The challenges of making it into major media outlets aren’t new — and we have written before about facing some hard truths about the modern PR world. But more and more, we are hearing from potential clients and partners who are concerned about whether media outreach is worth the effort, given the increasing difficulty of getting a story into the news. Layoffs and consolidation within the journalism industry have led to fewer reporters who can give a pitch the attention it deserves. Another contributing trend is “glocalization” — which involves local and regional outlets devoting their news space towards national and international stories instead of local events within their regional scope. As a result, a story pitch competes against hot button news topics such as pandemic updates, celebrity gossip and global developments that are more likely to generate clicks and interest.
Make no mistake, the days of blasting out a press release and raking in the coverage are long gone. But that doesn’t mean PR still can’t achieve meaningful results for certain causes and companies. Here are some strategies we recommend for those times when your pitch just can’t seem to break through:
Having trouble turning your news into a story? Our team at the Belfort Group is comprised of seasoned journalists and PR pros, with a proprietary system — called the BG Newsroom — to maximize the audience for your content. Let’s talk about how we can help you navigate the modern media landscape and keep the stories you want to promote front and center.
Reach out to us at firstname.lastname@example.org.