Public relations specialists now outnumber journalists 6-1; Here’s what MSR Communications’ Principal Mary Shank Rockman believes this means for PR pros and the industry.
I came across this interesting post by John O’Dwyer, publisher at O’Dwyer’s, about the state of news creation in 2024 and the impact PR people have today on the content that reporters curate and write compared to what PR people pitch and get covered.
I know it’s obvious that readers’ habits have changed dramatically since the pandemic, and as a result, major media outlets continue to make significant job cuts, shift their priorities, and use technology to adapt to these changes. What’s become even clearer with these changes is how much we now outnumber our media colleagues. There are currently six PR pros for every journalist, and that number is expected to increase!
As a 35-year career PR professional, this number distresses me greatly. It truly pains me to see long-time media colleagues whose relationships I’ve come to covet and work I rely on and enjoy lose their jobs!
So, what do these changes mean for the PR profession and our impact on media coverage? I believe it comes down to three main areas for PR people to sharpen their skill sets:
Relationships:
Media relations is all about relationships. We must nurture even stronger relationships with the media whom we know and strive to cultivate strong new relationships with those whom we don’t. As media continues its downsizing, you never know where these relationships will lead you—perhaps to that target outlet you’ve been trying to reach.
Research:
We must incorporate more research into our media outreach efforts. Luckily, there are many AI tools that aid in this once laborious process. Research will be more important than ever to craft interesting, authentic, and importantly, relevant content that speaks directly to an outlet’s readership. With so few reporters at top tier outlets, those PR pros who approach them with unique angles, and accurate, relevant pitches will stand out.
Resourcefulness:
The time is now to hone your writing skills and get your spokespeople prepared to speak with the media on short notice. With limited human resources and columns to fill, reporters will need to quickly reach available experts to round out their stories, background knowledge, and/or contributed pieces that add value to their outlet’s focus. Those PR pros who are able to quickly respond to breaking news, relevant areas of coverage, and emerging trends will have the opportunity to become trusted resources to the media.
Conclusion
As John O’Dwyer so aptly suggests, 2024 is the opportunity for PR people to have a significant professional impact on media coverage. We should take this opportunity seriously and responsibly. Do you agree? Share your thoughts with us at pr@msrcommunications.com.