The comeback kid:
how newsletters still build visibility, credibility and connection
In an age dominated by social media algorithms, viral trends and fleeting attention spans, it might surprise some that one of the oldest digital marketing channels remains one of the most powerful: the simple newsletter. Newsletters are definitely not relics of early digital marketing but as essential PR tools that nurture trust, visibility and long-term relationships.
Whether it’s being featured in a top-tier magazine’s subscriber update or building your own community through an email or LinkedIn round-robin, newsletters continue to be a cornerstone of effective public relations and brand communication.
Here are 3 reasons why they matter now more than ever, and how your brand can harness them to cut through the noise.
1. Newsletters are curated attention – and that’s rare
Today attention is fragmented across endless feeds, apps and notifications. Newsletters, however, offer something social media rarely does: focused, opted-in engagement. When your story, press release or feature is included in a magazine or industry newsletter, it’s reaching readers who have already shown interest in that niche and, unlike social posts that rely on algorithms, newsletters go directly to inboxes, no pay-to-play required. That’s why being featured in an editorial or trade publication’s newsletter often delivers higher-quality traffic and engagement than a social post on the same topic.
2. Editorial inclusion builds trust and credibility
Being featured in a reputable magazine’s newsletter carries implicit endorsement, and since readers trust the source, they trust the stories it shares. An appearance in a publication’s newsletter positions your brand as authoritative within its industry. It also helps drive quality traffic to your website or campaign page and boost search visibility, since many newsletters are now published as online archives or companion web pages and also gives your team fresh assets to share across channels.
3. Owning your own newsletter builds long-term relationships
While being included in media newsletters is a fantastic visibility boost, owning your own newsletter puts you in control of the narrative. Whether it’s a polished email newsletter or a shorter LinkedIn newsletter, both channels allow you to communicate directly with your target audience in a consistent, authentic way, without relying on intermediaries.
Email or LinkedIn newsletters: what’s the difference?
Email remains one of the most effective digital communication tools, with average open rates across industries still hovering around 30%.
When done right, an email newsletter can:
- humanise your brand by sharing stories, insights and updates in your own voice.
- drive thought leadership by positioning executives as industry commentators.
- generate leads through curated content, exclusive offers or event invitations.
- retain clients by keeping them informed and engaged long after a campaign ends.
If you’d rather meet your audience where they already are, LinkedIn newsletters have quickly become a favourite among brands and professionals, combining the benefits of a traditional email newsletter with the organic reach of a social platform. Plus, the analytics LinkedIn provides, such as open rates, subscriber growth and engagement metrics give valuable insight into what resonates with your audience, allowing for ongoing optimisation.
When you publish a newsletter on LinkedIn:
- subscribers are automatically notified each time you release a new edition.
- your content appears in followers’ feeds, boosting organic visibility.
- articles are easily shareable, helping your ideas travel beyond your immediate network.
For PR purposes, LinkedIn newsletters are ideal for executive thought leadership, industry commentary, and corporate storytelling. They showcase authority, enhance discoverability through keywords and hashtags, and strengthen your brand’s professional credibility.
For both, consistency is key (a monthly cadence keeps your brand top-of-mind without overwhelming readers) and constant self-promotion should be avoided. The ideal is a mix of valuable content: industry insights, case studies, curated links and behind-the-scenes updates.
Combining industry and brand newsletters: the ultimate PR advantage
The real magic happens when media inclusion and owned newsletters work hand in hand.
If your brand is featured in a trade publication’s newsletter, that content can then be amplified by sharing it on your own newsletter, to showcase your expertise in your field or by posting it on LinkedIn (remember to always tag the publication and journalists to boost visibility). This extends the lifespan and impact of each piece of coverage, while reinforcing your reputation across multiple touchpoints.
Far from fading away, newsletters are evolving, integrating with AI-driven personalisation, interactive design and cross-platform analytics, while their core value remains the same: a direct, trusted connection between brand and audience.
In a landscape where attention is harder than ever to capture, newsletters, whether you’re featured in one or publishing your own, are a rare space where people actually choose to listen.
At OutspokenPR we help brands craft newsletter strategies that not only tell stories but sustain them, ensuring your message lands where it matters most: in the inboxes, feeds and minds of people who care. team@outspokenpr.com