Over the last few years, it seems that the media landscape just keeps on changing — and for those who work with the media, such as PRs, it's vital to know how to adapt to these changes rather than get lost in them. media update's Saads Abrahams is exploring what the new media landscape means for PR pros.
Traditional media has evolved — no, it's not dead, it just went through some changes.
Traditional media has changed primarily in how stories reach audiences. Despite smaller newsrooms, the distribution and influence of news have expanded significantly.
What does this evolution mean for PRs who relied on traditional media to spread their news?
Evolution of Journalists
Journalists used to just be writers, now they are so much more — journalists are also:
- content creators
- newsletter administrators, and
- personal brands.
Building nuanced and essential relationships is now more crucial than ever. This means expanding your contacts beyond traditional media to include influencers and creators.
Content Is King, and Distribution Is Queen
The main goal has shifted from getting coverage to driving conversations. To succeed in today's media landscape, PRs must:
- understand each platform
- track how stories spread, and
- create content that lasts.
Growth of Owned Media
Brands are becoming smarter, meaning they are becoming their own media companies.
PRs now need to think like:
- content strategists
- editorial directors
- audience developers, and
- distribution experts.
A PR's role now involves building and managing media channels, not just pitching to external ones.
Change in Data and Analytics
PR measurements still involve clip counts and AVE, but also focus on:
- understanding audience behaviour,
- tracking user engagement across platforms, and
- offering ROI through valuable metrics.
Linking communications to brand outcomes is becoming increasingly important.
Impact of AI on Media Relations
AI is not going to steal your job — it is here to enhance it.
AI changes how PRs:
- personalise their pitches
- research media opportunities
- analyse trends
- observe their coverage, and
- create content.
Plan of Action For PRs
To thrive in the new media landscape, PRs must:
- improve data literacy
- create an owned media strategy
- establish a diverse network
- fully comprehend new platforms, and
- remain curious and adaptable.
As a PR, if you want to thrive in this new media landscape, you need to blend traditional expertise with new media forums.
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*Image courtesy of Canva
**Information sourced from: The PR Girl Manifesto