Public relations professionals are continually challenged to adapt to new circumstances.
Fortunately, we’re good at it, and we’ve kept pace with every evolving industry trend.
Ready for the next challenge?
We need to learn how to work with citizen journalists and independent content creators. If we don’t, and we simply remain reactive, the companies and brands we represent risk becoming the subject of an investigative reporter’s next groundbreaking exposé.
The rise of citizen journalism
Nick Shirley became a household name in January of 2026 following his investigation into the Minnesota state daycare fraud scandal, but citizen journalists and independent content creators have been around for more than two decades.
The 2005 introduction of YouTube catalyzed the movement. In 2012, a group of independent investigative reporters uncovered animal abuse by a major meat supplier, leading to a U.S. Department of Agriculture investigation.
From there, independent journalism snowballed. Eliot Higgins revealed that it was a missile attack that brought down Malaysia Airlines Flight 17 in 2014. In 2024, Joe Rogan was interviewing presidential candidates, and by 2025, his show had surpassed 6.1 billion views. Today, independent creators such as Matt Taibbi, Johnny Harris, Lenny Rachitsky, and Aaron Parnas continue to grow in popularity and influence. Adding to the credibility of the citizen journalist ranks are former mainstream journalists Dan Rather and Don Lemon.
The public relations industry must adapt
Citizen journalists have transformed media. If you work in PR in 2026, it’s essential to consider independent creators as top-tier influencers, with the same impact as the mainstream press.
The first step in building a strategy to engage independent creators is to determine the communications position:
- Proactive engagement to garner influence: when your story serves their audience’s interests, and you can offer exclusive access, while understanding you’ll have minimal control.
- Reactive engagement to mitigate a story’s impact: when you suspect there may be an investigation of your industry or company, or when negative or inaccurate information circulates widely.
If your strategy is proactive and you need to engage a citizen journalist:
- Target based on perception and influence, using data from influencer ratings platforms such as Favikon.
- Evaluate whether their stories cite verifiable evidence and sources.
- Offer a perspective they can’t get elsewhere. Their audience wants bold topics and hidden truths, not brand messages.
If your strategy is reactive and you need to mitigate a story’s impact:
- Monitor social media engagement trends, so you can scenario plan.
- Remember that citizen journalists have no higher authority than editors-in-chief. Content is uncensored and can reach millions immediately.
- Understand that they reach and influence your stakeholders through their channels; analysts read Substack, investors listen to podcasts, and KOLs watch YouTube.
Accept the new media paradigm
Citizen journalists are motivated by causes they believe in. They have transformed media, and PR pros cannot afford to ignore them, because eventually, your company may become their story. Nobody in the Minneapolis daycare business saw Nick Shirley coming, but you can prepare now and understand how to work with independent investigative reporters or to defend your reputation against them.
This blog was written by Joshua R. Mansbach, PR Club Board Member