Over the years, the media landscape has undergone significant transformations, yet the enduring value of media's relationship with PR remains crucial. However, as media outlets face new challenges, their priorities in working with PR partners have evolved. PR agencies find themselves in a delicate balance between clients and journalists, navigating the demands of both parties skillfully. Effective media relations are paramount for enhancing brand visibility. Understanding the specific needs of journalists is key to delivering the right content and securing substantial exposure.
Cision’s 2024 State of the Media report has recently surveyed more than 3,000 journalists about how they most want to interact with PR professionals. Some key takeaway include:
Content is obviously the ‘King’
As per the report, while storytelling remains central to journalism, data has emerged as a crucial component. Today, a majority of journalists rely on data to gauge success and inform their editorial strategies. Despite these shifts, the press release continues to hold immense value for journalists, serving as a primary resource for generating content and inspiring story ideas.
Cision found that 74% of journalists value receiving news announcements or press releases. They’re also big on original research reports and exclusives. Access to events and industry experts were also highly valued.
Playing the ‘number’ game
PR professionals and journalists share a common goal of maintaining credibility in an evolving news consumption landscape. This highlights the importance for PR to meticulously support their stories with objective facts, verified data (which we'll discuss further), and credible sources. Staying informed about media trends enables PR teams to serve up timely and relevant stories to their target audiences.
Given that data plays a pivotal role in how journalists shape their editorial strategies, PR professionals who can harness data insights—such as monitoring media trends and identifying hot topics—have a better chance of pitching stories that resonate with journalists' audiences. This includes connecting journalists with experts, crafting pitches around trending issues, and ensuring the accuracy of information provided.
The ‘perfect’ pitch
There are numerous effective ways to amplify your brand’s narrative through content and sources that resonate with journalists. Combining these strategies can significantly enhance your media outreach efforts. For instance, when approaching journalists with your pitch, consider including a press release enriched with quotes from industry experts and a link to your company's newsroom.
Journalists contend with over 50 pitches weekly, yet only a fraction align with their beat. While most prefer email outreach, opinions vary regarding follow-up protocols. Minimizing follow-ups for unsolicited pitches remains crucial.
The perfect pitch is:
· Relevant to the audience and regional context.
· Well-written, concise, and focused.
· Demonstrates that the PR professional has reviewed the journalist's website and understands the content, tailoring the pitch to align with the types of experts and story subjects covered.
· Truly newsworthy, offering more than mere brand promotion.
· Personalized, courteous, and brief, emphasizing genuine engagement over a transactional approach.
· Provides relevant and sourced information pertinent to the journalist's market and demographics.
· A headline that makes the journalist read the whole story
Using these criteria, you can assess whether your pitch is suitable for the journalist's audience and how to tailor it accordingly, as well as when and how to follow up. A robust media database can assist in identifying the appropriate journalists to target for your pitch, providing insights to refine your approach for effective follow-up.
Use of Multimedia
Journalists not only appreciate the multimedia elements provided by PR teams but also often consider them pivotal in deciding whether to cover a story. Among these, images stand out as the most preferred form of multimedia, closely followed by data visualizations/infographics and videos.
By prioritizing ease of cooperation, PR teams not only increase the likelihood of media coverage but also cultivate long-term partnerships with journalists. However, it's equally crucial to remain vigilant of any inadvertent barriers to effective collaboration. Striving for seamless interaction ensures mutual benefit and sustained success in media relations.
In essence, by embodying professionalism, responsiveness, and adaptability, PR teams can solidify their position in the 'good books' of journalists, paving the way for fruitful collaborations and enduring partnerships in the ever-evolving media landscape.
The writer is a PR professional with expertise in President in Media Management, Corporate Reputation Management, Brand Reputation Management and Crisis & Issues Management. Views are personal.
