threatening the way Canadians consume and connect through news. As the lifeline of information in a democracy, media is essential to maintaining transparency, accountability and the stories that unite us. However, these challenges have reached a breaking point, leaving PR agency with an urgent question: What can we do to help?
Over the years, we’ve watched the media landscape shift dramatically, especially in Canada. While discussions in the PR industry increasingly centre around integrating AI, influencer marketing and data-driven campaigns, we just can’t simply ignore the elephant in the room. Canadian media is struggling, and as communicators who rely on the press to amplify messages, we have a shared responsibility to help stabilize and strengthen the media ecosystem.
Understanding the Crisis
The decline of Canadian media is multi-faceted. Here are some of the most pressing issues:
Shrinking Newsrooms: Over the past decade, newsroom staff across Canada have been cut to the bone. Journalists are now expected to cover multiple beats, churn out stories at breakneck speed, and do so with limited resources.
Closure of Local Outlets: Small towns and rural communities have lost their local news outlets, leaving residents without a reliable source of information about their own communities.
Unsustainable Digital Models: Online media, while innovative and promising, often struggles with funding and monetization. Advertising revenue has largely been siphoned away by tech giants, leaving digital-first outlets scrambling to stay afloat.
Challenges in Reaching Canadians: Canada’s vast geography and diverse population make it uniquely challenging to distribute news equitably. Many communities—particularly Indigenous and rural ones—are underrepresented or excluded entirely.
These issues aren’t just “media problems”—they’re societal problems. A weakened press means fewer watchdogs, fewer stories that reflect the lived experiences of Canadians and a population that grows more disconnected by the day.
Why PR Professionals Must Take Action
PR professionals are uniquely positioned to help address these challenges. Our work often intersects with that of journalists, editors and publishers, and we rely on their platforms to share our clients’ stories. But now, it’s time for us to do more than simply pitch stories. We need to take an active role in supporting and advocating for the media industry.
Here are four ways we can lead the charge:
1. Support Journalists as Partners
Journalists are overworked and overwhelmed. By providing them with thoughtful, well-researched pitches, PR professionals can ease some of their burdens. Respect their deadlines, understand their beats, and focus on providing value, not just visibility for your clients. Remember, behind every story is a journalist trying to do their best with limited resources.
2. Think and Work Like Journalists
Gone are the days when PR could focus solely on promoting products or corporate initiatives. Today, we must approach storytelling with the same rigor as journalists. This means pitching stories that matter—ones that inform, inspire and resonate with audiences. Prioritize narratives that reflect public interest, highlight diverse voices, and align with the values of the publications you’re pitching to.
3. Innovate on New Platforms
While traditional media is shrinking, new platforms are emerging. Podcasts, independent newsletters and niche digital communities offer opportunities to share stories in fresh and engaging ways. PR professionals must learn to navigate these spaces, experimenting with formats and platforms that bridge the gap between brands and audiences.
4. Advocate for Canadian Media
Finally, we need to champion the media industry itself. Support initiatives that fund local journalism, advocate for policies that promote media diversity and collaborate with stakeholders to find sustainable solutions. This will help us preserve jobs. But most importantly, we can safeguard the stories that define us as Canadians.
Reconnecting with Canadians
Canada’s media landscape is not beyond saving. But it will take collaboration, innovation and advocacy to rebuild it into something more resilient and representative of our country’s stories. Public relations professionals have the skills, networks and creativity to lead this effort, but we must be willing to step outside our comfort zones and take bold action.
The next time you pitch a story, think beyond your client’s needs. Consider how you can support the journalist, contribute to the media ecosystem, and ensure the story serves the public good. Together, we can help Canadian media not only survive but thrive in this era of change.
A Call to Action
Let’s shift the conversation. Instead of focusing solely on AI and influencer marketing, let’s talk about how we can better support our media counterparts. Let’s advocate for policies that sustain journalism, explore new ways to connect with audiences, and collaborate to tell stories that matter.
Canada needs a strong, vibrant media—and it’s up to all of us to make it happen.
What are your thoughts? How can PR professionals step up to support Canadian media? Let’s start the conversation.