What PR pros must know about today’s pay-to-play media reality

Ronjini Joshua is CEO of Silver Telegram.

As media outlets increasingly monetize editorial real estate and social platforms erode trust, PR professionals are the last line of defense in helping brands earn authentic visibility and protect credibility at all costs.

The line between earned and paid media is increasingly blurred — by emerging “media” platforms offering guaranteed placements for a fee, by social media creators who blur influence and editorial, and by shrinking newsrooms forced to prioritize revenue over reporting.

The result? The cost of PR is getting more expensive with fewer people willing to pay the price. When you are paying a price, is real journalism worth pursuing at all — or is it just easier to buy exposure disguised as credibility?

The rise of pay-to-play disguised as press

What once would’ve been considered unethical or advertorial is now being quietly normalized. Outlets that position themselves as news publications are offering “editorial features” for a few hundred dollars — or in some cases, even thousands—without disclosure or clear labeling.

This isn’t sponsored content as we’ve known it. It’s something murkier, where the article looks earned, reads like journalism, but was placed with a credit card.

To the public, it’s misleading.
To clients, it’s confusing.
To the industry, it’s corrosive.

So what can we do about it?

Now more than ever, PR professionals are not just strategists  —we’re stewards of credibility and reputation. In a time when news can be bought, earned media has never been more valuable. Here’s how you can help your brands rise above the noise:

1. Educate clients on the value of true earned media

It’s easy for a client to see a $500 pay-to-play offer and think, “Why not?” That’s where we come in. We must help clients understand the difference between reach and reputation. Visibility without trust is just noise — and noise doesn’t build long-term brand value.

Also, most clients aren’t willing to pay “extra” on top of what they are already paying an agency or PR pro to do. So then, where does this money come from? Do we fold it into our proposals and retainers or are PR pros now expected to take a hit?

2. Vet outlets relentlessly

Before pitching or placing a story, ask: Is this a credible outlet? Are editorial and advertising departments separate? Does the outlet clearly label sponsored content? If you’re not sure, dig deeper — or pass.

You can help your client understand its worthiness by referring to Domain Authority and being very clear with examples of what you are trying to accomplish.

3. Elevate owned media as a credibility channel

When traditional outlets are strained, brands can reclaim storytelling through blogs, newsletters, podcasts and social media. But quality is key. Help clients approach owned media with the same rigor as earned media — thoughtful narratives, data-driven insights, and audience-first messaging.

4. Emphasize substance over stunts

A strong story, authentically told, still matters. Help clients uncover narratives with societal relevance, emotional impact, or data-backed insight. Journalists are still looking for meaningful content — it’s our job to guide clients to the stories worth telling. Although that’s getting more difficult, a solid earned PR strategy plays out well in the long-run. Your job is getting clients to see the benefits of reputation management and credibility.

5. Be transparent, always

Whether it’s a contributed article or a brand podcast appearance, lead with transparency. Label what’s paid and what isn’t. Clarify what’s editorial and what that means. I know most of us understand the fast-paced dynamic of real editorial opportunities and must do the best we can to stay true to the craft. Uphold ethical standards in an ecosystem that desperately needs them.

Let others buy clicks. Let others chase shortcuts.
We build what can’t be bought: long-term brand trust.