Ask PR professionals what keeps them up at night, and nine times out of ten they'll say the shrinking media landscape.
I don't need to recount the specific stats about repeat layoffs at major publications, the shutdown of previously successful outlets, or the steep decline in local newsrooms, because at this point we're all acutely aware.
It all boils down to one thing for PR people: It's harder than ever to secure the caliber of coverage we're used to.
There is immense unease in the industry, particularly among PR agencies that built their business on media relations as a core service offering. When budgets are tight, how do these agencies show value, and what does the future look like?
Media Relations Lives On
With less staff than ever before and a never-ending news cycle to cover, the pressure on journalists has never been greater. They have less time to spend on in-depth research, fewer resources for graphics and design, and smaller and smaller fact-checking teams.
Those shifts mean PR teams have an opportunity to step up, providing support where reporters need it. That could look like offering an expert source, an exclusive quote, or interesting data and accompanying visuals to back a story that reporters are working on.
Because journalists are relying more heavily on resources from PR teams, good media relations could not possibly be more valuable.
Considering how significantly PR people outnumber reporters, coupled with the fact that generative AI pitches now flood most reporters' inboxes, breaking through the noise is no easy task. Which is exactly why working with a PR agency experienced in doing just that is paramount. Competition for inbox views is stiff, but the cream always rises to the top.
Educating Stakeholders on the New Reality
It's likely not the marketing or communications teams that will express displeasure with a potential dip in coverage numbers. Board members and C-Suite executives with less exposure to the dramatic changes in the last few years might cling to coverage expectations from years past.
If that's the case, my advice is to focus on high-impact coverage and to broaden your horizons.
Focus on high-impact coverage
Most execs equate PR success to "winning" the share-of-voice game. But share of voice is a volume metric focused only on how much coverage your brand received, not how impactful it was.
Instead of continuing to report on only share of voice, integrate a goal around the quality of the coverage you're securing. Ensure that measurement is objective and applicable to competitor coverage, as well.
For example, our agency developed a metric we call "StoryScore." It considers backlink inclusions, tier of the outlet, size of the mention, whether the piece named a customer, and so on. A metric like StoryScore can help showcase the value of your hard-earned coverage.
Broaden your horizons
Coverage might look different from before, but that doesn't mean it has less value.
Consider expanding the scope of the publications you pitch and the types of stories you pursue, and educate your team on their value.
Contributed content opportunities help fill the gap in staff-written articles many publications are experiencing and also offer an opportunity for your subject-matter experts to own their narrative.
Podcasts, newsletters, and new outlets are popping up all of the time. And though you might have previously mainly worked with staff writers, you'll need to consider freelancers and contributors from now on. Sure, we all want Alex Konrad to cover our client, but the truth is that often a contributor might be a better fit. And in a world with fewer staff journalists, working with freelancers is a reality.
With the ability to showcase just how many readers you'll be reaching, new measurement tools can help get apprehensive execs on board.
Reaching Beyond Earned Media
Though I'll continue to invest in the future of journalism, burying our heads in the sand and pretending that significant media and PR changes aren't happening is definitely not the way to go. As with any industry experiencing disruption, there are new skills and service offerings that will benefit us to master.
If you're feeling a lull in coverage, consider expanding the scope of your program. That could mean leaning into paid opportunities like Forbes Tech Council or Fast Company's Executive Board, supporting consumer or ICP research programs or contributing more to owned and social channels like your company's blog or your CEO's LinkedIn account.
Since the start of 2024, there has been a 23% increase in posts by CEOs on the site, according to LinkedIn. Various factors are contributing to that rise, but certainly one is its reliability as a platform in the face of uncertainty. If you haven't already worked with your executive team (or other thought leaders) to determine whether it makes sense to author perspective on LinkedIn more frequently, now is the time.
Building a strategy that reaches your target audiences through social, video content, and contributed articles are all part of the same ecosystem.
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The great news is that communicators are in high demand. Chief communications officers are on the rise, and they're now reporting directly to the CEO.
Our job might look a bit different in the coming years, but our influence is rising in new areas, such as ESG initiatives, DEI strategies, and stakeholder management.
Disruption is an opportunity for growth, and PR agencies will rise to the challenge.
More Resources on Modern PR and Media Relations
Show the PR Love: How to Build Relationships With the Media
Seven Ways to Show Up Human in Your PR and Marketing Efforts
