In today’s content-focused, social-first, influencer-driven world, it would be easy to assume that media relations no longer holds much importance for companies and other public-facing organizations.
After all, the traditional media’s decline has been well-documented. There are fewer outlets to chase and fewer reporters to pitch.
This is, of course, 100% correct. And precisely the reason communications teams need the best media-relations talent they can assemble.
Think about it this way.
First, the exploding popularity of content marketing and social-media distribution has resulted in so much material from so many different sources that it’s become exceedingly difficult to break through. A well-placed piece in a key news outlet can stand out like nothing else.
Second, supply and demand. With fewer reporters and outlets producing stories, it’s harder to win placements. Media-relations skills are more important than ever. Reporters don’t cover you because they like you. They cover you because you present them with a solid, well-constructed, newsworthy story idea.
Finally, while big newspapers and broadcast news operations are under enormous pressure, new outlets are emerging. Many are serving tightly defined audiences though reimagined mechanisms, like newsletters. Pitching the right ones lets you target audiences with newfound precision.
Am I suggesting that we ignore changes in the media landscape and set aside content programs in lieu of earned-media placements? Of course, not. Social channels reach huge audiences, and owned content – done right – can be extremely powerful.
What I am suggesting is that it’s important to keep media relations in your toolbox. Make sure you’ve got the right skills in your organization to effectively identify and pursue these opportunities. You’ll be happy you did.
Farrell Kramer 