It’s time to face the facts. Traditional PR tactics aren’t enough to move the needle anymore. 

Media relationships are certainly still important. And we’d never turn down a tier one feature. But in today’s AI-powered world, you need a more expansive program to drive real influence. 

There are two major contributors to this shift. First, amid industry shakeups and M&A, media outlets are eliminating staff left and right, pushing well-known reporters to start their own platforms on social media and platforms like Substack. The line between media contact and industry influencer is blurring, which means instead of building a traditional media landscape, brands now have to think about a broader “knowledge landscape.” 

Translation? You need to saturate more channels than ever in order to win. 

Secondly, and perhaps inextricably, AI search is transforming the PR game as we know it. It’s changing the way people look for information, and it’s changing the way their answers are generated. SEO is no longer about keywords; it’s about queries, and it’s centered on buyer education. 

Findability is now dependent on three areas of influence: volume, validation, and value. For brands to win in the age of AI search, that means they need: 

• A high volume of documentation on what they do across multiple channels 

• Validation from trustworthy sources 
• To provide real value anywhere and everywhere they show up online 

That means your PR program must encompass as many of the platforms your audience trusts as possible. We’ve already chatted about the importance of social media strategy at length, so today let’s take a look at another potential area of influence: Substack. 

What is Substack? 

“The app for independent voices,” Substack is a subscription-based media platform that allows readers to access content on the topics that matter most to them. From newsletters to podcasts to weekly roundups, Substack empowers creators and thought leaders to build direct relationships with their audience. 

In the tech world, Substack enables developers, entrepreneurs, and experts to share insights, industry trends, and product updates without relying on traditional media outlets. This decentralized approach allows for more niche and specialized content, fostering a community of engaged readers and creating new opportunities for influence. 

Substacks to pay attention to 

As you broaden your Substack horizons, here are nine must-read newsletters across a variety of verticals those of us in the tech industry can’t get enough of: 

AI Valley (100k+ subscribers) 

What is it? A daily (Monday-Friday) newsletter surfacing trends, news, and insights before they hit the mainstream news. Listed as one of the Top 10 AI newsletters in the world, AI Valley is the trusted source to navigate the evolving landscapes of AI and tech. 

Who should subscribe? PR professionals looking to get a jump on the latest AI trends, anyone and everyone who uses or works in AI. 

Dispatch by Dynamo Ventures (3k+ subscribers) 

What is it? A weekly newsletter that distills the supply chain headlines that matter to how we make, move, and monetize the world’s goods. 

Who should subscribe? PR professionals and leaders in the supply chain space. 

E-Commerce Innovator’s Journal (44k subscribers) 

What is it? A weekly roundup of essential tips and trends for e-commerce professionals, curated to help you grow and thrive. 

Who should subscribe? PR pros with e-commerce clients, and e-commerce professionals looking to stay informed on the latest trends. 

EVMagz (29k+ subscribers) 

What is it? Daily recap on electric vehicle news straight to your inbox. 

Who is it for? PR professionals working with automotive/mobility clients, leaders in mobility, EV, and clean energy. 

The Fintech Blueprint (111k+ subscribers) 

What is it? A newsletter delivering insightful analysis about how the future of finance is being shaped by AI, crypto, neobanks, and other innovations. 

Who should subscribe? PR professionals in the fintech space, as well as financial services investors and operators. 

Fintech Business Weekly (89k+ subscribers) 

What is it? A once-a-week newsletter offering in-depth analysis on trends and stories in banking, fintech, and crypto. 

Who should subscribe? PR professionals and fintech leaders. 

Packt SecPro (65k+ subscribers) 

What is it? A weekly cybersecurity newsletter featuring actionable insights from 100,000 working security professionals combating modern threats. 

Who should subscribe? PR pros with cybersecurity clients, cybersecurity professionals who want to stay ahead of the latest industry news, common challenges, and emergent threats.

The Rundown AI (1M+ subscribers) 

What is it? A daily roundup of the latest AI news, why it matters, and how to apply it in your work. The largest AI community in the world, The Rundown AI offers email newsletters, exclusive interviews for major AI launches, a premium AI education hub, and an AI tool database. 

Who should subscribe? PR professionals working with AI-powered clients, tech leaders with AI offerings, and digital workers looking to incorporate AI into their daily life/workflows. 

Venture in Security (19k+ subscribers) 

What is it? In-depth analysis on the business of cybersecurity, how the industry works, and the latest threats and trends. 

Who should subscribe? PR pros with cybersecurity clients, security practitioners, entrepreneurs, investors, executives, and founders of cyber companies.  

Enter your Substack era 

Substack is shaking up the way we share and consume content – and the way brands show up for their customers. Whether you’re trying to stay ahead of emerging trends, gaining in-depth analysis, or trying to reach new audiences, Substack offers an invaluable space for tech professionals to connect with the latest insights and thought leadership. 

If you’re ready to embrace the Substack era and take control of how you engage with your customers, contact Kickstand today! We literally wrote the playbook on mastering PR amid this “new normal,” and we’ve got your back.