If 2024 was the year of LinkedIn for thought leaders (and it’s still not going anywhere, by the way), Substack takes the crown in 2025.
According to a new study released by Morning Consult, more than a third (36%) of U.S. adults surveyed say they read digital newsletters, and among them 30% say they subscribe to three or more. And of those surveyed, 22% named Substack as the platform where they subscribed.
Amidst a reshaping of corporate media, many well-known journalists have branched out on their own, leaving behind lucrative corporate gigs for more editorial control and a targeted, loyal audience (See: Terry Moran, Jim Acosta, Joy Reid). Substack has also become a beacon for emerging talent—sort of a digital pen-to-paper TikTok, if you will—for the expert set. Scientists, former political operatives, Gen Z trendsetters—you name it. The ideas are there to consume.
Next up: public relations experts. Why not the folks who do publicity the best? Developing a brand is not only for the media. The particular expertise of communications lays a straight path to thought leadership, and with a clean newsletter platform, Substack has made not only learning about PR, but also deep dives into certain PR areas extremely appealing and possible.
We asked PRNEWS readers to name their top PR Substacks to follow and received an overwhelming response. If you are looking to build a “playlist” of comms Substacks to subscribe to, we’ve got a great starter kit right here.
Popular and Rightfully So
Author: Meredith Klein
Content summary: “Meredith & The Media, a Substack on the latest trends in media as well as exclusive interviews with leading journalists on what's driving coverage. Meredith Klein is a highly accomplished communications leader with a career spanning 20+ years across major tech and retail brands, including Pinterest and Walmart.”
What people are saying: Fatou B. Barry, Founder, PR Girl Manifesto | Co-Founder, Hold The PRess says, “[I’m] a huge fan of Meredith & The Media. I think it's a must-follow for PR/comms pros who are trying to understand the pulse of modern media. It breaks down what's happening inside the newsroom (media trends, editorial shifts, etc.) and gives great one-on-one interviews with the folks on the other side of the pitch!!"
Author: Molly McPherson
Content summary: “[From the] crisis management strategist behind PRBreakdown.Media—your no-nonsense PR playbook for everything from strategy to scandal. Candid insights from a friend who tells it like it is. [Molly] was managing messes before people started filming them. Crisis PR strategist who reveals what's really happening behind trending scandals, so you can learn strategic lessons before you need them.”
What people are saying: Michelle Andrade, Senior Manager, PR & Comms at Exverus Media says, “What I like is the [posts] all speak from a high level of expertise but in very relatable, colloquial language. The posts feel timely and on the pulse, rather than canned or overly corporatized."
Under EmbargoAuthor: Johnna Muscente
Content summary: “This newsletter makes PR and brand building easy, with insights and strategies meant to elevate your comms game.”
About Johnna: “A strategic communications executive with over 18 years of experience, I have been a trusted advisor to prominent leaders and brands across the travel, fashion, lifestyle, and real estate industries. My expertise has been featured in leading publications, including The New York Times, The Wall Street Journal, The Washington Post, Forbes, Business Insider, and more.”
Authors: Tanya Hayre Gillogley and Emilie Gerber
Content summary: “Curated, useful PR intel.”
What people are saying: Hollie Mary Krause, Media Strategist at Offleash says, “Great deep dives, and even clients love the intel.”
Press KitAuthor: Abby McAdams
Content summary: “Quick and tactical PR and communications tips that startups can use today.”
About Abby: “I primarily consult for early stage tech startups (series seed - B). I noticed that in many conversations with prospective clients, they really weren't ready to hire a consultant for a variety of reasons, but very much understood the value of strategic comms. My thinking in starting the Press Kit Substack, was to give early stage founders and their teams PR building blocks that they could implement on their own, free of charge, until they are ready to hire a consultant or agency for a more full on program.”
Get FlackAuthor: Lulu Cheng Meservey
Content summary: “Flack is a term for a person who handles PR and communications, as well as a term for incoming fire. It is also, therefore, the name of this Substack, which will cover both of the other topics. This blog and newsletter [will] propose a new playbook for communications, with the objective of helping [readers] win over the people who matter, without wasting time or inducing cringe.”
About Lulu (in her own words): “[My former] day job [was] running corporate affairs and communications for Activision Blizzard, and previously it was leading comms at Substack. Before that I was the cofounder and president of an international strategic communications agency called TrailRunner International. I’m not a classically trained comms person; most of my background is in finance, geopolitics, tech, and consulting. But I’ve seen how good communication can be a superpower, a force multiplier, or a tripwire; and I’m fascinated by the craft.”
All About Digital
The Media CopilotAuthor: Pete Pachal
Content summary: “How AI is changing media, journalism, and content creation…Pete was Chief of Staff for Content at CoinDesk where he led the publication’s AI Committee and wrote the company’s guidelines for the use of generative AI. He’s also held senior editorial positions at Red Ventures, Mashable, and NBC Universal.”
What people are saying: Jackson Wightman, Minister of Propaganda, Proper Propaganda and author, The Tech PR Playbook says, “Best in biz for AI and media interplay.”
Author: Paul Fabretti
Content summary: Highlights only those AI advancements that impact the comms discipline.
About Paul: Communications at Microsoft, AI for Business course tutor, comms & storytelling tutor at University of Washington Continuum College.
Author: CRA | Admired Leadership
Content summary: “Perspectives on the Intersection of AI, leadership, and corporate communication from the Strategic Communication and Leadership practices at CRA | Admired Leadership. As advisors to management we’ve found ourselves immersed in generative AI since late 2022, a journey shaped by both curiosity and necessity.”
What people are saying: Jordyn Kreshover, Managing Director at CRA | Admired Leadership says, “[It’s] a weekly substack that gives you the download on the intersection of leadership, communication and AI. Everything you need to know about how AI is impacting and benefiting our field with practical behaviors and prompts to make yourself better.”
The Brand Beat
Link in BioAuthor: Rachel Karten
Content summary: “A newsletter about working in social media.” Currently at over 100,000 subscribers.
What people are saying: Sarah Murphy, Corporate Affairs at Darktrace says, “My new go-to for real-talk on brand and social. Great Q&As, great inspo for what works/what doesn't.”
PR@cticalAuthor: Sarah Evans
Content summary: “Once weekly newsletter that actually helps you actually get in the news or build influence. Practical tips you can use to be better at: -build visibility; -work with media; and -create a more influential presence.”
About Sarah: A veteran tech PR expert, Sarah is Founder and CEO at Sevans PR, a global tech-first agency.
Silence, Brand!Author: “A shadow cabal of marketing freaks, trendwatchers, and self-appointed internet anthropologists.”
Content summary: “Silence, Brand! is an internet culture and marketing newsletter written by unhinged brand marketing professionals. If it’s weird, viral, or one poorly-timed tweet away from a PR meltdown, it’s in here.”
About the internet anthropologists: “They do not sleep. They do not log off. They see the weirdest parts of the internet and say, "yeah, let's include that." Armed with iced coffee and cursed audios, this team of Brand Gremlins exists solely to interpret the cultural static and deliver it to you like a feral cat bringing home a mysterious "gift."”
Manuscripts for Management
Author: Lauren Kleinman
Content summary: “Founder & CEO of Dreamday and Co-founder of Quality Media, redefining how brands scale through PR, media, and affiliates. She shares raw insights on entrepreneurship, leadership and balancing business with motherhood.”
What people are saying: Hanae Reith, Account Director at Dreamday says, “Such timely, insightful and digestible content.”
Management and Public Relations
Author: Stephen Waddington
Content summary: “Research-backed insights to help make sense of management and communications challenges and elevate your value as a professional communicator.”
About Stephen: “A professional advisor at Wadds Inc., PhD researcher at Leeds Business School and founder of Socially Mobile. Experienced agency leader who served as Managing Director at Metia Group and Chief Engagement Officer at Ketchum, working with the UK Government, NHS and international clients such as IBM, Microsoft and IKEA.”
Agency Substacks
Talking PointsAuthor: JSA+Partners
Content summary: “The must-read communications newsletter for PR professionals, founders, executives and media insiders.”
About JSA: “[It is] a Santa Monica-based boutique PR agency specializing in digital media, esports, gaming, and consumer technology. Clients range from startups to Fortune 500 companies.”
Office HoursAuthor: JBC
Content summary: “Dissecting the ins and outs of our PR best practices, courtesy of award-winning media relations agency JBC.”
About JBC: Melissa Conner, Partner and Managing Director, JBC says, “At JBC, we believe that authentic, values-driven storytelling is at the heart of effective public relations. Our goal with "Office Hours" is to offer insightful, transparent guidance that exemplifies what we preach: that meaningful engagement begins with authenticity and care. We're passionate about providing accessible knowledge and sparking conversations that matter, especially at a time when navigating complex social issues is more important than ever.”
Don’t Sleep on Beehiv…
(Not Substack, but another great newsletter platform.)
This Week in PR TakesAuthor: Brian Kramer
Content summary: “From pitching tips to working with reporters to griping about broken embargoes, this newsletter will serve as a weekly go-to source for the conversations that public relations & communications professionals are having about the industry.”
The Colab BriefAuthor: Ashley Mann and Lizzy Harris
Content summary: Kristianna Sanders, VP at The Colab says, “Your cheat code to better PR…which stories are hitting, what pitches are missing, and what's really catching journalists' attention.”
[Editor’s Note: This is just a small sampling of the PR Substack universe. Did we miss something? Let us know on LinkedIn (where we’ve been spending the most time as of late.) Also...interested in learning more about Thought Leadership? Our three-part masterclass series starting July 29 will also cover Substack!]