When the Press Gazette recently created a PR Hall of Shame of fake experts who had offered commentary to UK media despite not existing in real life, it reflected a media landscape riddled with mistrust. Meanwhile, Wired was forced to release a statement last year after it was revealed the publication had published inaccurate articles written by an AI-generated freelancer.  

Taken together, these moments highlight a growing problem: audiences are finding it harder to know who and what to trust. In an environment where misinformation, fake news and AI-generated propaganda can spread quickly and even the most credible and trusted voices can make missteps, authority is no longer assured. That's one reason why trust, transparency and authenticity have become so central to the influence of people and organisations today. 

Today’s audience is informed and sceptical; they must be won over with verified credentials and a track record of expertise. A reader is much more likely to trust a journalist who they know from their social posts and who they’ve seen speak on a video podcast. Similarly for companies, they must cut through all the media noise with credible storytelling, all the better when spearheaded by an individual executive that has built a consistent reputation across several channels. 

There is also a convergence of roles as journalists become subject matter experts and business leaders become media content creators. This is especially visible in the technology sector, where high-profile executives from global companies like Mark Zuckerberg and Jensen Huang are increasingly shaping the conversation in Europe alongside journalists, policymakers and other influential voices.  

Changing landscape of influence: multi-hyphenate influencer 

In Tyto’s Tech 500, our data-driven ranking of the most influential individuals in business, media, government and academia across Europe’s technology ecosystem, an emerging trend was revealed: the multi-hyphenate influencer.  

The multi-hyphenate influencer refers to someone who is influencing the technology landscape through multiple channels. They might be a journalist and produce their own podcast, while also managing a large social following. Perhaps they’re a tech CEO who also publishes a blog and newsletter or an academic who is simultaneously a YouTube content creator. These multi-hyphenates are not defined by their media channel or company, instead their influence is driven by their personalities as brands, with individuals building authority that extends beyond any single platform or role. 

It is increasingly common to see tech influencers occupy several roles within the media ecosystem. Research by Tyto uncovered that 72% of influencers run a blog, newsletter, podcast or YouTube channel, with 26% of those being active across two or more platforms. Newsletters are particularly popular. In the Tech 500, we found that more than half of journalists and nearly one in five business leaders publish newsletters, either independently or through an organisation.  

Where previously tech influence was concentrated in earned media and social networks, now the multi-hyphenates build personal brands that rival established media outlets for reach and impact. Meanwhile, for entrepreneurs and CEOs a strong media profile (across both media and social channels) has become a business asset. Customers, investors and other stakeholders trust a business leader with a visible profile; their personal voice shapes their company's reputation and can directly impact its commercial success. 

Changing landscape of influence: borderless influence 

Online platforms have made influence increasingly borderless. It does not stop at geographic boundaries, but instead becomes more fluid, distributed and unpredictable. 

This is especially evident in English-language technology debate, where influential voices in Europe are shaping the conversation in the US and vice versa. In fact, the latest Tech 500 ranking also includes a separate top 100 ranking of global technology influencers whose authority extends directly into European markets, with 78% of the most prominent figures based in the United States. 

Individuals like Elon Musk and Sam Altman feature among the most prominent global voices in technology. These figures are a perfect example of the multi-hyphenate influencer trend, building personal brands that extend well beyond the companies they lead. They shape conversations through media coverage, social platforms, industry events and more, and their influence reaches deep into Europe’s political debates, investment decisions, and technology adoption at every level.  

While the top of the global Tech 500 influence list reflects the dominance of US technology companies, other international hubs also appear, reinforcing how global the technology influence landscape has become. 

The changing role of the journalist 

With media outlets no longer the primary source of news, insight and analysis, journalists have had to adapt. The multi-hyphenate journalist reflects a broader shift in how people consume information and who they trust. 

This is only made more apparent by AI, which generates large volumes of unreliable content for consumers to sift through. Amongst all the noise they are looking for individuals they can trust, thereby cementing the importance for journalists to build a personal brand. 

That is why 51% of journalists publish their own newsletter, 25% write blogs, 16% run YouTube channels and 11% host podcasts. With every additional touchpoint, journalists share more of their personal brand with their audience. Many are also responding to commercial pressure to drive engagement, alongside the need to build trust through personal visibility. This comes with increased pressure to produce constant streams of multimedia content so, for journalists in 2026, time is tight. 

These are all important considerations for communications leaders when considering how to build and strengthen media influence for their organisation. The tried and tested rules of engagement have changed because the role of journalism has changed, as has who fits under the umbrella label of “journalist”. 

Why does this matter for PR professionals? 

For communications leaders, the implication is clear: engagement strategies must evolve alongside the people shaping the debate. 

Pitching is no longer limited to the newsroom. PR teams must consider how stories travel across newsletters, podcasts, LinkedIn and live formats simultaneously. Campaigns require a more nuanced approach, but once that shift is recognised, the opportunity for credible storytelling becomes even greater. 

By expanding the stakeholder map beyond media outlets and working with multi-hyphenate influencers, PR professionals can share their client’s story through a platform that is in-depth, personality-led and trusted by today’s audience.  

There are several practical changes PR professionals can take on board. When developing content, consider how assets can be used to tell a consistent message across multiple channels. Creators and journalists have limited time, so it’s important to deliver tangible value quickly.  

At the same time, with influence flowing across geographic borders PR teams must think globally, as well as locally. Working with journalists, influencers, academics or other public figures outside their own market can still drive influence back home. It’s also important to monitor and tap into the conversations being had by global influencers in other markets as they will influence local debates. 

PR professionals must also help executives build credible, multi-channel visibility. Audiences are increasingly seeking content from personal voices, not just organisations. Elevating thought leaders within a business and supporting their presence across formats is now an essential part of influence-building. 

There is no doubt that influence in Europe’s technology ecosystem is becoming more layered, more personal and more borderless. For communications leaders, the challenge is to build campaigns that scale across markets and channels while remaining grounded in credibility with the audiences that matter most. 

The author

Rebecca Donnelly, Managing Director of Client Services at Tyto. 

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