Digital media trends changed drastically and professionals need to adapt in 2026.
Four questions that every PR team should ask before planning a strategy
As innovations push our world to change at a faster pace it is no surprise that media relations have become more complex. This is due to the fact that communication channels do not flow through the same predictable channels anymore. They now move through a diverse and dynamic ecosystem that can boost or undermine the message. Therefore, a refined framework is needed to adapt.
Previously, PR professionals were accustomed to the PESO (Paid, Earned, Shared, and Owned media) model to organize their strategy. However, platforms nowadays have segmented attention of users and new stakeholders meaning this model does not suffice anymore. To respond to this change the Institute for Public Relations designed the Digital Media-Arena (DMA) framework.
This framework gives the ability to expand the old model by differentiating 14 digital "arenas" where stakeholders like journalists, influencers all the way to activist groups and communities interact and affect the message. These arenas are divided from some being highly controlled like an organizations own channels to uncontrolled ones like parodies or social media communities.
Why this matters?
This enables organizations to expand their view and see the contrast between different media characteristics like influence or control. For instance some channels allow PR teams to directly modify the message, others demand constant overview and fast responses. Consequently, some channels allow different degrees of control moderation or responding.
This means that communicators must monitor and engage with how audiences interact with the message not only output.
From framework to action:
The 4 questions every PR team should ask
In order to put this innovative framework into practice, PR teams need to analyse basic stakeholder information and regularly reflect on four core questions:
Where is the conversation actually happening?
Not all influence sits in traditional media. Understanding which digital arenas host meaningful discussion from news platforms to social communities. This is the starting point for strategic engagement.
Who is shaping meaning in those arenas?
Journalists, influencers, activists, and online communities all play different roles. Identifying who drives attention versus who drives interpretation helps prioritise engagement efforts.
What signals require action and which do not?
Not every spike in attention demands a response. Strategic communication depends on distinguishing noise from meaningful shifts in perception.
How much control do we realistically have?
Some arenas allow message direction, while others require listening, moderation, or restraint. Recognising degrees of control prevents misaligned responses.
It's no secret that teams need to implement empathic and fast reactions into their strategies to improve relationships. As previously expressed the media environment moves fast, hence, publics and opinions move drastically. While there are tools to automatically respond or analyse this information strategic thinking still remains crucial.
Bring change to your strategy
Making sense of this change isn't just something theoretical, its crucial for impact. Frameworks like this help build reach and gain understanding by mapping where engagement emerges from, how channels operate and getting a grasp on where organisations are gaining or losing influence.
Frameworks, however, are not enough. Teams must develop the ability to read signals, choose the right channels and adapting their strategy in response to audiences and platform shifts.
Programs that focus on improving communication abilities like Gaudere's Prisma are designed to support this thinking.
Discover the approaches that help construct an efficient communication strategy, connect with the audience, inspire voices and implement frameworks that connect communication to business results. A core part of the service is learning how to use social media listening for insight and for implementing strategies. Lectures can be given to develop understanding and gain knowledge on how to develop and put into practice certain strategies. Constant consultation is available as well as fast interventions in the case of communication crisis's or in cases where companies cannot seem to get positive result from their strategies.
