Ascent Strategy Group Founder & CEO John Digles talked with Provoke Senior Reporter Diana Marszalek, along with Bill Burton and Dianne Riddle Mikeska, about the public relations industry's reckoning with alternative media.
The media ecosystem evolved well before the 2024 election. The rise of Newsmax Media, Inc. and dominance of mega-podcasters like Joe Rogan, Charlie Kirk and Megyn Kelly had already reshaped primary news sources for millions of Americans.
Digles says the people our clients must reach are now tuned into media platforms professional communicators have often avoided.
“Every data point shows our core consumer demographic has moved into more fragmented news sources,” Digles said. “The reluctance of communications programs to engage these conversations with skeptical hosts is making it worse.”
