In our constantly evolving world of technology, emerging platforms and, as a result, changes to how news and entertainment is consumed, have become the norm. Accordingly, PR and communications professionals are challenged with keeping pace and updating strategies to align with new media platforms.

Cision’s recent State of the Media 2016 Report takes a look at media trends, a crucial aspect of any communication strategy that PR pros must understand, and hone, in order to secure results on behalf of clients. The report, based on a survey of more than 300 print and digital journalists, highlights the four top media trends. Given the changing landscape, the following should be key considerations in PR and communications recommendations and strategies:

Mobile: 72 percent of Americans own a smartphone and media outlets are taking advantage. According to the survey findings, 92 percent of media outlets have or are currently adopting mobile-friendly Web design. As smartphone use continues to increase, pitching content that’s easily transferrable for this medium will increase PR professional’s pitch value. Visually appealing or easily digestible content are suggested.

Multimedia: The next most important trend is multimedia, according to 25.8 percent of the surveyed journalists. Multimedia content, such as infographics, helps with the above mentioned visual appeal, and helps differentiate content, as well as bring stories to life. Nearly half of the journalists indicated they include this type of content in their work, making it a key element to consider in any PR effort.

Native Advertising:  Cision’s report also found native advertising’s importance among the surveyed journalist fell compared to last year, from 43 to 24.6 percent. There are conflicting opinions about native advertising within the industry, but regardless, it will be an important element for those in communications and media to monitor. Cision’s Media Research Team predicts that native advertising use and adoption will boom as traditional print publications continue to evolve.

Social Media: Finally, Cision found that 21 percent of the surveyed journalists use Twitter as a reporting tool and expect the platform to grow in value the most. Even though the report found social media to be a low-ranking trend—only 9 percent found social media to be the most important trend—this medium may be one of the most crucial elements to watch. New platforms and apps are constantly popping up, creating new opportunities for PR pros to communicate and reach target audiences.

Take for example, Periscope, Meerkat, and Snapchat, all of which have created new means to consume news and entertaining content in real-time. Nearly two-thirds of American adults use social media, making these mediums important ones to watch, particularly as they look to include publishers—in the way that Snapchat and Facebook have begun to share content in recent years.

As technology continues to change how we consume news—whether it’s via digital outlets, our mobile devices, or through social media platforms, PR pros will be challenged to adjust to the burgeoning influx of mediums and adjust strategies accordingly in order to be successful.

For more detailed findings, be sure to check out the full Cision report here.