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Shrinking newsrooms, funding challenges, and a decline in traditional news consumption has made capturing a journalist’s attention more challenging than ever. Muck Rack’s annual ‘State of Journalism’ report reveals key insights about the rapidly changing nature of news reporting, giving PR professionals a roadmap for adapting and thriving in the current media landscape.
Technology’s dramatic impact on how the news is gathered, reported, and consumed is nothing new. But as these trends continue to grow, it’s more imperative than ever for PR professionals to embrace tactics which meet the moment.
For example, traditional newsrooms continue to decrease in size – a reality that can at least be partially attributed to an explosion in news dissemination via social media. But, shrinking newsrooms doesn’t mean news doesn’t get covered; instead, fewer journalists are taking on specific beats.
Muck Rack’s research, based on surveys with thousands of professional journalists, finds that 64% of journalists are working over 40 hours a week and receiving greater than six pitches per day.
Understanding a journalist’s world is vital. The all-consuming nature of their work in 2024 means that media outreach must be compelling, strategic, and personalized to the reporter’s beat. With the report finding that half of journalists seldom or never respond to many pitches, it’s clear that PR outreach must meet a high standard to be considered.
What to do with this insight
With that said, PR professionals shouldn’t allow a tough environment for traditional media relations keep them from reaching out to the right targets with relevant news. Seventy percent of journalists surveyed found PR pros to be important or very important to their own success.
PR built on embracing technology platforms is likewise a key approach in this day and age. Social media’s use by journalists themselves is increasingly apparent, with 70% of journalists banking on digital platforms like LinkedIn and Twitter for story promotion. A reason for this may be a shift in how the public consumes news, with the U.S. Media Morph: 2024 Trend Report indicating a growing reliance on social media for news consumption.
This reality provides an opportunity for PR professionals to engage with journalists in their own virtual backyards. Positive interactions with a journalist’s social content can not only build rapport, but also provide insight into their interests and stylistic preferences.
In the past, reporters were more likely centering their published content around legacy media like print and television broadcasts. But in 2024, pursuing media opportunities that can be compelling in the digital space stands out as an effective PR tactic.
In addition to reporters’ heavy workload and reliance on digital tools to distribute their work, journalists also cite increasing disinformation and distrust of the media as a roadblock to the industry.
While the news industry certainly faces a variety of challenges, PR professionals are uniquely suited to step in and provide assistance. Utilizing modern tools along with tailored communications techniques can improve the results of PR outreach – and improve the state of journalism along the way.
