Companies globally are experiencing a noisy, complicated and constantly changing media environment, in which seemingly everyone is a content creator. Thankfully, our firm is privileged to represent organizations and people with meaningful voices who command large audiences. But even then—whether it’s a C-suite leader, economist, market strategist or otherwise—it has been taking more effort this year to get noticed.
Here are a few realities of the media landscape to consider as the year moves ahead:
- There is more breaking news and less airtime.
- Print/online outlets continue to cut back and are understaffed.
- Regular contributors and household names will soak up network hours. Meaning, it will become harder for a lesser-known guest to be booked on air.
- Both broadcast and print publications are focused on larger issues that may not be relevant to certain businesses or key areas of specialization.
- Not surprisingly, the issues that will dominate the headlines are: Trump/Biden, China/Russia, war in the Middle East, Bitcoin/crypto, AI, housing (or lack thereof), the broader U.S. elections and the performance of the markets.
- Within these topics, there are already well-known “experts,” and so it’s more difficult to jump into the fray.
- And, of course, this is based on “the facts on the ground” today. The inevitable next breaking news event will change the calculus once again.
Here’s what PR professionals can do to get ahead:
- Back your position with data. Opinions alone are not quite enough to hit the big time. To support your thesis, it’s far better to provide survey data, statistics, market and portfolio analysis, and/or consumer or economic sentiment.
- Be patient. There may be days or weeks when your firm’s story is more relevant. Yes, securing a top-tier media placement would be nice on the day you put out a really smart finding, but the producers and editors already have other plans.
- Remember that diversity of voice matters. Networks and top media outlets are still looking for more perspectives from persons of color, women, the LGBTQ+ community, and other groups who represent important and diverse viewpoints.
- Media coaching is essential. In the continued world of hybrid and Zoom, the best guests and interview subjects are available regularly. You have to work harder at delivering your message clearly and crisply, whether you’re in the studio or your home office. The CEO, who used to disappear on summer Fridays, can now go live from their summer residence. The competition to break in and beat the known talent is fierce.
- Consider other content streams. A strong piece of writing—coupled with the right social strategy—can reach key audiences. Will it make you famous? Maybe not. But targeted and successful in your approach? More likely.
- Keep your content short and tight. This piece is about 530 words, and it’s almost time to sign off.
In short, hang in there, up your content, improve your delivery, and work hard to match the news cycle rather than drive your own (unless you’re trying to reach a niche audience).
You can get attention for your ideas. But again, it takes patience.
Seth Linden is president of Dukas Linden Public Relations.