The media landscape is constantly changing. Shrinking budgets, frequent buyouts and high turnover have reduced the pool of reporters while expanding their responsibilities. Now, they’re not only reporters, but also videographers and social media producers. Consequently, the content outlets produce is also changing.
As media relations professionals, it is our responsibility to understand and adapt to these changes as we lead our clients’ earned media strategies. Establishing best practices for keeping up to date with ever-evolving outlets is important. Consider these suggestions:
- Follow reporters on their professional LinkedIn, Facebook, and X pages. Often, they share job updates on these mediums.
- Keep an updated master list. Anytime you receive a bounce back or change of employment email from a reporter, make the change in your list.
- Collaborate with colleagues. They may have a client whose story is a perfect fit for a reporter you have a connection with.
It’s crucial to manage expectations for media coverage. However, you can increase the likelihood of earning coverage by considering these tips:
- Craft concise pitches.
- Pay attention to reporters’ personal preferences.
- Have high quality digital assets ready.
Elmore’s team of media strategists has a finger on the pulse of current media. We are attuned to the needs of reporters and skilled at working with them to earn meaningful coverage for our clients. Reach out today if Elmore can help you navigate this shifting media landscape.
