There’s this daily livestream that emerged out of nowhere and is now one of the most talked-about “gets” in tech PR.
Even if you’re not in tech – ESPECIALLY if you’re not in tech – the debate around this emerging Nontraditional Media outlet is instructive.
They call it “TBPN.” The first two letters were originally self-mockery of the pejorative “tech bros,” the last two a wink at ESPN’s “programming network.”
Personally, I’m not gonna watch a 3-hour DAILY stream of tech execs/investors interviewing other tech execs/investors. But that just proves I’m not their target audience.
Every tech PR source I follow has been abuzz – all their clients want in. And big-name sponsors have lined up to fund the show.
But the critics say . . .
This week they featured in The Information (paywall), which brings us to the drama simmering underneath not just the story of this particular video podcast, but the tension between Traditional and Nontraditional Media in general.
The piece lumps TBPN in with other tech company attempts to – in the writer’s mind – make an end run around traditional journalists, and then asserts: “Most such efforts have flopped, amounting to little more than lame public relations.”
To the writer I say: We disagree on the definition of good public relations.
Redefining “good PR” for 2025
Current and former traditional journalists may feel that only outlets detached from the industries they cover are worth PR pros’ energy and attention.
I think those kinds of outlets are fine. But my definition of media relations also encompasses many more.
Media relations = Reaching key audiences through third-parties they trust (typically without paying).
Yes, legacy journalists like those that write for The Information wouldn’t trust two “tech bros” talking about tech. But it turns out meaningful numbers of investors, executives, and tech talent DO.
A simple litmus test for any outlet
When you’re evaluating which “outlets” – and I use that term very broadly – are worth targeting, here’s all you need to consider:
If the outlet commands trust among an audience you want to reach, and if you can prove that to your boss/client, then go for it.
If PR pros only work with outlets blessed by old-school media, we may end up where old-school media is headed.
Trust trumps tradition.
This article was originally published on May 29, 2025
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