Media Meltdown: What’s a PR Pro to do?
Media Meltdown: What’s a PR Pro to do?
Over the past twenty years, we have witnessed the slow demise of an industry that once seemed completely rooted in American culture. American media was an unshakeable icon. Yet from 2004 to 2024, more than 2,400 local newspapers have shut down. In 2022, we saw a 20% drop in unique monthly visitors (UMV) to the top 50 newspapers. And 2023 had the ignoble distinction of setting the record for the most media fired or laid off in a single year – more than 21,000. In one year.
Since there’s no getting around the reality of our new normal (which includes the fact that there are 64 million influencers on Instagram while there are less than 500,000 working media in the U.S.), we need a new PR game plan.
Yes, we still pitch news stories, events, and profiles to the media. So long as there are media outlets, that will always be a part of our work. However, how we do that work and how we ensure our clients’ messages get heard have significantly changed. Here are some actionable solutions to the media relations challenges of today:
1. Only Pitch Real News
We know…everything is important. That brunch, that new package, that new hire. They all feel important. But are they really something the media will care about? Not everything is a news story, and with a shrinking news hole (look at how skinny those newspapers and magazines have gotten), editors have become increasingly tough about what makes it into their stories. There are lots of things your customers and potential customers might find interesting or want to know about your business, but the media may not be the best route to sharing that information (more on that in my next installment). So, be selective about what you pitch to increase your odds of success. Because if everything warrants a press release, then nothing is really news anymore.
2. Expand Your Media List
Suppose you regularly pitch or send press releases to the same group of editors or writers, and those editors or writers do not deem your story to actually be news. They will eventually press delete before even opening your email. You lose credibility as a valuable source. Don’t do that to your brand or your poor PR rep. We recommend thinking beyond the usual suspects. In all likelihood, many of the people you are trying to reach fit into a niche, such as empty nesters or LGBTQ+. Digging to find the outlets and reporters whose readers would be interested in your story can result in a smaller, more engaged viewership.
3. Be Helpful
Newsrooms don’t have the staff they used to for creating the art, photography, and sidebars that make a story interesting. Many stories are now written and filed by freelancers and stringers who are juggling ten or more stories at a time just to pay the rent. You can be helpful by creating the assets they need to do their job. This can include offering a photo library of products or architecture, brand art such as high-res logos, professional headshots, and sidebar content such as infographics, bulleted data, and visual explainers. If you make their jobs easier by helping them pull the pieces together to create a rich story, you will make friends, and as a bonus, your email is less likely to end up in the black hole of deleted emails.
4. Make Your Creative Campaigns Newsworthy
If the Super Bowl has taught us anything, it’s that advertising can earn media coverage and often multiply exposure many times more than a client’s budget could have afforded in paid media. When thinking about activations, promotions, and social media campaigns, ask the question, “What would make this PR-friendly?” You might hit upon an idea with that exercise that garners more media coverage than you’ve ever dreamed of. If you want some inspiration, watch this video about the multi-award-winning Dove campaign, #TurnYourBack on Bold Glamour. It shows the power of virality both on social and with traditional media.
Many years ago, my friend and colleague, Gini Dietrich, founder of Spin Sucks, coined the term The PESO Model. This strategic framework stands for paid, earned, shared, and owned. It represents the four channels of marketing that should be considered in any integrated marketing plan. In future posts, I’ll address the shared and owned aspects of public relations. At 62ABOVE, we believe you need all four pillars in your toolkit to tell your stories successfully in today’s competitive and crowded world.
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