WRTV Announcement Should be Eye Opening to PIOs

The recent mass layoffs at WRTV aren’t just a media story… they’re a warning sign for every organization that depends on the public hearing their message.

As someone who has worked in public safety communications for more than three decades, I’ve watched the communication landscape completely change. What we are seeing right now with newsroom reductions isn’t temporary — it’s part of a long-term shift in how information reaches the public.

Here is the reality leaders need to understand:

Mainstream media is no longer guaranteed to be your primary communication channel.

When stations reduce staff, there are fewer reporters to cover community stories, fewer opportunities for earned media, and less time for journalists to fully understand the message you are trying to share.

That means something important:

If your organization depends solely on traditional media to tell your story, you are operating with an outdated communication model.

Today, every agency, department, and business must think like its own media outlet.

That means:
• Strong and consistent social media presence
• Direct communication channels with your audience
• Email, text alerts, and notification systems
• Trained spokespersons who can communicate clearly and quickly
• A communication strategy built before you need it

The organizations that will succeed moving forward are the ones that invest in owned media — the platforms you control — instead of relying only on earned media — the platforms you hope will cover you.

This doesn’t mean traditional media isn’t important. It absolutely is. Trusted journalists remain critical partners in informing our communities.

But the reality is simple:

You must be prepared to communicate your message whether the media is available or not.

This is exactly why communication planning, crisis messaging preparation, and social media strategy are no longer optional functions. They are essential leadership responsibilities.

The agencies and businesses that recognize this shift now will be the ones whose voices are still being heard five years from today.

If your communication strategy still looks like it did 10–15 years ago, now is the time to rethink it.

Because the question is no longer:
“Will the media cover our story?”

The real question today is:
“Are we prepared to tell our story ourselves if they don’t?”

#ThePioGuy #CrisisCommunication #PublicRelations #LeadershipCommunication #PublicSafety #MediaStrategy