Have you pitched a story to your local paper recently, only to be redirected to paid advertorial or ad placement options? You’re not alone. The media landscape has shifted significantly, and managing expectations around earned media (free print, broadcast, and online coverage) is more important than ever.
Here’s what’s happening:
Newsroom’s are shrinking, and dependence on advertising has increased
One of the most significant challenges facing traditional media is lack of revenue. Many newsrooms are operating with tighter budgets and smaller teams, which means their capacity to cover a wide range of stories has suffered. As a result, media outlets are becoming more reliant on advertising to keep their operations running.
What does this mean for you as a business owner?
While editorial space still exists, it’s highly competitive and often reserved for stories that are truly newsworthy and aligned with the publication’s audience. If your pitch doesn’t fit their criteria, it’s likely to be passed onto the advertising team.
This shift isn’t just about publications being "less interested" in your story. It’s more about them being picky and taking advantage of opportunities to secure advertising.
You may ask… what makes a story newsworthy?
Securing earned media is still possible, but it requires a deep understanding of what journalists are looking for in a story. Here’s the skinny:
Be timely - News is about what is happening now. The tagline "breaking news" is likely to grab attention more than a story from a month ago.
Be unique - Make your story stand out to a journalist sorting through countless pitches every day.
Think about the audience - A pitch solely focused on promoting your product or service is unlikely to be picked up. Media are looking for stories that have a wide appeal to the audience. Giving the media and reader something tangible that they can take away from the story, is a great approach to take. An example could be a specific how-to or set of tips.
Adjust expectations and consider paid media
Given the current media landscape, it’s crucial for brands to adjust their expectations when it comes to media coverage. While earned media remains a valuable goal, it’s not always a guarantee. To ensure your brand gets visibility, you may need to factor paid media into your marketing strategy and budget.
This isn’t a sign of failure but a practical recognition of how the media operates today. Paid placements allow you to maintain control over your message and ensure that it reaches your target audience. Plus, when written well, some readers may not realise the content is sponsored.
What does this mean for your PR and marketing strategy?
It’s important to take the changing media landscape into account when planning your PR and marketing efforts. Here are some tips to help you succeed:
Budget for paid media
Develop newsworthy angles
Collaborate with professionals
Be patient and politely persistent
Need help making a plan?
Navigating today’s media landscape can feel overwhelming, but you don’t have to do it alone. Whether you’re trying to secure earned media or integrate paid placements into your strategy, having a clear plan is key.
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