Strategies for a Changing Media World

The rules of engaging media are changing as frequently as the industry itself. These tips will help you adapt in a Web-dominant world.

Most businesses want media coverage. But just as your business is much different than it was a few years ago, the media industry is constantly changing. New technology, cost-cutting measures and increased competition have pushed editors and producers to change the way they pursue a story.

Magazines in particular are changing their missions to keep up with newsstand competition and increase dwindling circulations. Before calling a reporter or drafting a news release about your most recent product or service, you must understand market changes and new editorial focuses. The following tips will help you navigate the new rules for a changing media industry.

• Tailor your pitch. The BusinessWeek of a year ago is much different than today’s magazine. Show that you’ve noticed the changes and craft a pitch that fits with the new mission. If a certain publication features personal narratives, frame the story in a way that shows how the CEO overcame a challenge to get the company where it is today.
• Think Web first. Outlets post breaking stories on their Web sites first. Traditional print publications are also looking for video, podcasts, slideshows and other multimedia to post on their site. Instead of being disappointed when a story “only” makes the Web and not the print edition, realize that the Web story often reaches far more readers. It’s the future of media—one day, everything will be Web-only. Companies that understand that will be one step ahead of the pack.

• Plan for reduced travel budgets. When publications and stations are cutting their budgets, travel is among the first things to go. That’s why offering site tours and access are less of a draw now. You can alter your strategy accordingly by conducting more media relations during conferences. They are the one place reporters will still travel, because they’ll have access to multiple sources at once. Also, if you’re going to be traveling to the same city as a key publication, you can call in advance and ask to meet with a reporter. Keep these desksides brief and talk about your story in the context of your entire industry.
• Exclusivity is still key. While the media world is changing rapidly, some things remain the same. Media like exclusives—editors have to offer their readers something unique that they can’t get anywhere else to attract eyeballs. Telling a reporter that a major newspaper covered your company will not be effective. Instead of jumping on the bandwagon, the reporter will consider the story old news and move on to their next scoop.