When Influence Leads the News
Remember when the Politico Influence first hit the inboxes? It was a midday must-read — h/t to Chris Frates for building and introducing us to that incredible newsletter.
Today, influencers are everywhere. And what was once a platform informed by traditional media, has become the source for earned media in quite the opposite direction. I wrote last week about the flow of legislation from the states to D.C. and back again, today I’m writing about another flow of information that has shifted.
Just as the flow of legislation has reversed—from states to federal and back again—the same can be said of media. The traditional current, where newsrooms set the agenda and public figures or influencers amplified the stories, has been disrupted. Today, it’s often the influencers who shape the narrative, while legacy media follows their lead.
I’ve watched this shift unfold in real time. It used to be that a well-reported news story sparked conversation. A profile in the Washington Post or a segment on 60 Minutes could change a reputation, launch a national debate, or shift public sentiment. The news was the origin point—solid, vetted and edited.
But the pace and platforms have changed. Now, a viral clip, an Instagram post, or a well-timed tweet can ignite a national conversation before a single newsroom has filed a story. Traditional outlets are increasingly reactive—covering the reaction, not driving it. Entire news cycles now begin with what caught fire online, not with original reporting.
This reversal makes one thing clear: brands, organizations and public figures can no longer rely solely on earned media. They must lean into their personal brand and use their own platforms to tell their story first. Substack has become a powerful tool in this new media landscape—offering a direct, unfiltered channel to an audience that opts in. It’s a space where executives, thought leaders and creatives can build trust, shape ideas and drive the conversation without waiting for a green light from traditional media.
Owned media—whether it’s a newsletter, podcast, LinkedIn post, or short-form video—is no longer a nice-to-have. It’s the foundation.
In today’s media environment, those who publish first—authentically and with purpose—set the terms. Everyone else scrambles to catch up.