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At Miller Ink, we believe that public relations is dead.

It sounds ironic coming from a PR firm, but what we mean is that the traditional way public relations has been practiced is dead. The entire communications industry—journalism, PR, media—is undergoing a profound transformation. The culmination of computers, the internet, handheld electronics, social media and, most recently, artificial intelligence has reshaped how information is created, distributed and consumed.

Journalists are increasingly leaving multi-year or decade-long careers at legacy media outlets to start independent ventures on Substack. Individuals with no platform at all can launch a podcast that turns into a global phenomenon. And instead of complaining to family and friends, anyone with an opinion can broadcast it across social media.

Gone are the days of blasting pitches to hundreds of journalists or building an entire communications strategy around a handful of media relationships. These traditional tactics have been replaced by a world in which alternative media outlets and approaches are more valuable than ever. An online presence is non-negotiable, and PR must blend with digital media strategies such as influencer relations, digital marketing campaigns and social content creation.

When thinking about this shifting landscape, we recall the old philosophical question: If a tree falls in the forest and no one is around to hear it, does it make a sound?

The PR version is: If a reporter writes a glowing feature story about your client, your company or your brand, but nobody is around—that is, subscribed to the media outlet—to read it, does the story even matter?

The answer is increasingly no. These days, feature stories in major media outlets go unread, while X threads go viral in a matter of minutes. Short videos on TikTok have more influence than op-eds in prestigious publications, and a quick plug from a YouTube influencer gets more engagement than a segment on 60 Minutes. Anyone with a smartphone and a Wi-Fi connection can broadcast their thoughts to an unlimited audience.

Telling your clients’ stories effectively is more complicated than ever. X users don’t respond to press releases. TikTok influencers don’t attend press conferences. And Gen Z surely isn’t receiving a daily copy of the New York Times—or any other legacy paper—to their doorstep. Traditional media placements still have value for building credibility, SEO and influencing decision-makers, but they can no longer serve as the sole pillar of a communications strategy.

How, then, can you tell your story?

Despite these changes, earned media is more alive—and more essential—than ever, and still remains at the heart of effective communication with target audiences. The digital world unlocks storytelling opportunities that were previously impossible, from viral social campaigns and direct-to-consumer content strategies to creator partnerships and niche communities. It allows clients to reach audiences they could never have expected, and build deeper, more personal connections.

But to succeed, you must be nimble and proactive. If you don’t embrace the digital ecosystem, you’ll be left behind. At Miller Ink, our team draws from a wide range of fields and backgrounds—far beyond traditional media—and is supported by a network of creatives, strategists, specialists and partners who think on their feet and develop creative solutions for problems both big and small.

A compelling story will always cut through the noise. However, PR professionals can’t rely on a few media connections to get a narrative out. It’s essential to understand the ins and outs of each client’s unique ecosystem, including its goals, needs and challenges, to find clever and creative angles that its target audiences will be interested in hearing. With the right message, your client has the power and privilege of forming long-lasting relationships with its audience.

The media industry as we’ve known it is shifting seismically. The environment in which people consume information, share ideas and form opinions is drastically different from what it was even a couple of years ago. To not only survive but thrive in PR today, you must deploy an integrated approach across earned, owned and paid media.

Those who learn to swim in this rapidly changing communications environment will find tremendous opportunities for storytelling, effective communication and meaningful PR that truly make a difference.