6 Ways to Be the PR Partner Journalists Need Right Now

The journalism world has faced so many shakeups over the past few years, and it doesn’t seem like things are calming down anytime soon. I’ve been running my PR agency, Jeneration PR , for almost 20 years, and if there’s one thing I’ve learned, it’s that change is constant. But the shifts we’re seeing today are next-level—frequent layoffs, publications shutting down, major publishers like Hearst, Bloomberg, and Insider going through big restructures… the list goes on.

All of this turmoil has put enormous pressure on journalists. They’re working with smaller teams, taking on extra work, and facing the constant fear of being laid off. And, yes, there’s a growing reliance on AI in the industry, which adds even more uncertainty. So, how can we, as PR professionals, support our media contacts during these turbulent times? Let’s dive into it.

Understanding the Pressures Journalists Face

Journalists’ workloads have skyrocketed. Many of them are covering multiple beats, dealing with tighter deadlines, and feeling the weight of job insecurity. For example, commerce editors—whose role didn’t even exist a few years ago—are under pressure to write SEO-driven content that brings in affiliate revenue. If their articles don’t generate enough income, their jobs are on the line. That’s the reality they’re dealing with.

The election cycle added another layer of stress, stretching already-thin resources even thinner. Smaller teams mean longer timelines, and we’re seeing more delays in publishing. Freelancers, who were once a flexible resource for newsrooms, are now in a fiercely competitive market with lower pay rates. Some journalists are even considering leaving the industry entirely.

Then there’s the rise of AI. While it’s useful for quick edits and simple tasks, it’s also a threat. It’s a scary reality when technology begins to replace the hands-on work that many journalists take pride in. They didn’t get into this field for the money—it’s a labor of love, a passion for storytelling. But now, they’re left wondering if there’s even a place for them in the future.?

How PR Pros Can Help Journalists in Tough Times

It’s clear that we need to show up for our media contacts in a big way. Here’s how:

1. Lead with Empathy: Journalists are dealing with intense pressures—juggling extra work, handling political coverage, and navigating the fallout from layoffs. When you reach out, lead with empathy. Understand that their response times might be slower and avoid sending too many follow-up emails. Use an email tracker to see if they’ve opened your message and, if they haven’t replied, give them a few days before following up. Be polite, courteous, and understanding.
2. Be a Real Resource: Your media contacts aren’t just there to help you promote your clients. Think of this as a two-way relationship. If you know of any freelance gigs or full-time openings that match their skills, pass them along. And if they’re looking for expert sources—even if it’s not your client—offer someone in your network who could be a great fit. Show them that you’re here to help them succeed, not just to push your clients’ stories.
3. Build Relationships Outside of the Newsroom: Stay connected with your contacts, regardless of where their career takes them. If a journalist leaves a publication, keep in touch through social media or a quick quarterly check-in. Ask about their latest projects, their favorite TV shows, or upcoming trips. It’s the little things that make a relationship genuine. Remember, these relationships are based on respect, not job titles.
4. Make Life Easier with Tailored Pitches: Your pitches should be clear, concise, and relevant. Don’t send them generic or irrelevant pitches—they already have enough noise in their inboxes. Tailor each pitch to their beat, their audience, and the publication’s style. Include accurate data, multimedia, and anything else they might need to tell the story. And if they need more info, follow up with it promptly. Being a reliable, accurate source makes you a partner they can count on.
5. Stay Flexible and Prioritize People Over Pitches: Sometimes, layoffs mean that your contact is in the middle of a story and suddenly they’re out of a job. Approach these situations with compassion. Don’t pressure them for updates. Instead, ask how you can support them during their transition. If a new journalist takes over, introduce yourself and give context to the story. And if it doesn’t pan out, find another contact who might be interested. The priority is always the relationship, not the pitch.
6. Keep Up with Journalists on Social Media: Social media is where journalists announce job moves, share workload updates, and express what they’re working on. Many journalists are starting Substack newsletters, giving them a direct channel to their audience. Following these updates shows that you care about their work and are genuinely interested in staying connected.

Supporting Journalists in an Ever-Changing Industry

At the end of the day, PR is a relationship-driven field. Journalists are our partners in telling stories, and they’re dealing with more challenges than ever. Our job is to support them with empathy, reliability, and respect. It’s not just about getting coverage; it’s about being there for them as they navigate this evolving industry.

If you’re looking for a supportive PR community that understands these dynamics, consider joining us in the Pitch Lab . We offer pitch reviews, insider insights, and a chance to learn from industry pros. Together, we’re building a PR community that values strong, genuine relationships with media contacts.

So, let’s go out there this week and show our media contacts that we’re here for them, no matter what. We’re all in this together, and with empathy and respect, we can navigate these changes side by side.

Ready to dive deeper into the art of PR pitching? Check out the full episode on YouTube or your favorite podcast platform . For more strategies, tips, and resources, join us inside The Pitch Lab and start elevating your PR game today!

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