7 ways PR pros can navigate the evolving news landscape

Journalism is in flux, but certain media relations tactics never go out of style.

Over the summer, our external communications team met with reporters from varied backgrounds to get a sense of what they’re looking for and how we can work better together to meet those needs.

We saw a diversity of experiences in terms of how reporters pursue their craft, what interests them and, just as important, what doesn’t interest them (and their editors).

Here are seven takeaways:

1. Don’t “press release” everything. Newsrooms are relying less on traditional press releases. According to a Muck Rack survey of U.S.-based journalists, 53% of respondents said they don’t rely on press releases at all, and only 3% said they heavily rely on news releases sent through a news wire. The press release can be expensive and doesn’t always resonate with your intended audience. Instead, consider personalized email outreach, background meetings and embargoed announcements.