A rough year for the journalism industry is ending with more bad news, as dozens of veteran reporters at the Washington Post - including a number of smart and thoughtful journalists on the education desk - were forced to take buyouts.
In 2023, an average of 2.5 newspapers closed each week. Media outlets continue to slash their newsrooms. And talented reporters are forced into early retirement or *shudder* are crossing over to the PR/dark side.
Thankfully, newsrooms have gotten more diverse.
So what does all this mean for Media Relations as we move into 2024? I see five key implications:
1. Traditional, mainstream media still matters. Mainstream media, including legacy outlets, don't have the monopoly that they once had but they still play an outsized role in shaping narratives and driving conversations. Ignore them at your own peril.
2. While having relationships with reporters is nice, it's far more important to have a compelling, timely and newsy pitch. Having a solid contact at a news outlet may help get your email read or your phone call answered, but that alone is never enough to secure media coverage. And the sad reality is you never know when a close contact in a newsroom is no longer going to be there. The best way to land coverage is by having a great story that resonates with media outlets and will be of interest to their audience.
3. With staff turnover and new journalists assigned to a beat, you have an opportunity to establish yourself as a trusted source. You don't need something to pitch; sometimes it's helpful just to make yourself available to answer questions and help a new reporter understand complicated subjects. Take the initiative to reach out and introduce yourself and your leadership.
4. The role of non-traditional media will only grow greater. While mainstream media still matters, it's critical that your press list include podcasts, newsletters, and other newer forms of media. These newer types of media might not have a mass audience - although many do - but they will help you reach stakeholders critical to your work. Research them, cultivate them, and regularly provide them with valuable information.
5. You need to develop your own content - and a lot of it. However much you developed in 2023, you need to develop much more in 2024. Do you have your own blog? Do you have a newsletter that directly reaches stakeholders? Are you maximizing your social media tools? Can you quickly produce and publish short snippets of video?
There is an information vacuum that grows larger every time a newspaper closes or a newsroom is shuttered. By understanding the changing landscape, you can be in a position to fill it with compelling, timely, and engaging content.
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