The media industry has undergone dramatic change over the last 10-15 years. We’ve written numerous times about the shifts in the landscape and how to navigate them. However, rarely is there quantifiable information about how the evolution of the media landscape affects the PR industry.

MediaMiser released an infographic outlining the future of PR, stating that the tactics and strategies PR professionals will turn to will be centered on tech-driven media intelligence. For example, according to the infographic, 83 percent of journalists use only 10 percent of the press releases they receive. While this data is not shocking, as numerous journalists have informed me of their dislike for releases, it further supports the need for other creative methods to disseminate messages to key audiences.

The infographic lists thought leadership, content marketing, social media content and working with influencers as some of the new tactics being adopted in place of the traditional news release and media relations. These tactics are effective for a number of reasons: control over the messaging, the demand for original content, and most importantly, the ability to measure engagement and reach, allowing businesses to understand the impact of each initiative.

While we frequently execute on all of these tactics for a variety of clients, not all media relations should be eliminated. For instance, proactive pitching is still an effective way to secure journalists’ interest and can provide them with a story that won’t appear on the wire. To do this, find an interesting trend in your client’s industry, read through what has already been written and find a new, creative angle that your client can provide commentary on, serving as an expert source for the journalist. Not only does it have the potential to lead to coverage, it can also assist in building a relationship with the journalist and demonstrates your clients’ knowledge outside of their own company.

The evolution of the media landscape presents challenges for PR professionals, as it requires creative thinking and the ability to adapt. However, PR generates conversion rates 10-50 times that of advertising, proving that it is still an effective tool to assist businesses in achieving their overall objectives.

This infographic was created by MediaMiser and published on MarketingProfs.