The new media reality: What progressive organizers need to know
- 2 days ago
- 4 min read
Media and civil society have never been more interdependent — or more under pressure. If you're working in progressive organizing, understanding how newsrooms actually operate today is no longer optional. It's essential for effective campaigning and public engagement.
Media experts Aizhan Kazakbaeva and Alex Vorobev set out what they've learned from working directly with media organizations across Europe.
The shared storm
Independent media and civil society organizations face remarkably similar pressures right now. Both struggle with funding instability, digital transformation, hostile political environments, and the constant battle for audience attention. Both are targets of disinformation and delegitimization campaigns.
But here's where the logic differs: media inform, CSOs advocate. A journalist's job is to present multiple viewpoints; an advocacy group's job is to push for specific outcomes. Media are expected to remain impartial; CSOs are expected to take sides. Understanding this distinction is the foundation of any productive partnership.
The media ecosystem you rely on to reach people is genuinely fragile. Traditional advertising as we knew it has become obsolete with no revival in sight, at least in the near future. Platforms like Meta and Google control distribution but are actively pulling back from news content. Generative AI is summarizing information directly, so users never visit original news sites. One algorithm change can wipe out years of audience-building overnight.
By 2026, newsrooms are being asked to be financially sustainable, technologically adaptive, politically resilient, and audience-centric — all at once, with fewer resources than ever.
Where collaboration actually works
Despite these pressures, media still need partners. The question is how to collaborate in ways that fit today's newsroom reality.
Storytelling co-creation remains the most effective form of cooperation. Progressive organizations often sit on powerful stories — real people, real stakes, real consequences of political decisions. This is exactly what journalists need. Providing access to affected communities, credible spokespeople, and lived experiences enables reporting that would otherwise be impossible. This isn't advocacy disguised as journalism — it's making good journalism possible.
Deeper format partnerships can also work well. Co-hosting podcasts, contributing to formats where expertise and reporting naturally intersect, or supporting joint investigations — when done transparently, these extend a newsroom's capacity without compromising editorial independence.
Structural support goes even further. Some organizations sponsor reporting fellowships, create issue-based journalism awards, or fund editorial development on underfunded topics. With proper editorial safeguards, this strengthens the entire media ecosystem you depend on.
Quick tips: What works (and what doesn't)
Save newsroom resources — don't consume them. Journalists operate under permanent constraints: limited staff, time, and budget. Before sending a press release, ask yourself: what would this newsroom actually need to turn our information into a publishable story, in their format?
Helpful support includes: ready-to-use photos or short video, clear fact sheets and timelines, verified quotes with names and roles, links to primary documents, and fast access to credible experts. The goal isn't to write the story for them — it's to lower the barrier to covering it quickly and accurately.
Build relationships with journalists, not just outlets. Sending press releases to generic inboxes has limited impact. Real leverage comes from relationships with individual reporters who cover your issues. Journalists carry their beats and expertise with them even when they change jobs. Follow their work, understand how they frame stories, then approach them with relevant angles and verified information.
Align with editorial calendars. Timing matters more than many organizations realize. Send media advisories days — not hours — before events. Offer experts early so coverage can be planned, not improvised.
Show up where journalists are. Conferences, summits, and media forums (like IJF Perugia, GMF in Bonn, or the Reinventing Media Business in Riga) are where real conversations happen. Come prepared to answer: what can you offer — experts, access, funding, formats? How can you make their next story easier to produce?
What to avoid: Don't expect outlets to act as PR agencies. Don't pitch without understanding how a journalist frames their beat. Don't create additional work for already stretched teams.
Tools & Resources
To understand how media outlets actually operate — who they reach and where their audience comes from — tools like Similarweb (traffic sources, audience geography) and Social Blade (platform performance) can help assess reach and stability for partnership planning.
For staying informed about what's happening inside journalism, follow:
● The Fix Media — newsroom strategy, innovation, and sustainability
● Nieman Lab — media industry analysis
● Poynter — journalism trends and ethics
● Reuters Institute Journalism, Media & Technology Trends and Predictions 2026 — essential reading on where the industry is heading, including insights on AI-driven search disruption, the creator economy's impact on newsrooms, and shifting audience behaviors
The media environment in Europe is changing fast — economically, technologically, and politically. Working with media in more strategic, realistic, and collaborative ways isn't just good practice. It's how progressive organizations will reach people in the years ahead.
Aizhan Kazakbaeva and Alex Vorobev are project leads in The Fix, a European media publication and consultancy focused on sustainability, audience growth, and strategy for independent media and civil society organizations.
To dive deeper into this topic, watch our webinar with Aizhan and Alex.
To find out more and explore how your campaign would benefit from better collaboration with media, drop us a line at info @ centerfordigitalaction.eu
Featured image from CANVA
Blog post licensed under CC BY-NC-SA 4.0
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