One of the questions we get asked frequently from clients about media coverage is how they can get a story in the “XYZ” publication. It’s a good question, but unfortunately, the answer is not as straightforward as it used to be.
The media industry has been hit hard by online and digital transformation. This, in turn, has impacted those looking to get their stories shared through established/traditional media.
Don’t feel bad if you’ve struggled to get coverage for your business or event over the last couple of years. Even if your pitch is perfect (more on that in a future post), that does still not guarantee you’ll get a story.
Here are some of the key things you’re up against:
1. Newsrooms Are Shrinking
The media landscape has dramatically changed, with many newsrooms facing significant budget cuts and staff reductions. Fewer reporters are available to cover an increasing variety of stories, and as a result, the competition for media attention is fiercer than ever.
2. Competing for Positive Coverage
Due to the layoffs, many news organizations prioritize breaking news and immediate events over feature-type pieces and profiles. Even with a well-crafted pitch, it can easily be bumped to the bottom of the list if a major news event occurs. Businesses looking for positive media coverage must be aware that timing and persistence are crucial.
3. The Disappearance of Beat Reporters
Another casualty of newsroom downsizing is the disappearance of beat reporters. These specialized journalists, who once had deep knowledge and focus on specific industries or topics, are becoming rare. This makes it harder for businesses to find a journalist who understands their niche, requiring more effort in educating and engaging generalist reporters.
4. Pay to Play
As traditional media outlets seek new revenue streams, businesses seeking coverage are increasingly directed to the sales department for sponsored stories/content. While this “pay to play” approach ensures coverage, it comes at a cost. It’s essential to carefully evaluate when and where this strategy makes sense, balancing paid content with efforts to earn organic media attention.
I dive more deeply into these reasons in the video below:
