In the ever-changing public relations industry, staying ahead of industry trends and maintaining meaningful relationships with journalists is crucial in securing impactful coverage that brands covet. Substack, once known primarily as a newsletter platform for independent writers, has slowly morphed into a powerful networking and research tool for PR professionals.
Whether you’re monitoring media conversations, deepening your understanding of niche industry audiences, or seeking thought leadership, Substack offers opportunities that go far beyond simply reading newsletters. Here are five strategic ways to maximize its potential.
1. Follow Journalists to Understand Their Voices and Interests
Many journalists now use Substack as a platform to write freely on topics they care about, while remaining outside the editorial constraints of editors and publishers. Subscribing to a journalist’s newsletters gives you direct access to their authentic perspectives, tone, and areas of passion. This insight can be invaluable when tailoring pitches or building relationships. At T/K, we make reviewing Substacks and engaging with their authors part of our media monitoring routine, alongside monitoring and sharing client coverage, pitching, and preparing for the day’s meetings.
2. Discover Emerging Media Voices & Client Industry Trends
Substack has become a launchpad for independent reporters, analysts, and commentators who may not yet write for major outlets, but who are becoming influential voices in their fields. Following these journalists early can help you cultivate relationships with young or transitioning journalists before their next high-profile position, as well as identify industry trends before they become mainstream. For example, our clients in the health and wellness space appreciate it when we share with them new research that has not yet been widely publicized. This approach enables us to be first movers in timely, proactive media outreach.
3. Use It as a Listening Tool for PR Industry Trends
There are several respected and seasoned PR professionals with their own Substacks. In addition to understanding the emerging trends in our clients’ industries, at T/K we strive to be masters of our own industry. By dedicating time each week to reading and reflecting on these pieces, we enhance our ability to anticipate what matters and what will make a meaningful impact with our clients. Whether it’s emerging tools, writing styles, or pitching best practices, we have an obligation to stay at the forefront of PR and can do so with help from expert insight.
4. Build Thought Leadership Platforms for Clients
PR professionals often advise clients to build authority through both earned and paid content, but many overlook the importance of a dedicated Substack strategy. Substack’s ease of use makes it a low-barrier way to publish insights, case studies, or commentary on industry trends. A well-crafted Substack can help establish clients as a go-to expert in their fields, creating brand recognition amongst peers and prospects. For T/K clients, this approach could mean a dedicated content strategy alongside LinkedIn, blogs and bylines.
5. Create Genuine Dialogue, Not Just Outreach
Substack is designed to spark meaningful conversations. Many newsletters allow comments, discussion threads, and even direct replies. Utilize these channels to foster genuine engagement with writers and journalists, ask questions, share observations, or express your appreciation for their work. Done respectfully, this builds familiarity and trust, making future professional outreach feel more natural and mutually beneficial. If a journalist includes one of our clients in their Substack coverage, we thank them as a way to show appreciation and let them know we are paying attention to their work.
The Skinny on Substack
Substack should serve as a bridge between PR professionals and the evolving media landscape. By using it strategically to listen, learn, and engage, PR professionals can enhance both our media relationships and client coverage. In an era where connection and visibility are key currencies in public relations, Substack offers the perfect blend of both.
