A team writes a sharp press release. The headline is clear. The quote sounds human. The timing seems right. Then the release goes out and almost nothing happens. That silence usually isn't a writing problem. It's a distribution problem shaped by fragmentation in media. The old assumption was simple: get into the right outlet, and the market will see the story. That assumption doesn't hold anymore. Audiences split their attention across streaming, newsletters, search, social feeds, niche podcasts, creator channels, trade sites, community groups, and private networks. For PR teams heading into 2026, the challenge isn't just getting coverage. It's
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