The media landscape as we once knew it is swiftly receding, with newsrooms shrinking, print publications going digital, and social media taking higher prominence by the day. In today’s age of information, the future of media looks dramatically different than it did previously. While some fear the new era of media relations, PR professionals today must work to equip themselves to anticipate this new era as outlets begin to evolve the way that they tell stories, with companies in turn recognizing the importance of innovation and novel ideas in reaching their target audience.
Then vs. Now
For those who have been in the industry for the last several years, the differences in the way we as media professionals conduct business has changed immensely. The way that we tell stories, and by extension the stories we tell, have shifted. We’re now forced to contend with a near constant stream of information, with conflicting messages and ever-shifting cultural and societal norms abound. Ten years ago, we were content diving into the material facts behind a company to generate media strategies, largely centered around a given organization’s core differentiators. But this is no longer enough—today, the primary consideration for all brands and professional communicators is cultivating authenticity.
This becomes even more important when considering the oversaturation of content, and how this impacts shrinking editorial staffing. Put plainly, there is less room than ever to secure coverage. As such, media relations professionals must determine novel ways to communicate the underlying values and identity of brands to stand out. Target audiences don’t just want to know about a brand’s offerings; they want to know more about a brand’s identity—their positions on key issues of the day, and how their overarching principles reflect or conflict with their own personal beliefs.
Cutting Through the Noise
With the updated expectations of consumers and audiences in mind, compounded with a staggering amount of content, the challenge for professional communicators now becomes cutting through the noise. But how can professionals best position themselves and their clients to make an impact?
Today’s approach to media relations is equal parts proactive and reactive. The proactive aspect centers around identifying those aforementioned key differentiators, while carving out that authentic brand voice to better resonate with target audiences. The reactive component involves carefully monitoring the news cycle and media landscape, determining how a brand fits into the current conversation and how their perspective is unique compared to competitors and adjacent organizations. These two strategies work hand in hand to provide editorial contacts with content that isn’t just run-of-the-mill, but truly resonant and impactful.
The use of AI tools and machine learning is also a key consideration for cutting through the clutter of the online world. These tools are invaluable for creating an effective foundation of research and groundwork that ultimately saves teams time on the backend. But the true power of AI rests in the ability of teams to use their creativity to develop these outputs into meaningful content. It’s far too easy to fall into the trap of utilizing these tools to spit out lackluster content. It’s here where AI-generated content has truly become the noise. And as we compete with an ever-increasing amount of this content, from those who employ media relations professionals for their business and not, truly authentic messaging will continue to stand out against misutilized generative content.
Owned Channels + Reaching Your Target Audience
In this ever-changing media landscape, some of the tools that provide the most stability for organizations are the media channels that they own themselves. At my firm UpSpring, the launch of our podcast the Design Board has given us a host of insights to utilize in our work day to day. We now have a better understanding of the types of pitches that resonate (as we receive them ourselves now), which help us to differentiate the ways in which we’re positioning clients. Access to data surrounding listeners and demographics has also allowed us to explore which topics are most interesting to specific audiences, and how that carries over to alternative channels like blogs, YouTube, etc.
Social media, while containing a host of easily digestible content meant for quick consumption, is in some instances even more profitable for clients than traditional media today. The element of visual storytelling is wildly impactful in reaching audiences, while also reducing barriers to consumption. Whether we like it or not, the way people consume their content has taken a turn, and we must now content with shortened attention spans and competing viewpoints as audiences work to cut through the clutter themselves.
The Power of Genuine Connection
As media relations continue to evolve, one thing remains clear: building authentic, human connections is more essential than ever. With audiences turning to alternative platforms like Reddit, Facebook groups, and LinkedIn for updates, the ability to stand out is closely tied to the way we approach relationship-building. This involves understanding reporters’ unique interests, engaging with their work, and tailoring our efforts to match their needs across all channels. Interacting meaningfully—following their posts, sharing relevant insights, and even being a resource in ways that support their professional growth—can make a pitch more than just another email cluttering their inbox.
In short, tailoring effective content for both journalists and target audiences is a dynamic process that requires continuous adjustment, revisiting how our messaging is perceived and adapting to meet changing times and needs. By embracing a genuine curiosity about the stories that journalists tell, and the stories that audiences want to hear, we can create connections that are both impactful and enduring, proving that even in a tech-driven landscape, people-to-people communication will always be irreplaceable.
