By: Santiago Villegas, 1903 Public Relations
The media industry is arguably one of the most influential, yet heavily downsized, spaces in the past few decades. Acquisitions, shutdowns, mergers, and layoffs have picked away at the foundation of journalism, causing major changes in the ways news is produced and consumed. The thinning of the media workforce has shifted the news that is reported on, favoring stories that drive clicks, engagement and subscriptions. Â
This has forced the Public Relations (PR) industry to adjust as well. Businesses that looked to the reporters covering their industries to share insights and company news, now have a harder time making connections as they compete for attention with a smaller pool of journalists. What once was a vast ocean of reporters, each with a nuanced take on every niche of an industry, has become a kiddie pool with PR professionals all fighting for the attention of a small handful of reporters.Â
Reporters receive hundreds of emails a day, and undoubtedly accompany phone calls, all while having to quickly write stories with broad appeal. The barrier to entry has drastically changed for companies seeking placement into these outlets.
Does this mean it’s impossible to do so? No! It just means that being flexible and creative is more important than ever.
When considering the volume of news stories being pitched, you must present your best case upfront to spark interest. Companies must take into account what reporters and their readers will consider newsworthy – not just company executives. It can be a hard truth to accept, but a necessary one – Your news may not be news at all. You must move beyond your own story and find the broader impact to the public/the industry, and package your story in a way that resonates with the reporter’s audience.
It’s also critical to recognize the larger context of what’s happening in the world when you reach out to reporters. Meaning are there global/national events occurring that will pull their focus or overshadow your announcement? You’re not only fighting the multitude of other pitches a journalist receives, you may be trying to gain coverage against breaking news. Election cycles, natural disasters, and holidays can all grab the spotlight and your reporter’s time. Obviously there are things that can’t be predicted, but for the most part, if you plan accordingly your odds of coverage increase.
As earlier mentioned, the media landscape is transforming and attention is sparse, so even if you make a connection with a reporter, it doesn’t guarantee they will write. Once a PR person secures interest from a journalist, it’s up to the spokesperson to communicate effectively to compel that reporter to write. Media training is essential at this stage of the game. A bad spokesperson that doesn’t deliver in an interview can cause irreparable damage, and kill a well-crafted story.Â
When packaging a campaign, looking at timing for an announcement and selecting a spokesperson, do yourself a favor and over prepare, because every detail matters. In the fight for attention within an industry that itself is struggling, understanding the realities journalists are working under and executing well on the elements you can control will help ensure media placements.
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