Historically, the media and journalists have played a central role in brands’ media strategies. The advent of the Internet has given brands the power to disseminate content that allows them to “avoid” the mediation work of journalists. This paper explores the Internet’s impact on brands media strategies in their relationship with journalists. The results showed that the quantity and diversity of online channels improve the relationship between brands and news professionals. However, there is also evidence of a critical sense from communication managers regarding the multiple digital and online platforms provided by the Internet. They are aware of the challenges that these platforms impose on media strategies, namely the demand for more content and transparency, but also the risks such as fake news.