{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,10]],"date-time":"2025-10-10T01:44:04Z","timestamp":1760060644119,"version":"build-2065373602"},"reference-count":48,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2025,9,9]],"date-time":"2025-09-09T00:00:00Z","timestamp":1757376000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Journalism and Media"],"abstract":"<jats:p>Journalists have a long-standing presence in strategic communication, seen as a \u201ctransitory\u201d mediating stakeholder that can influence other key audiences within organizations. However, their role is increasingly being challenged by the rise in alternative information disseminators\u2014mainly digital influencers (DIs) who possess considerable persuasive power and command extensive reach across diverse audiences. Using a qualitative methodology, this study aims to analyze the perceptions of brand and strategic communication professionals regarding the role of journalists in the context of the emergence of influencer marketing within the field of strategic communication. To this end, the views of 24 communication professionals were gathered, including individuals from communication agencies and communication departments in both public and private sector organizations. The findings were discussed in light of the conceptual framework of media relations and digital influence. Results indicate that, although DIs are now well-established within the field of strategic communication, their rise has not diminished the importance of journalists in communication strategies.<\/jats:p>","DOI":"10.3390\/journalmedia6030147","type":"journal-article","created":{"date-parts":[[2025,9,9]],"date-time":"2025-09-09T12:15:17Z","timestamp":1757420117000},"page":"147","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Strategic Communication: Journalists\u2019 Role Amid the Rise in Digital Influencers"],"prefix":"10.3390","volume":"6","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-2033-4617","authenticated-orcid":false,"given":"Paula","family":"Arriscado","sequence":"first","affiliation":[{"name":"IPAM Lab, Portuguese Institute of Administration and Marketing (IPAM Porto), European University of Lisbon, 1500-210 Lisboa, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4265-9693","authenticated-orcid":false,"given":"Rosa Maria","family":"Sobreira","sequence":"additional","affiliation":[{"name":"Department of Communication, Coimbra Education School (ESEC), Polytechnic University of Coimbra, 3030-329 Coimbra, Portugal"}]}],"member":"1968","published-online":{"date-parts":[[2025,9,9]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"86","DOI":"10.1177\/1329878X16665177","article-title":"Visibility labour: Engaging with influencers\u2019 fashion brands and# OOTD advertorial campaigns on Instagram","volume":"161","author":"Abidin","year":"2016","journal-title":"Media International Australia"},{"key":"ref_2","first-page":"7","article-title":"Marrying the functions: The importance of media relations in public affairs planning","volume":"40","author":"Adams","year":"1995","journal-title":"Public Relations Quarterly"},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"107","DOI":"10.33423\/jmdc.v18i1.6894","article-title":"Authentically growing an influencer\u2019s following","volume":"18","author":"Allen","year":"2024","journal-title":"Journal of Marketing Development & Competitiveness"},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"115","DOI":"10.1590\/1982-7849rac2018170028","article-title":"Quem lidera sua opini\u00e3o? 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