In 2023 (and even before then,) we saw the media relations landscape shape shift in-step with major macroeconomic events – smaller newsrooms, layoffs, walkouts, and new strategies for publications to stay afloat. About halfway into 2024, we’ve unfortunately seen more of the same. Both Q1 and Q2 saw devastating layoffs – NBC/MSNBC, Business Insider, TIME, LA Times, WSJ, TechCrunch, Vice Media, and more. We also saw walkouts and even publication shutdowns take over our Twitter (X) feeds.
Below are important considerations for PR pros working with media in 2024:
Nourishing reporter relationships
Give your reporter relationships more time to respond and check in on email, don’t reach out with only self-serving needs or requests, and above all, continue to pursue personalized, mutually beneficial relationships with media. Take the time to understand journalists’ beats, which stories/sources are most useful to them and how they like to communicate. Understand how social pitching has changed too – for example, if you have reporter relationship that prefers quick touchpoints/DMing, you may consider investing in a blue check since you can only DM a reporter if they follow you. Finally, get to know the reporters you work with as real people – this means not blindly pitching them after layoffs/staff changes and deeply understanding that media require a human-first approach. Consider checking in and sending a reporter relationship an email/note that’s not a pitch. Another nice tactic is to “connect” with reporters on LinkedIn once you work with them – this way you can tag them in any coverage and see first-hand what they’re posting about/may be interested in covering in the future.
Keeping your clients informed
Earned outreach is no doubt more competitive with fewer journalists covering specific beats. Additionally, garnering interest among top media targets and business press can prove to be more difficult without a bigger, bolder POV. Back up your media strategy by keeping your client in the loop – share reporters switching beats, changing publications, new publications in the mix, etc. Communicate both the short term and long-term impacts of walkouts, layoffs and strikes in terms of media strategy and where your team is investing time. For example, as a result of the changing earned media landscape, we will also see an increase in paid and sponsorship media opportunities – you may consider sharing with a client how a paid strategy may compliment your earned strategy.
Staying in the know – shifting models and coverage trends
It’s not all doom and gloom. Publishers are seeing rays of hope in emerging media markets as audiences are increasingly interested in targeted, in-depth coverage of niche topics, e.g., AI, nuclear energy. Another phenomenon we may see in 2024 is a shift away from subscription models. For example, TechCrunch sunsetted its paid TechCrunch+ membership in February 2024, as the outlet underwent a restructuring. Time and Quartz also both ended their digital subscriptions in recent years. By understanding how publications are restructuring, what industry trends are top of mind and what expertise reporters are looking for to inform their stories, we can more effectively counsel our clients/intelligently pitch.
Globally, publications and publishing houses are feeling the impact of economic pressures. As a result, we’re seeing more of a drive for paid content, an appetite for byline content and hard-news, more opportunities for submitting rapid-response based commentary than ever before, and (no surprises here,) less time for briefings, lengthy pitches, events and sometimes even phone interviews.
As PR pros, we have to forge ahead – build deeper relationships with journalists and use our knowledge of the changing media landscape to strategically counsel our clients and understand what’s needed to break through the noise.
This article was written by Abbey Clark, PR Club Board Member and Senior Media Manager at PAN Communications.