What are reporters saying – and why does it matter for media relations?

This isn’t something that’s new – but it’s worth repeating. Many newsrooms are short staffed and every quarter, it feels like there are more stories of staffing cuts. Reporters who remain are required to do more with less. This means it’s more important than ever to be relevant and make the case for the story you want to pitch.

This applies both to our fellow PR colleagues and clients alike. Pitching stories that support our value proposition is the goal but if they aren’t relevant, they will fall on deaf ears. And the whole effort will be useless.

So, what works and what doesn't? Media coverage cannot be self-serving. You need to tell them something they don’t already know, and it can’t be a promotional piece for the company at hand. Folks see through that, and it could end up hurting future potential stories. Also, remember that most outlets will not let you view the article before it’s published. Confirming quotes and commentary is one thing, making edits to position the company in the best possible way is another.

Thoughtful commentary that is informed from experience and ties to trends in the news cycle will garner interest.

Lastly, here’s an interesting thing I learned from lunch with a reporter recently – PR people are increasingly using GenAI to draft quick quotes on behalf of their clients. Reporters can easily identify this, and I’ve learned it ends you up on the blacklist.

Technology is great but don’t let it get in the way of the fundamentals.