6 important trends in media relations

Learn how to use media relations trends to your company’s advantage

Staying aware of and understanding trends allows you to know what’s going on in a particular field and be proactive about the ways they may affect your business. One area that affects all businesses is media relations.

Earned media is an effective method of reaching a wide audience and delivering your messages, but you must first know how to get journalists’ attention. If you are looking to increase or improve how media covers your company, knowing about and being responsive to media relations trends is the way to do it, and public relations can be your guide.

Media relations trends that could affect your business

1. More and better visuals.

Most reporters don’t have the time to research and write a story and also search for accompanying visuals. You will have a better chance of getting your news covered if you perform this task for them. Make sure that your photos are of a sufficient size, appropriate to the story and in a user-friendly format.

2. Keeping up with the way people like to get their news.

Today, almost no one picks up a newspaper and reads it front to back or sits down to calmly watch the evening news from start to finish. Multitasking working parents and constantly connected millennials like to get as much information as possible in the shortest time frame. This includes hard news, entertainment, sports, emotional stories and quirky videos. As a result, we are now seeing more news outlets mash this all together – and your news must keep up. Don’t overlook online news or social media sites such as Mashable and Twitter news feeds to distribute your information.

3. The ever-evolving pitch requirements.

In the past, some journalists only accepted faxed pitches. Then it was email. Now, you can add Facebook and Twitter to the mix. Additionally, follow-up using any of these methods has always been tricky. Recent studies have shown that although most still prefer traditional methods, approximately 25 percent of reporters are open to being pitched on social media. No matter how you reach out, just be sure to find the right journalist for your news, discover his contact preferences and make sure you are not being intrusive or bothersome.

4. Changes in newsroom structure.

Freelancers, bloggers and media superstars are becoming more common as go-to sources for storytelling and making connections with customers. Their importance and influence have increased due to shrinking budgets and news company mergers. Your company should seek them out for outreach across various outlets and channels. It is important to remember that all journalists are only interested in what their specific audience wants to read and share, so the same rules about doing your homework, building relationships and targeting the right reporter still apply.

5. The need for quality content.

With a 24-hour news cycle and lots of space to fill, the need for content has never been greater. Still, you have to provide information that people actually want. Brands that can offer top-quality, timely content that is educational, compelling, entertaining or inspiring to readers will quickly be noticed and rise above the competition.

6. Using the right PR firm to help you.

Most reporters receive about 100 pitches every day, although they typically write only one or two stories a day. Standing out from the crowd takes time, expertise and diligence, and many companies just don’t have the manpower to do it effectively and consistently.

Let Axia Public Relations be your strategic media relations partner. We will help you develop the right content and pitch it correctly for increased visibility and better connections with your target audience. Contact us today or download our e-book, Learn Media Relations from the Media, for more information about how we can help you achieve media relations success.

Lisa-G-Color-SM Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Connect with Axia Public Relations on Twitter at @axiapr.