The White Houses recent decision to grant press credentials to independent journalists, podcasters, and social media influencers marks a defining moment in the evolution of modern media. It acknowledges a reality that has been unfolding for years: How people consume information has fundamentally changed.For years, traditional media outlets have been the primary gatekeepers of news and information. Today, the landscape is fragmented, dynamic, and decentralized. Millions of people now turn to independent content creators, newsletters, and podcastsoften in place of mainstream news sources. This shift raises essential opportunities and challenges for companies and executives navigating todays complex media environment. Its no longer enough to focus solely on securing a headline in The Wall Street Journal or The New York Times. Brands must now consider a broader media strategy that embraces both traditional outlets and the increasingly influential world of digital-first journalism.But with this new ecosystem comes a critical question: What does credibility look like in a fractured media landscape?The new credibility equationFor decades, legacy news organizations have been built on a foundation of editorial rigor, fact-checking, and accountability. Their reputations were shaped by rigorous journalistic standards and the trust they cultivated over time. Meanwhile, digital-native journalists and independent voices have built influence through transparency, authenticity, and direct engagement with their audiences.These two worldstraditional journalism and the creator-driven media ecosystemare now colliding. The rise of Substack writers with niche but highly engaged followings, YouTubers who command audiences in the millions, and podcasters shaping public discourse means companies must rethink their media approach.This shift makes it more critical than ever to scrutinize who is shaping the narrative and how companies engage with them. The days of assuming that credibility is tied only to newsroom mastheads are over. Today, credibility is about trustand trust is built differently across different platforms.Traditional media still mattersbut its not enoughDespite the rapid changes in how people consume information, traditional media remains criticaland for good reason. Legacy outlets journalistic rigor, editorial accountability, and broad reach continue to make them essential players in shaping public perception.However, traditional media is under immense pressure. Shrinking newsrooms, declining ad revenue, and increased financial strain have led to fewer reporters covering more topics with less time. Many once-dominant outlets have had to pivot toward subscription models or lean into digital strategies just to survive. This means fewer opportunities for companies to secure high-impact, in-depth coverage from traditional newsrooms.In this environment, relying solely on traditional media is no longer viable. Companies must balance traditional earned media with owned content and engagement with non-traditional outlets. Those who do will be in the strongest position to shape and control their narratives.What this means for strategic communicationsAs strategic communicators, our role is not just to secure media coverageits to ensure the right message reaches the right audience through the right medium and with the right voices. This means taking a more nuanced approach in a world where influence is distributed across a diverse range of platforms.Heres how companies should be thinking about media strategy in this new era:1. Expand your definition of mediaThe traditional definition of earned media has changed. Companies must now balance legacy medias historical rigor with independent voices growing influence. That means evaluating a broader range of outlets, from traditional newspapers to influential newsletters, YouTube channels, and LinkedIn thought leaders.Reaching audiences effectively requires meeting them where they are. For younger generations, that might mean TikTok explainers or long-form podcasts rather than a story in a top-tier news outlet. To reach more specific B2B audiences, it could mean a niche Substack written by an insider rather than a mainstream business publication.Companies that fail to expand their media strategy risk missing out on key audiences who no longer consume information in traditional ways.2. Prioritize journalistic integrityvetting mattersWhile the range of credible media voices has expanded, the core principles of credibility remain the same. Companies must vet every media opportunitywhether its an interview with a top-tier publication, a widely followed YouTuber, or an independent podcaster.The key questions to ask:What is their reputation for accuracy and fairness?How do they engage with their audience?Do they have a history of sensationalism or misinformation?Credibility should not be sacrificed for reach. While a viral podcast might attract an attractive audience, if it lacks journalistic integrity, the long-term reputational risks outweigh the short-term exposure.3. Own your narrative through direct storytellingWith more voices shaping the public conversation, companies must take greater control of their messaging. That means investing in owned media channelsblogs, newsletters, corporate podcasts, and executive platformsto provide direct, unfiltered context.A strong owned media strategy allows companies to:Reinforce key messages consistentlyProvide additional context to paint the whole pictureBuild direct relationships with key audiencesExecutives who consistently engage on LinkedIn, for examplesharing insights, reactions to news, and original analysisare positioning themselves as trusted sources in their industries. In doing so, theyre not just relying on traditional media to tell their storytheyre actively shaping it.The future of media engagementThe evolution of media is exciting and complex. In the years ahead, the companies that embrace this shift rather than resist it will shape the narrative. This new landscape offers unprecedented opportunities to connect with audiences more directly and meaningfully. However, it also demands a new level of discernment, strategic thinking, and adaptability.Companies must now balance the credibility and rigor of traditional media with the authenticity and engagement of independent voices while strengthening their channels for direct storytelling. Those who can do this effectively will not only navigate the new media world but also help define it.Tyler Perry is co-CEO of Mission North.