Yes The Media Landscape Has Changed But Here's How PR Can Keep Up.

Hey Media Darlings!

It’s no secret the media landscape looks nothing like it used to. Rolodexes are relics of the past and press releases alone aren’t enough to capture the attention of busy journalists. Today's media environment demands a more strategic and targeted approach to public relations. Journalists are focused on building their own brands while also delivering high-value content to their editors and readers. NEWS FLASH The last thing journalists are worried about is keeping an army of PR folks happy. This new reality means our PR strategies have to evolve too.

In this week’s second edition, Media Darling is joined by two PR powerhouses, Cassandra Kroon-Hines , PR Manager at Cricut , and Christina Panta , VP at Golin, to provide their respective in-house and agency POVs around how they are adapting PR strategies to thrive and remain agile as in the new media world. So let’s get into it.

Have you noticed a shift in the types of stories journalists are looking for these days? How are you adapting your pitches to resonate with these changing needs?

Cassandra: I’ve seen two different things: (1) Journalists are zoning in on their beat. They do not stray for passion projects or personal interests. (2) They’re forced to diversify! B2B journalists are being asked to stray from their executive interviews and curate a graduation gift guide. As PR pros you’ve got to know which one your pitching, do your research and don’t waste anyone’s time. If I knew a journalist was at a pub with strict beat guidelines then I knew I had to be strategic with when we pitched them. I couldn’t throw just anything their way, I wanted to show up smart and be sure they knew I was actually paying attention to their work and they weren’t just another name on a media list.

Christina: Yes, with shrinking newsrooms we’re seeing many journalists transcend their beats and become more generalists. This means more round ups vs. full feature stories - meaning landing a feature story is harder these days so us PR folks have to adapt our pitches to breakthrough. That means really selling your news to reporters and thinking through the following: does your news resonate with the reporter’s readers and boost their viewership? Does it drive to or offer an affiliate link that benefits them and / or their outlet? Does it break through culture and / or hit on a trends readers are actively interested in?

With journalists bombarded with pitches,?how are you cultivating strong relationships that go beyond securing a single placement?

Cassandra: I like to remind myself that nobody likes a purely transactional relationship. It’s important to interact at the human level, I prioritize having conversations instead of cold pitching. I talk to reporters about their latest articles and why my clients could be of interest. I interact with their social posts and keep tabs on life events. Who’s getting married, having a baby, who’s a major Swifty, whose region is experiencing particularly bad weather and who’s looking for new hobbies. Be a human!

Christina: My biggest piece of advice here is to remember to be human. Transactional relationships with reporters will take you nowhere and will leave you unmemorable. Leverage your relationship building skills and remember to be human - ask reporter questions about themselves, offer to take them out to coffee or drinks, ask how you can help make their lives easier and generally about their lives. Reporters are human too so take the time to get to know them and it will go a long way - plus, you can make a friend along the way! Win-win.

Are there new and creative tactics you've employed to reach journalists and get your clients' stories noticed?

?Cassandra: I think this goes hand in hand with my last answer. I try and avoid the cold pitch as much as possible. Even if it was the first time I was reaching out I found things in their previous work or social channels to connect with. Anyone can send a generic pitch but you’ve got to show that you have the reporters best interest in mind as well as your client.

Christina: Always play with your email header. Make it short and stand out - don’t hide the lead!

As media consumption habits change,?how are you measuring the success of your media relations efforts beyond traditional metrics like placements?

Cassandra: I find myself doing more comparison to previous coverage. It’s all well and good if placements are increasing but I start to look at success as “Are the types of outlets diversified? Is it the same journalist every time? Is it listicles and deals again or have we been able to secure a feature or get a product review? Can we get them to speak with a spokesperson”

Christina: Qualitative measures go a long way. For instance, if your objective was to reach Gen Z and you’re able to break through a key outlet that reaches that exact audience, that one piece might move the needle more than ten pieces that completely misses your core audience mark.?

With less "guaranteed" coverage,?how are you managing client expectations and communicating the value of a well-rounded media mix?

Cassandra: Being upfront is truly the only answer, clients have to know from the start that unless it’s paid coverage isn’t guaranteed but that every conversation holds value. Even if the journalists flat out tell you know, at least you can adjust based on feedback and try to make it land the next time.

Christina: Yes, that’s part of the job! As media experts, we have a strong pulse of the evolving news landscape and that’s why clients trust us to inform them on setting realistic goals.?

Can you share a specific example of how you overcame a challenge related to the shrinking media landscape?

Cassandra: This sounds silly, but by sending them literally what they’re asking for. I watch LinkedIn, X, and HARO like a hawk, and as soon as a relevant request comes up I jump on it. They’re telling me exact what they want and I know when a client is a perfect fit. Journalists don’t have as much flexibility as they used so when they tell you what they want believe them!

Christina: With recent product launches, I’ve emphasized the importance of leveraging strong media relationships and getting the news out under embargo the earlier the better. We know newsrooms are shrinking and reporters’ inboxes are getting bombarded more than ever before so it's essential to give them enough lead time to determine if a piece of news is a fit for their audience or not. If it is - fantastic, we’ve landed a hit and helped a reporter friend out. If not, it gives us PR people an opportunity to reshift our approach, find new targets and keep it moving with ample time vs. scrabbling at the last minute.

What's one piece of advice you'd give to PR professionals who are struggling to adjust their media relations strategies in this evolving environment?

Cassandra: Even if you don’t realize it, you’re playing the long game most of the time. I’ve had messages go unanswered for months and then one day get a response which results in dream coverage. Be genuine in your interactions and it will likely repay you down the line.?

Christina: Get out there! Take a reporter out and ask the source directly - how has their day-to-day changed given newsroom changes? What are their editors actually looking for and what is resonating with their readers? How can YOU help them? These questions will go a long way and are mutually beneficial to both parties. At the end of the day we are in a people centric business and relationship building is our utmost priority to succeed for ourselves, our clients and our fellow reporter friends. Everyone wins!

Anything else to add for Media Darling readers?

Christina: Always stay curious! I truly think the best PR professionals ask questions, take chances and put themselves out there. Find ways to challenge yourself and seek new growth opportunities whenever you get the chance.

Media Darling wants to hear from you! How has the changing media landscape impacted your PR strategies? Share your experiences, challenges, and successes in the comments below!

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