In the past four years, both the public relations and media landscapes have seen dramatic global shifts, driven by factors like the pandemic, near instantaneous rise of Generative AI, and resulting changes in consumer behaviors and media consumption.
Remarkably, as the below infographic illustrates, in this short span of time, PR and communications professionals have quickly adapted our practices to address these evolving changes and are continuously advancing our profession to best navigate the new world of media, impact of new technologies, and ways in which news is gathered and fact-checked.
The days of picking up a newspaper and reading cover to cover as we sip our morning coffee are long gone and have been replaced by real-time social media-driven news, the continued rise of online news ‘influencers’ and daily online newsletters, as well as AI-aggregated news sourcing.
An increasing majority of consumers (54%) now receive their news information and entertainment from social channels such as LinkedIn, Instagram,TikTok, X, and Facebook. But just as X (formerly known as Twitter) used to be a virtual town square to engage with journalists, LinkedIn and TikTok have become platforms where not only journalists and influencers tell stories, but where people discover news—whether fact-checked for accuracy or not. Add AI into the mix, and there’s a whole new web of information and facts to navigate.
Challenges for Journalists and PR Professionals
As the infographic shows, since the pandemic, journalists face increasing challenges in maintaining quality reporting, and 33% today report that combating misinformation has become a much bigger challenge than ever before. Tighter deadlines and shrinking newsrooms now demand PR professionals pitch fewer, more specialized contacts while, in tandem, pursuing a variety of integrated marketing communications activities to address these issues as well as the changing media consumption habits of target audiences.
Employment in newsrooms is dropping, and in January 2024, over 500 journalists were laid off from major media outlets such as NBC News, Time magazine, Business Insider, and The Los Angeles Times. Media job losses are projected to hit 10,000 this year as AI-generated content and social media influencers continue to redirect attention away from traditional outlets and sources.
The Importance of Integrated PR
The effects of the pandemic illustrate that the ways in which we previously conducted PR efforts are no longer sufficient enough to capture target audiences where and when they’re most responsive. To thrive in this dynamic environment and reach key constituents most effectively, PR professionals must adopt an integrated marcom approach that leverages various media channels, technologies, and tactics.
With shrinking newsrooms, it is undeniably necessary for PR pros to spend most of their time cultivating relationships with target media and influencers while also looking for new ways to connect with them. This taps into the importance of what Spin Sucks refers to as its PESO model to drive more meaningful results. While traditionally critical for PR successes, earned media coverage is no longer the only effective way to move the needle for brands. Messaging and activities must now be integrated and amplified through a variety of channels in order to create meaningful impact.
PR professionals must be agile and strategic, leveraging a mix of secured media coverage and integrated activities from earned, shared, owned, and paid media to generate such results. The infographic illustrates Spin Sucks’ PESO Model which has become popular among PR pros and marcom departments the past four years. Its integrated framework for marcom and PR activities categorizes secured media coverage into four types: Paid, Earned, Shared, and Owned.
With 88% of consumers reporting they trust recommendations from earned media they follow and 69% trust recommendations from influencers, there’s been no better time to more tightly integrate campaigns and leverage the increasing number of opportunities that exist to reach targets in where and when they are most receptive.
Predictions: While the future of traditional news media is uncertain, one thing is for sure: savvy PR pros who embrace new technologies and tools, as well as an integrated approach, are better positioned to navigate the headwinds that come their way. PR isn’t linear, and industry professionals must work closely with additional media types to tell compelling stories that connect with consumers and prospective buyers on a deeper level.
