In the ever-evolving landscape of U.S. media, the dynamics of public relations (PR) are more complex and challenging than ever before. For companies seeking to build their brands, engage with audiences, and influence public perception, understanding the current media environment is crucial.
The practice of PR is not what it used to be thanks to the internet and shifting consumer behavior and demand. Many companies, today, still have a perception of what PR was but do not understand what it really is today. Sure, it builds a sense of perceived credibility, but where is that built today?
As a former journalist and long-time PR professional, trust me, I get it. You understand the value that a public relations agency can bring to your business, and hope for the best results, but the entire industry looks different today because of our colleagues at media outlets and, most importantly, the financial impact to these outlets in recent years.
When you ask, “who do you know in the media”, well, that’s a tricky question because they can be here today and gone tomorrow. Outlets are dwindling. Fewer writers and yet still more PR people. Even great stories can get lost.
If you can't understand why your business is not getting PR coverage, here's a look at how the state of media is shaping PR strategies and outcomes.
Fragmentation of Media Outlets
One of the most significant changes in the U.S. media landscape is the fragmentation of outlets. Traditional powerhouses like newspapers, network television, and magazines no longer dominate the information ecosystem. Digital platforms, podcasts, streaming services, and social media have created a plethora of options for consumers to access news and entertainment, in a time when traditional outlets cut back on or dissolve printing altogether. While this diversity offers more opportunities for companies to tell their stories, it also means competition for attention is fierce.
For PR professionals, this fragmentation necessitates a multi-channel approach. Simply securing a story in a major publication is no longer enough. Effective campaigns require leveraging influencers, niche platforms, and hyperlocal outlets alongside traditional media. Tailoring content to fit the preferences and formats of each channel is critical to maximizing impact.
Where once securing a placement for a client in a major magazine could result in one million in sales, those publications are no longer publishing. They’ve gone digital only, which changes the engagement people have with that magazine brand. It becomes just a way people can search and discover your company. It doesn’t have the same results anymore.
Declining Trust, Even Value, in Media
Public trust in media has been declining for years, exacerbated by the rise of misinformation and polarized news sources. According to recent studies, a significant portion of Americans struggle to distinguish between trustworthy journalism and biased or fake news. This skepticism poses a challenge for PR efforts, as consumers may question the credibility of stories, even if they’re well-placed in respected outlets.
This is very true for a number of national media outlets, compared to niche outlets that cover women’s or men’s general interest, but these are mostly consumer facing. For those seeking expert positioning within an industry, this can offer an interesting opportunity.
To combat this, companies must prioritize transparency and authenticity in their messaging and consider the idea of being media-neutral for the most coverage. In a time when politics is so polarizing, companies should move away from that agenda to better connect with customers in a broad sense. Support what matters most, don’t get in the weeds.
Building direct relationships with audiences through owned media—such as blogs, email newsletters, and social media—can help reinforce trust and complement earned media placements. But most importantly, they provide a rich search opportunity that brands can own.
If you value media so much than…
Economic Pressures on Newsrooms: Declining Financial Support of Media Outlets
Economic challenges have led to downsizing in newsrooms across the country. With fewer journalists covering more beats, there’s a higher demand for compelling, ready-to-publish stories. For PR practitioners, this underscores the importance of crafting pitches that are not only newsworthy but also easy for journalists to pick up and run with.
Building relationships with reporters is more important than ever. Personalized pitches and a deep understanding of what individual journalists cover can make the difference between a story that’s ignored and one that gains traction.
I have said this for years, “If you want a news outlet to cover your story, include your product than support them with a subscription.” You want them, even need them but aren’t willing to support the outlet(s) with a subscription is almost hypocritical.
In all honesty, the fact that so many media outlets are laying off in sheer numbers is an issue of lack of support. You cannot “demand” to be in an outlet and not subscribe and show your support in return.
The Rise in Paid: Advertorials: A Hard Truth About PR Today
Again, everyone needs to earn a living. People are not just working and writing stories out of the goodness of their hearts. They need to take care of themselves and often a family. The result is the new demand for payment for extended coverage and nearly every media outlet does it today in one form or another. Whether it’s a featured story, email newsletter sponsorship or dedicate social media posts, paid “PR” (aka an advertorial) is becoming more and more normal in consumer and industry outlets.
Again, if you don’t respect and support the media outlet you want to be in, they have every right to suggest that their ability to generate awareness, exposure and credibility has a dollar figure. That dollar figure keeps the doors open, the lights on and the writers writing.
Affiliate Link-driven Revenue Model
“O” magazine has done it. All of Hearst and most others have done it. They’ve all moved to another form of financial or “paid” content that feels authentic but means money in their pockets.
Affiliate links are the key for consumer products. Why? Because outlets got smart and thought, “you want us to scratch your back, but you aren’t willing to do it return, so if we make a recommendation of a product or service, than we should get something in return.” I get it and respect it, but most business owners do not.
The truth is, in today’s world, if you want coverage in major, leading media outlets, you have to offer something in return. For most startups and small businesses, this affiliate fee is small compared to advertising and completely worth it so they can put a “seen in ‘Oprah Daily’” on their website. While your customer may never click on that link to read the story, the impression, the perceived credibility is priceless.
Moreover, the more “affiliates” (also known as bloggers and content creators) who write and share content about your brand means increased search and visibility that drives site traffic, and eventually sales.
The Rise of Citizen Journalism, “Influencers” and Social Media
Social media platforms have turned nearly everyone into a potential content creator. From product reviews and fashionistas to citizen journalists, the media landscape has changed due to smart phones and cameras. Today, citizens are capturing video and stories in real time before media have the ability to get up to date.
“Influencers” (I prefer collaborators), are ruling the roost and influencing public opinion about brands. Sometimes, it’s difficult to discern between authentic reviews and those that are paid. These individuals seem less concerned with the quality of their content and more about being paid to leave positive reviews, even if they don’t believe in the product. Everyone needs to earn a dollar.
Citizen journalism, live-streaming, and viral posts often shape public opinion before traditional media can respond. For PR teams, this means navigating an environment where the public narrative can shift in minutes and reviews and comments can create crisis situations in a nano second.
While this presents challenges, it also opens doors for real-time engagement. Companies that work with collaborators to craft authentic messages and stories, monitor social media closely and respond quickly to trends or crises can turn challenges into opportunities. The key is agility: staying prepared to act decisively when the moment arises.
Data and Analytics: A Double-Edged Sword
The rise of data-driven journalism and PR analytics has transformed how stories are crafted and measured. While these tools offer insights into audience behavior and campaign performance, they also raise the bar for demonstrating ROI.
Media outlets are about attracting an audience. They are mastering content and storytelling based on search to drive traffic, clicks and engagement. Freelance writers, more than we’ve ever had before, are boosting their reputation with strong stories built for search that creates engagement, justifies ad rates for the outlet and ensures they continue to get projects from an outlet.
Understanding this is key to the ability for companies to achieve what they want from PR but also reciprocating with social media shares and posts, shout outs on websites and more, all of which fuel traffic to the story, the outlet and the writer. Rinse and repeat.
Conclusion
The current state of U.S. media presents both opportunities and challenges for companies aiming to achieve effective public relations, today.
Understanding and appreciating that PR is nothing without media outlets and supporting media outlets means that you respect them for what they do is the number one key to ensuring that the PR industry survives to do what it does best – build credibility. Because without it, it’s just advertising and consumers are more savvy now about advertising, paid or sponsored posts than ever before. This means that messages are less credible and require more work to achieve credibility but also to increase online visibility.