5 Ways to Win at Media Relations in a Changing PR Landscape

Published on 2nd April 2019

Is it possible that media relations isn’t in decline, but rather PR pros are just doing it wrong?

No one wants to believe that they’re not doing their job well. However, the constant flux of the media landscape is forcing many seasoned public relations professionals to consider if the traditional media relations model is becoming outdated.

On their blog, Linhart PR outlines five major changes in the media landscape that warrant new strategies and tactics including:

1) The rise of new media channels

How we define “the media” is evolving thanks to the emergence of new audiences. Now, “media” can include any third-party trusted by key audiences: Social media influencers, bloggers, digital-native outlets and more.

While article features in renowned, established publications may always be the coveted PR win, many PR pros can often get a better return in less time by tapping into non-traditional outlets. To ensure websites, blogs and other outlets are credible and worthwhile, compare their domain authority.

2) Journalists’ incentives have changed

In our digital world, journalists are primarily concerned with driving page views and traffic with their content. The job of the PR professional is to identify and highlight resources like email newsletters and social media that can amplify and drive traffic to eventual placements.

3) The numbers are stacked against us

PR professionals outnumber journalists four to one, meaning that journalists can be exposed to 50-500 pitches each day. How can PR folks break through the noise?

Capture the attention of the non-traditional journalists like bloggers and other influencers that matter most to key audiences. Interact with these thought leaders on an ongoing basis and traditional journalists will take note.

Linhart PR identifies two additional changes in the current media landscape shaping media relations best practices on their blog.

Founded in 1996, Linhart PR is a national PR, corporate communications and digital media strategy firm serving clients nationally and internationally. The firm was recognized as one of the best of its size in the nation by PR Week in 2012, was a winner of the 2011 Top Small Company Workplaces award sponsored by Inc. Magazine, and was named 2011 Small Business of the Year from the Denver Metro Chamber of Commerce.

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