Ever feel like media relations is the art of hitting a moving target? You’re not alone. With the media landscape evolving at breakneck speed, PR professionals are finding it increasingly difficult to maintain and build relationships with journalists. Recent mass layoffs at major publications like The Wall Street Journal have only added to the volatility.

Despite these challenges, one thing never changes: the power of a compelling story. In this blog, we’ll explore how to navigate these industry disruptions, maintain existing relationships, and build new ones—all while emphasizing the importance of storytelling.

The Current Landscape: Frequent Changes and Movements

• Increased Job Turnover. Journalists are on the move now more than ever. According to the Pew Research Center, newsroom employment has declined by 26% since 2008. Frequent turnover means that just as you’re getting to know a journalist, they might leave for a new position or even a different industry. It’s a constant game of catch-up, which makes keeping your media contact list current a challenge.
• Impact of Industry Disruption. Digital transformation, economic pressures, and the shift to online media have reshaped journalism and media. Layoffs, mergers, and closures of traditional news outlets are now the norm. One day, your go-to journalist might be reporting on tech. The next, they might be covering lifestyle or leaving journalism entirely. This shift requires PR professionals to be agile, and to adjust their outreach accordingly.
• Challenges for PR Professionals. Staying on top of these changes isn’t easy. Tracking journalist movements and maintaining an accurate contact list can feel like a full-time job. Plus, building new relationships as old ones fade away adds an extra layer of complexity to media outreach. But don’t worry—there are strategies to help you stay ahead of the curve.

Strategies to Navigate Industry Changes

• Monitoring and Researching Journalists. To stay informed about who’s where, leverage tools like Muck Rack, Cision, and LinkedIn. These platforms can help you track journalists’ current positions and movements. Setting up Google Alerts for key contacts and industry news is another way to get real-time updates on job changes and trends. Regularly reviewing and updating your media contact list will keep your outreach relevant and effective.
• Maintaining Existing Relationships. Even with the chaos, nurturing existing relationships is key. Regular check-ins and personalized outreach go a long way. Share valuable content and insights with journalists, even when you’re not pitching a story. This could be exclusive industry reports, expert commentary, or unique story angles that align with their interests. By consistently offering value, you build a long-lasting, mutually beneficial relationship.
• Building New Relationships. Networking is crucial in the ever-changing media landscape. Attend industry events and conferences, both virtual and in-person, to connect with journalists and expand your contacts. Engage with journalists on platforms like Twitter and LinkedIn, where they often share their work and interests. Participate in Twitter chats, comment on their articles, and share their work to foster connections and stay on their radars.

The Importance of Compelling Stories

• Quality Over Quantity. At the heart of successful media relations is the story itself. No matter how strong your relationships are, a compelling story is what ultimately lands editorial coverage. Editors want stories that are relevant, timely, and interesting to readers. Understanding what resonates with the audience of each publication is crucial.
• Identifying Newsworthy Content. Crafting stories that offer unique insights, data, or perspectives sets you apart. Highlight how your client’s innovation is solving a pressing problem or share exclusive data that provides new understanding. For example, if you’re working with a cybersecurity company, you might pitch a story on how they’re safeguarding election processes against cyber threats. Here’s how you might frame it:

“With the upcoming election, concerns about election security are at an all-time high. Our company, XYZ Cybersecurity, is at the forefront of protecting critical infrastructure and ensuring the integrity of digital communications. We’ve recently partnered with several local governments to safeguard their election processes against cyber threats. Our CEO is available to discuss how businesses and governments can prepare for and mitigate cyber risks during this crucial election period.”

This works because it’s relevant, timely, and addresses a current concern. It’s also short and to the point something we know that journalists appreciate.

• Aligning Editorial Goals. Understanding the editorial focus of your target publications is key. Tailor your pitches to meet their specific needs. If a publication is focusing on sustainability, highlight your client’s efforts in this area. Aligning your story with the publication’s goals increases the chances of it getting picked up.

Embracing Change in Media Relations

Adapting to the changing media landscape requires maintaining existing relationships, building new ones, and focusing on story quality. By staying informed of industry changes, offering valuable content, and crafting compelling stories, PR professionals can navigate disruptions. Remember, a strong story will always find its place, regardless of your relationship with the journalist. Keep your pitches relevant, timely, and interesting, and you’ll always have an edge.