The Cision 2023 State Of The Media global report is helpful for nonprofits and businesses to nurture mutually beneficial media relationships. Knowing media needs takes you one step closer to engaging meaningfully to spread the word on your cause. 3132 journalists responded to the survey globally.
Some of the biggest challenges in journalism revealed in the survey are as follows;
Maintaining credibility as a trusted news source (27%)
Lack of Staffing and Resources (20%)
Declining Advertising and Circulation revenues (20%)
Rise of social networks and influencers (19%)
Blurring lines between editorial and advertising (11%)
How can PR professionals lessen the burden of journalists? What steps can communication practitioners take to strengthen their relationships with the media?
Maintaining Credibility as a Trusted News Source (27%)
There is immense pressure to maintain reputation and trust, especially with increasing misinformation and accusations of fake news. Journalists are more cautious about the sources and stories they cover.
Prioritize providing accurate and verifiable information to journalists. Be transparent about the source of your information, including evidence or credible references to support your claims.
Lack of Staffing and Resources (20%)
Layoffs and budget cuts have led to a shortage of staff and resources. Journalists are stretched thin, impacting their ability to cover stories comprehensively.
Be considerate of journalists' time constraints and work to provide concise, well-packaged pitches and press releases. Offer to provide additional resources or expert interviews to ease their workload when appropriate.
Declining Advertising and Circulation Revenues (20%)
News outlets have been grappling with declining revenue streams, which can affect their ability to invest in quality journalism.
Be mindful of this financial strain. It's essential to frame your pitches as stories that will resonate with the outlet's audience and potentially generate interest and revenue. Collaborative sponsorship or partnership opportunities will prove beneficial for both parties.
Rise of Social Networks and Influencers (19%)
Social media and influencers have become significant sources of news and information, sometimes bypassing traditional media outlets.
Recognize the influence of social media and influencers in the news landscape. Consider strategies to leverage these platforms along with your traditional media outreach. Engaging with influencers who align with your brand or story can help extend your reach. Learn to recognize journalist and publication needs as you approach both mediums.
Blurring Lines Between Editorial and Advertising (11%)
The distinction between editorial content and advertising is becoming less clear in some media outlets, which can raise ethical concerns.
Respect the editorial independence of journalists and avoid attempting to influence their reporting through advertising or sponsorship deals. Focus on providing valuable, newsworthy content that stands on its own merits.
A strong relationship is a win-win for all. Value every human being to bear fruit in season. Meaningful relationships drive meaningful work.
Comments