PR Campaigns – The blog

March 16, 2009

Gaining Coverage in a Declining Journalism World

Filed under: 3's Company PR — lmdavis2 @ 10:46 pm

The Valley PR Blog recently reported that Brad Perry and Dan Davis of KTVK Channel 3 are no longer with the station, no reason has been given for their departures. Regardless, this only adds to the growing number of  job loss in the journalism industry, which is no longer stranger to recent headlines (ironic).

This is not an issue independent to the United States either, the UK ‘s Press Gazette reported a loss of over 500  jobs in the media industry since February.  

Not only are media outlets cutting back their staff, they are being forced to adjust to the growing demand for online news. Today the Seattle Post announced they will release their final print publication Tuesday and continue the paper solely online, which created a cut back of  over 100 positions at the paper.

The decrease of journalists will only continue to make it harder for PR professionals to pitch stories and get coverage. The journalists that are left are being stretched to the max to pick up for those that have lost their jobs. This may seem like a dead-end for the PR professions, but this is where we must get creative and remember use the basic tools we’ve learned.

I learned the hard away about cut backs today when I was pitching a Phoenix Suns charity event in Surprise, AZ  to local media outlets. I started getting frustrated when I heard the same response over and over, “we can’t commit because we don’t have enough staff to cover it.” It really bummed me out when I called the Surprise reporter for the Arizona Republic and he was no longer with the organization. However, I was directed to the reporter who took over that area and my luck started to turn around. Even though she could not attend the event, I told her I would be more than happy to supply her with the release, photos and names so they could run it in the weekend edition.  

Within 30 minutes an article was posted on azcentral.com featuring the event. Even better she was able to find a photographer of their own to cover the event. In these tough times, it’s important that we sympathize with our media partners and work with them to make it as easy as possible to cover our stories. A little extra work on our part can go a long way and build great relationships with the media.

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3 Comments »

  1. Very interesting post. It’s sad to know that print journalism as a whole is vanishing. I remember this summer reporting for the Arizona Republic and literally watching the news room slowly reduce in numbers. By the way, I really enjoyed you’re article on azcentral.com

    Comment by ledleson — March 16, 2009 @ 11:29 pm | Reply

  2. Sadly, I think this is something that isn’t going to go away for a while. Instead, journalists and the media industry are going to need to start re-working and tailoring their roles. The point you bring up, though, does shine light on a possible brighter side. The often-conflicting relationships between journalists and PR professionals can really start to be improved. We have the information that journalists want and need for their stories, even if they don’t necessarily know it. So, we need to follow the communication methods and theories that we know so well in order to help them see that we can actually make their lives a little easier.

    Comment by cafuller — March 23, 2009 @ 4:58 pm | Reply

  3. This is really interesting to me because I don’t think I’ve truly analyzed this issue from this perspective. I haven’t really considered how difficult it would be for PR professionals to pitch stories to these reporters who are spread so thin. I definitely think this is a golden opportunity for PR professionals to utilize other tactics and outlets for communication. It goes to show you that you can’t rely on one strategy for the communication process. Decline in journalism will affect pr, but not dramatically, in my opinion.

    Comment by viancavv — March 23, 2009 @ 10:34 pm | Reply


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