I’ve been working in public relations long enough to remember when we delivered press kits by messenger, snail mail or by fax to our intended recipients. Now press materials, photos and videos are sent instantly via computer, smartphone or whatever mobile device is most convenient.
But some things haven’t changed all that much. Take for instance the recipients. Sure journalists today can easily search the internet seeking sources and ideas for interviews and articles, but many still turn to public relations practitioners. They have to do more with less help and produce work under tight deadlines so we are a reliable resource.
The way P.R. and media relations professionals communicate with the media has changed but a good story targeted to the right journalist hasn’t. Humans are still the brains behind the news that’s reported every minute of every day even if technology has made some tasks obsolete.
Recently I’ve arranged interviews for experts from finance to fitness with reporters working for magazines, newspapers, radio, television and online outlets. An interesting timely story, event or expert source presented to the right journalist at the right time is still valued by clients and the media alike. A good prior working relationship with the journalist helps but it’s not a requirement to get media coverage. Not then not now.
Suggesting story ideas, providing background information, offering experts, authors, celebrities and other spokespeople for interviews, scheduling and coordinating interviews, and providing props or other materials are among what we do to help media professionals do their jobs.
Now there are many more options for us to consider when identifying which writer/reporter/producer/editor/blogger/multimedia journalist/online editor is the best person to receive an email or phone pitch. Additionally some kinds of media interviews may be conducted entirely via email to save both the source and the reporter time.
It’s not news that media organizations are grappling with how to stay relevant and profitable. USA Today recently let go of 70 staffers turning its focus to its digital product like many others. This weekend’s edition of NPR’s show that covers the media industry, On The Media, featured the decline of beat reporters which is an unfortunate trend on many levels. However public relations continues to thrive maintaining an important role in a changing communications environment.