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prA recent post on PR Daily shares the news that PR professionals outnumber journalists 6:1.  Really nothing new about that.  Everyday we’re seeing stories about layoffs in newsrooms, broadcast contracts not being renewed and publications closing their doors.

But that fact does have a huge impact on how those PR professionals do their job.  It is likely that a journalist that may have had one or two beats he/she was responsible for 10 years ago, is now covering 8-10 different industries.  And is producing online content.  And is taking photos to accompany the story.

According to the Bureau of Labor Statistics Occupational Employment Survey, newsroom employment in the U.S. dropped 23 percent between 2008 and 2017. On the other hand, the PR industry continues to grow with an increase in number of available opportunities.

So with more of us PR pros and less journalists, are we doing things differently when it comes to media relations?

To be honest, no.  We may have fewer options out there, but the best practices are still the same.

  • Get to know the journalists and media outlets most relevant to your business or organization.
  • Make sure what you are pitching is newsworthy, that all your sources are available and willing to be interviewed.
  • Be accessible. Reporters generally work varied hours.
  • Respect and know deadlines.
  • Return phone calls, emails, text messages or social media messages promptly.
  • Be careful about offering exclusivity
  • Treat the journalist with respect. They have a job to do and so do you.
Abbie S. Fink
Abbie S. Fink
Vice President/General Manager Abbie has been doing public relations her whole life…from organizing a picket line in 6th grade to organizing client communications today. She’s passionate about a lot of things, you’ll see. Check out Abbie's full bio

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