Five years ago, a discussion about the media landscape would have quickly concluded with the consensus that print was dead and digital was thriving. Today, digital media is still performing strongly, but digital advertising is slowing, and many publications are now reinforcing 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 evolving editorial landscape, multi-platform opportunities with publications and best practices for securing earned coverage across channels. By the end of the discussion, it became clear that media outlets are in a balancing act between expanding storytelling across platforms and creating a defined niche within the market.
Here are their key takeaways for PR professionals to consider while navigating the symbiotic relationship between public relations and the media:
Tell stories that work from all angles.
With multichannel media, a strong story is adaptable across channels, as there’s a need for synergy across 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 differential approach makes it imperative for PR pros to ensure that the essence 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 outlets are abandoning wide-sweeping content categories, as the wider range of topics can dilute their brand identity. To reinforce market position, publications are targeting priority audiences with niche-focused storytelling. By narrowing in on a specific market or demographic, the content strengthens the relationships with that readership group and engagement.
To adapt to this shift, PR pros should focus on understanding an outlet’s niche and a reporter's beat. Showcasing 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 for driving traffic to media outlets, but platforms such as TikTok, Instagram and Facebook are proving to be much more effective for community engagement. When outlets are looking to spur action, they’re now relying on email newsletters and webpages, creating freedom to bring the “social” back to social media by sparking conversation and developing brand affinity. As PR pros develop pitch strategies, they should consider how stories are told on social channels, and how they can build conversations instead of solely driving clicks.
Build trust through first-person insights.
Firsthand, personal stories and expert insights resonate with most with audiences across the board. When it comes to consumer goods or experiences, having genuine recommendations from individual accounts helps outlets foster trust between the publication and its readers. This underscores the value of pitching stories with a strong narrative and relevant experts or experiential elements to differentiate them from generic content.
The media landscape—like social media algorithms—is constantly evolving. For this reason, it’s crucial for communicators to adapt their strategies in tandem with the dynamic needs of outlets and their audiences. Fostering genuine connections and delivering compelling stories remain foundational in PR, and crafting personal and targeted pitches will nurture relationships with reporters to tell impactful stories together.
Matt Levison is Senior Vice President, Global Head of Consumer at KWT Global.