Gravitate PR’s Post

“As public relations practitioners, we need to develop a keen sense of being extremely selective in ensuring all media communications, whether a quick pitch, phone call or press release, provides real, unmistakable value for the journalist and their audiences,” he says. “Strong media relations results will be built on repeatably valuable communications that help media do their job easier and more impactfully.” #withoutjournalismthereisnoPR

What does the future of media relations look like in light of continued media layoffs? In this PRNEWS article, Michael Grimm advises PR practitioners to "develop a keen sense of being extremely selective in ensuring all media communications, whether a quick pitch, phone call or press release, provides real, unmistakable value for the journalist and their audiences." Read more: https://lnkd.in/gQ_Uipg9

Interesting Fact: While headlines are filled with news about mass layoffs of journalists and staff reductions in newsrooms, there's a contrasting trend unfolding in the PR industry: PR agencies are hiring at a significant pace. Consider this data on the ratio of PR professionals to journalists from 1980 to today: 1980: 2 PR pros for every journalist 2008: 3 PR pros for every journalist 2024: 6 PR pros for every journalist So today, there are six PR professionals vying for the attention of each journalist. The point? It's becoming increasingly challenging (and competitive) for companies to get stories written about them.

PR News this week! 📰 Muck Rack surveyed 1,000+ journalists to understand the journalism landscape in 2024. Key takeaways for PR professionals include: Stats for PR Pros: - Layoffs: 36% of Journalists reported layoffs or buyouts in 2024. - Pitches Per Day: 46% receive 6+ pitches daily. - LinkedIn: 46% of Journalists say they are using LinkedIn more, making this the best place to connect in the future. - Importance of Relationships: 70% of journalists say PR pros relationships are important to their success. - Pitching Method: 83% prefer 1:1 emails. - Follow-ups: 51% say they prefer 1 follow-up email, and 48% say it should come 3-7 days after the initial pitch. - Rejection Reasons: 73% reject pitches due to relevance. - Pitch Length: 65% favor pitches under 200 words. Stay informed and adapt your PR strategies for success in the evolving journalism landscape of 2024! 🌟📊 #PR #Journalism #Communication #MuckRackSurvey

In this tough economy, maintaining a robust PR program is essential for any brand looking to grow and thrive. But media relations and securing third-party validation has become incredibly difficult. News and media layoffs continue for the fifth consecutive year since the height of the pandemic in 2020, and the latest stats find there are about six PR pros for every one journalist. On top of that, the media landscape is changing with a bigger focus on ads. It can sometimes feel impossible to capture — and keep — media attention. So how do you write a pitch that cuts through the noise? ☑ Make your pitch scannable. Bullet points are easy to navigate. ☑ Offer a story idea, not a client. ☑ Predict what their readers would find interesting, based on news, trends, and their areas of focus ☑ Be clear about what your spokesperson can speak to and how their perspective is unique. ☑ Where possible, offer real people and customers. And if you've done all that and are still getting crickets after sending the best pitch of your career, don't give up. Hang on to your pitch and come back to it with a fresh angle later on. #isanybodyoutthere #pr #communications

Let's double click on this trade publication conversation. In Nicole Schuman's story in PRNEWS, I mention that there are 2 categories of trades. Both categories, require an "All of Marketing" approach to maximize the impact of the relationship for all parties. (What do you mean by, All of Marketing?) What I mean by an "All of Marketing" is that there are several relationship touch points with a trade publication - editorial, advertising, advertorial, content specials, events, awards, sponsorships, list purchases, etc. PR, Demand, Events, Field, Product - all can and should have relationships with a trade publication, but all need to collaborate and be aligned in order to synchronize comms. This sounds reasonable, makes sense, but rarely if ever happens! A couple of things to know about trade pubs: 1) Some might be pay-to-play on the editorial side - and that's okay! It might not be explicitly stated, but an ad buy could come with contributed story opportunity. A good PR pro will always try to earn coverage, so don't stop with pitching best practices 2) Don't ever, ever, ever, ever blow off an opportunity with a trade pub. If they want 2,000 words on why white chocolate chips are better in pancakes than milk chocolate chips... get writing. If CNBC wants your CEO on the air tomorrow, then find a way to make both happen 3) Be creative and explore how your relationship with a trade pub can support your PR and marketing goals. Both of you share a common audience. Both of you can support each other's goals. There's data in the banana stand, help each other find it. Above all... a healthy and vibrant trade publication category is good for business - yours, theirs, and your audience.

Are you seeking the RIGHT media attention to amplify your brand's message and reach a wider audience? You're in good company. A common pitfall we see is the belief that sending out media pitches guarantees coverage. The reality? The media landscape is cluttered, and journalists are inundated with pitches daily -- not to mention newsrooms across North America are being hit with rounds and rounds of layoffs. A pitch alone is NOT enough. Well-done media relations lies in the art of building relationships with journalists and the importance of tailoring your message to their specific interests and needs. The consequence of not doing this? Missed opportunities for meaningful coverage and connections. Here's the shift in thinking: Media pitches are not a one-size-fits-all solution. They are part of a larger, relationship-driven strategy. By adopting a more strategic, relationship-focused approach to media pitching, you increase your chances of not just being seen but being remembered. In the crowded media landscape, that's the key to making your brand's voice heard. #publicrelations #communications #mediarelations

If you are a #techstartup, #startup, or even a #CEO or #CMO of a global #enterprise #business and are looking for a #PublicRelations solution please stop asking about media relationships. If you are a #PRFirm or #PRAgency, please stop making that your big claim or value, deep down you know it's meaningless. Let's break down why #media relationships are not the big asset so many pretend it is. Do I, after 18+ years in #strategiccommunications have media relationships? Yes Did I, after 3 months in #PR have media relationships? Yes Does anyone who pitches the same vertical markets every week for a few months have media relationship? Yes Should the success or value of an agency be measured by a quality that's achievable after only working for a few months? No Will the relationship of your PR pro sway a journalist to write about you? No, the relevance of your story, the quality of your #data, and the uniqueness of your perspective will. Is it possible to get media coverage with journalists your team has never worked with before? Yes. It's the quality and relevance of what is being pitched, not the friends we made along the way. Is there any value to media relationships? Yes. Good relationships increase the likelihood that emails will be read or responded to, but not impact interest or coverage. Why don't media relationships have the impact that many claim? #Journalists are good at their jobs. They have standards of quality and commitment to their beats. The relationship between reporter and PR pro is not like fixing a horse race, we don't just slip them a smile in an alley and get coverage. It's a symbiotic relationship based on mutual respect for the larger story and providing the elements needed to make coverage one of quality. How do I know this? Firstly experience working with hundreds of top-notch journalists. Secondly, If the claims of some PR firms and the wishes of many companies were true then every time there was a wave of reporter downsizing, those firms would not be able to get any coverage. Their magic ticket would disappear and they'd be left with no way to hit KPIs. But that isn't the case, somehow, they are still able to do a great job. It's always upsetting when there is a round of media layoffs, not because it impacts success, but because we as PR pros just enjoy working with some reporters. There is a sense of loss when they are let go. That is the result of an interpersonal relationship, not one that has any bearing on client success. PR relationships with reporters are not magic beans. Continuing to believe this lie undermines the value of your business and what you are doing. Successful #mediarelations is grounded on the weight of the client and the stories you have to tell, not media hits your PR pro got for some other company. The prior successes of your PR pro is indicative of their strategic mindset and diligence to the specifics of THAT client, not a cut-and-paste example relying on media relationships.

With the recent shutdowns and layoffs at major publications, how can #PR pros and brands stand out? Our expert Nicole Paleologus shares her thoughts: ✍🏽 It’s important to show value to journalists more than ever ✍🏽 Nurture reporter relationships ✍🏽 Maximize every media placement to drive ROI Read more of Nicole’s advice in our newest blog. 

Good reminders from OnePitch about how we can support journalists in this season of mass layoffs. I would emphasize remembering that these are human beings who have lost their job. You never know what others are going through, so be kind. Secondly, patience is more than a virtue but a necessity in the workforce today. Nothing functions as it once did and we human beings are overloaded. Set the proper expectations with your clients when you are pitching. Journalists are not only working with fewer numbers but are dealing with the same life stressors that plague us all, and the list is long. https://lnkd.in/egdh9qG9