A strong media relations strategy is a cornerstone of effective B2B communication. However, the way we approach media relations has evolved dramatically, especially with the advent of AI tools and the shifting dynamics of the media industry.
Suzanne Block, co-founder of Shape and Scale, offers valuable insights into how businesses can navigate this complex terrain and leverage media relations to drive growth and brand differentiation.
Why Media Relations Still Matter
Media relations play a crucial role in shaping public perception—a factor that directly influences purchasing decisions and business growth.
As Suzanne explains, “Perception is reality when we talk about brand awareness, whether in B2B or B2C. Media relations significantly impact how people perceive your brand, which in turn affects purchasing power, sales, and growth.”
This is why media relations remain the “bread and butter” of many PR strategies, even as the tools and tactics evolve.
The Shifting Media Landscape
The media landscape has undergone significant changes, particularly in recent years. The pandemic accelerated the decline of traditional print media, with newsrooms experiencing a 30% reduction in staff. Yet, the demand for news and content has not diminished.
Suzanne describes the situation aptly: “The media landscape is a hot mess right now. Even before the pandemic, print media was ‘dying,’ but since the pandemic, newsrooms have been cut by about 30%. However, the demand for news hasn’t decreased. Reporters now cover more stories with less time, leading to a consolidation of tech coverage.”
For PR professionals, this means that reporters are more selective about the stories they cover. They are focused on newsworthy, high-quality narratives that align with macro trends in their industries.
As a result, traditional relationship-building with reporters has become less critical than delivering compelling, well-crafted stories.
Five Tips to Cut Through the Noise
In this challenging environment, Suzanne offers five key tips for cutting through the noise and getting your stories noticed:
- Focus on the Story, Not the Relationship
Relationships with reporters, while still valuable, are no longer the primary driver of media coverage. Suzanne notes, “This might be controversial, but in my experience, relationships with reporters matter much less than they used to. The emphasis is now on the story—the quality of the narrative you provide.” - Slow Down and Personalize
Mass email blasts to reporters are a thing of the past. Instead, PR professionals must take the time to personalize their pitches. “You need to find the right reporter at the right publication and tailor your pitch to their interests and audience,” Suzanne advises. This approach requires constant updating of media lists and a deep understanding of what each reporter covers. - Leverage Contributed Content
With many publications short-staffed, there is a growing demand for contributed content, also known as bylined articles. “Contributed content, or bylined articles, is a highly effective way to gain coverage right now,” Suzanne says. These articles must be thought leadership-driven, avoiding any direct promotion of products or services. The challenge lies in creating and getting this content approved, but the potential rewards are significant. - Use AI as an Assistant
AI tools have become invaluable in the modern PR toolkit, particularly for keeping up with the fast-changing media landscape. Suzanne highlights the role of AI in maintaining updated media lists: “AI can assist in keeping media lists up to date, a task that’s become almost a full-time job due to the constant changes in the media landscape.” Tools like Muck Rack and Cision can provide alerts when reporters change beats, ensuring your pitches reach the right people. - Don’t Forget the Basics
Despite the changes in the industry, some traditional elements of PR remain essential. “It’s still the PR professional’s job to guide clients to the right reporter, publication, and timing for their stories,” Suzanne emphasizes. This includes knowing when not to pitch a story—such as during major holidays or after significant news events.
Adapting to the Future of Media Relations
As media relations continue to evolve, PR professionals must adapt by focusing on high-quality storytelling, leveraging AI tools, and personalizing their approach to media outreach.
The landscape may be challenging, but with the right strategies, businesses can still achieve impactful media coverage that drives growth and brand recognition.
By incorporating these strategies, PR professionals can navigate the new era of media relations effectively, ensuring that their stories stand out in a crowded and rapidly changing media environment.
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