Why Media Relations Still Matters in an AI-Driven World

We’re living in a moment where artificial intelligence feels like it’s reshaping everything: how we work, how we communicate, and how people search for information. But here’s the truth we see every day at The Holliday Collaborative Agency: media relations is not going anywhere. In fact, its value is increasing.

AI hasn’t replaced the media. AI relies on the media.

That’s exactly why organizations can’t afford to step back from strategic storytelling, trusted news coverage, and strong relationships with journalists.

AI Is Only as Good as Its Sources, and Those Sources Are the Media

Whether someone asks an AI assistant about a local issue, a nonprofit program, a city initiative, or a community challenge, the response isn’t being formed out of thin air. AI pulls from credible, verified sources, including:

• Local news outlets

• Statewide and regional media

• National publications

• Broadcast interviews

• Feature stories and investigative reporting

If your organization isn’t showing up in these places, AI has nothing to work with.

This means your reputation, your narrative, and your impact are being shaped by what’s publicly available. If the media hasn’t covered your work, or worse, if the only coverage available is outdated, audience perceptions will reflect that.

Local Media Still Drives Awareness and Trust

At Holliday Collab, we’ve always believed in the power of local storytelling. Not because it sounds good, but because it works.

Local journalists understand the heartbeat of the community. They know the history, the pain points, the politics, and the progress. Their reporting carries a level of trust that continues to influence decisions, from families choosing resources to business owners looking for partners to stakeholders trying to understand what’s happening in their own city.

In an AI world where people expect fast and accurate information, local media continues to be a primary source of truth and a powerful way to make sure your story is included in the conversation.

Statewide and National Media Shape Credibility

Getting your organization into regional and national outlets doesn’t just build visibility; it builds validation.

That credibility is what:

• Shapes policy conversations

• Strengthens partnerships

• Influences funding opportunities

• Elevates leaders

• Supports long-term reputation growth

And again, AI pulls from these stories when people search for guidance, context, or clarity. Media relations ensures the right version of your story is the one showing up.

AI Didn’t Replace Media Relations; It Amplified It

We’re watching a shift happen across our industry: Organizations that embrace media relations now aren’t just reaching reporters; they’re influencing future AI-generated content.

That’s something no press release generator or automated tool can do on its own.

AI may have changed the channels, but it didn’t change the core of communications:
people still want credible, human stories.

So Why Does Media Relations Still Matter? Because Your Story Deserves to Be Found.

Good stories don’t just move people, they move policy, resources, opportunities, and communities forward.

At a time when people are searching for everything online, and often relying on AI to summarize it, media visibility is one of the strongest ways to ensure your work is represented accurately and authentically.

If the media isn’t talking about your impact, AI won’t be talking about it either.

That’s why we continue to invest in strong relationships with journalists, produce newsroom-ready stories, elevate community voices, and help our clients stay part of the public conversation.

Because in a world full of noise, your story still matters, and it deserves a place in the record.