Strategic Communication: Journalists’ Role Amid the Rise in Digital Influencers

Journalists have a long-standing presence in strategic communication, seen as a “transitory” mediating stakeholder that can influence other key audiences within organizations. However, their role is increasingly being challenged by the rise in alternative information disseminators—mainly digital influencers (DIs) who possess considerable persuasive power and command extensive reach across diverse audiences. Using a qualitative methodology, this study aims to analyze the perceptions of brand and strategic communication professionals regarding the role of journalists in the context of the emergence of influencer marketing within the field of strategic communication. To this end, the views of 24 communication professionals were gathered, including individuals from communication agencies and communication departments in both public and private sector organizations. The findings were discussed in light of the conceptual framework of media relations and digital influence. Results indicate that, although DIs are now well-established within the field of strategic communication, their rise has not diminished the importance of journalists in communication strategies.