Five years ago, a discussion about the media landscape would have quickly ended with the consensus that print was dead and digital was flourishing. Today, digital media is still performing strongly, but digital advertising is slowing and many publications are now increasing their commitment to print.
To unpack the current trends, KWT Global recently hosted a panel of media trailblazers from Good Morning America, PS, Cosmopolitan and Dossier to discuss the changing editorial landscape, multi-platform opportunities with publications and best practices for securing earned coverage across channels. At the end of the discussion, it was clear that the media is in a balancing act between expanding storytelling across platforms and creating a defined niche in the market.
Here are their top tips for PR professionals to consider as they navigate the symbiotic relationship between PR and media:
Tell stories that work from every angle.
With multi-channel media, a strong story is adaptable across channels, as there is a need for synergy between print, digital and social platforms. Media outlets are focused on producing content that resonates with the full spectrum of their readership by considering the nuances of both the platform and the audience members that said platform reaches. This differentiated approach makes it imperative for PR professionals to ensure that the core of their story is flexible enough to work across multiple platforms while maintaining a compelling core message.
Consider both outlet and journalist specialties when conducting outreach.
Some media are abandoning broad content categories, as the wider range of topics can dilute their brand identity. To strengthen the market position, publications are aimed at prioritized target groups with niche-focused storytelling. By targeting a specific market or demographic, the content strengthens relationships with that readership and engagement.
To adapt to this change, PR professionals should focus on understanding an outlet’s niche and reporter’s beat. Demonstrating strong knowledge of the outlet’s audience and the reporter’s specific coverage, in addition to polite outreach (always say hello and include a correctly spelled name!), can help pitches stand out in crowded inboxes.
Leverage social media as a tool for engagement over traffic.
Social media was once seen as a tool to drive traffic to media, but platforms like TikTok, Instagram and Facebook have proven to be much more effective for community engagement. When stores want to drive action, they now rely on email newsletters and web pages, creating freedom to bring the “social” back to social media by sparking conversation and developing brand affinity. When PR professionals develop pitch strategies, they should consider how stories are told on social channels and how they can create conversations instead of just generating clicks.
Build trust through first-person insights.
Personal stories and expert insights resonate with most audiences across the board. When it comes to consumer goods or experiences, having genuine recommendations from individual accounts helps the stores build trust between the publication and its readers. This underscores the value of pitching stories with a strong narrative and relevant expert or experiential elements to differentiate them from generic content.
The media landscape – like social media algorithms – is constantly evolving. For this reason, it is crucial for communicators to adapt their strategies in step with the dynamic needs of stores and their audiences. Fostering genuine connections and delivering compelling stories remain fundamental in public relations, and crafting personalized and targeted pitches will foster relationships with reporters to tell impactful stories together.
Matt Levison is Senior Vice President, Global Head of Consumer at KWT Global.
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