Media layoffs are nothing new to an industry undergoing significant personnel declines in the 21st century. But recent cutbacks at legacy media outlets like ESPN and the Washington Post have once again raised questions regarding the evolution of journalism, while presenting fresh opportunities for PR professionals.
Understanding the Shifting Media Landscape
Changes in the news delivery landscape are often discussed from the perspective of the consumer. For example, will the morning newspaper be read in print or on an iPad or iPhone – if anyone is even still reading the newspaper? Are people staying current on local or global events by tuning into the nightly news broadcast, or instead check their preferred social media platform throughout the day?
Public relations specialists must stay attuned to such trends, as changes in news consumption mean that communicators must adjust to find their audiences.
According to Pew Research data from 2021, traditional newsroom employment had declined by nearly 30% since 2008 as information consumers increasingly run to digital platforms. Such a trend has undoubtedly continued into 2023, with people gravitating toward popular new platforms like TikTok as well as “traditional” social media outlets like Facebook and Twitter (or, speaking of keeping up with media changes, “X”).
In PR, the practical impact of this phenomenon is that calling a newsroom can no longer be the sole method of spreading news. Because odds are, nobody will be there to answer the phone. Similarly, the traditional reporters left are likely spending more time chasing stories on multiple beats, leaving them less glued to their office emails.
Strategies for Success: Tailor Media Pitches and Embrace Digital Storytelling
Media pitching must still be part of the equation; connecting with journalists just looks different in 2023. Journalists can increasingly be identified and connected with on social media, and pitching preferences also evolve as reporters are stretched thinner and thinner.
Reporters increasingly want email pitches to be shorter and more personalized in an age of increased content and decreased resources, according to Muckrack’s 2023 State of Journalism report. Muckrack’s survey found that journalists cover an average of four beats, receiving upwards of 50 pitches per week.
However, more diverse media audiences mean that using journalists as the primary tool to deliver news isn’t always effective. A comprehensive digital plan must be put into motion, encompassing a visual element including photos and videos. Leaning heavily into digital platforms allows PR professionals to reach audiences directly, a strategy of vital importance in an age of depleted newsrooms.
Traditional media companies have begun to realize that in the current marketplace, it’s adapt or die. For example, ESPN’s recent round of layoffs didn’t just include the employees at the bottom of the rung. Major on-air personalities were cut loose, even as a new star, former NFL punter and current YouTube personality Pat McAfee, signed an $85 million contract with the network.
McAfee rose to the height of sports media by accumulating over 2 million subscribers to his unconventional daily YouTube show, a path indicative of what success in the modern media world looks like. McAfee’s origin story is also a signal to PR professionals of where up-and-coming media influencers can be found in 2023.
ESPN’s Pat McAfee’s rise began with the ex-NFL athlete’s YouTube show, which birthed a social media star attracting influencers and attention throughout the industry.
PR Careers in a Transforming Media Landscape
The good news for PR professionals is that while jobs may be shifting for members of the press, employment opportunities are growing for those responsible for providing news. According to the U.S. Bureau of Labor Statistics, public relations jobs are projected to grow by an average of 8% over the next decade, a higher rate than average industry growth.
While changes in the media landscape require reaching people in different ways, the importance of knowing how your unique audience consumes news still reigns supreme, and guides our storytelling efforts at Xenophon Strategies.
The only constant in the media industry is disruption. If you’re a PR professional, buckle your seatbelt and jump right into the next big thing – whatever it is.