When is it appropriate to tweet a reporter? Will a link to video strengthen your pitch to a journalist? Should you pitch a CEO interview to BuzzFeed? Each year, the Edelman Media Network – a group of 400 former journalists and media relations experts from each U.S. office and practice – identifies trends that are changing the way PR professionals interact with reporters, editors and producers. In our 5 Media Trends to Watch in 2014, we focus on two main areas: the way we’re consuming news on mobile devices and how we initially approach the media with a pitch. What do you think of the trends we identified? Are we missing anything? And how are you changing the way you interact with reporters? Tweet @EdelmanPR and let us know.

1. First came the blast fax, then the email pitch. Now, reporters want
PR professionals to pitch stories in a visual way. In fact, 73 percent of
reporters think press releases should contain at least one visual3, a trend
we expect to continue in 2014. The high traffic and success of sites like
Instagram and Pinterest demonstrate the power of visual content4.
What do politics and poodles have in common?
Millennials are reading stories about both topics
from the same news sources. In 2014, expect to see hard news and
funny articles shared at similar rates as long as each type of story
evokes an emotional response from readers1. In the era of the desktop
computer, we saw niche media thrive. Sites like Politico and YumSugar
attracted huge followings. But now that we get much of our news on
mobile devices, we’re seeing niche outlets broaden. News outlets such
as Buzzfeed, Huffington Post and Mashable are posting hard news stories
next to lighter features to take advantage of Millennial media habits.
PR Takeaway: Incorporate high-resolution images, b-roll and
infographics into your pitch. Avoid spam folders by including links
to the images rather than sending unsolicited attachments.
PR Takeaway: Take a second look at online sites, such as BuzzFeed,
which has beefed up political reporting. CNN.com is even broadening
its feature content in an attempt to attract viewers who are watching
TV networks such as Discovery and National Geographic2.
Leading social media platforms
such as Facebook and Twitter are
competing to be the go-to sites for
news. Facebook recently tweaked
its News Feed delivery algorithm
to differentiate between hard news
and status updates and to give
greater weight to linked media
content5. In addition, studies show
that nearly one in 10 adults now
get their news from Twitter6.
PR Takeaway: Social media
is quickly becoming a top
destination for news delivery and
consumption. Media outlets are
now complementing their traditional
publishing efforts with real-time
social media activity, which can
amplify the power of both paid
and earned content.
Almost one-third of workers in the U.S. today are considered freelancers,
and the newsroom is no exception7. News outlets are increasing their use
of freelancers for short-term projects rather than investing in full-time hires8.
Additionally, individual journalists and media personalities are increasingly
creating personal brands that transcend their parent networks and outlets,
elevating their relationships with their audience across multiple touch points.
PR Takeaway: As newsrooms and editorial staffs continue to merge
and shrink, freelancers have become valuable resources for media and are
trusted with significant editorial responsibility. PR professionals need to
build strong relationships with reporters and editors, not just media outlets.
Instead of simply asking which outlet is best for your next pitch, ask
which reporter is the most effective storyteller across all media and
social channels.
http://www.niemanlab.org/2013/11/why-so-serious-maybe-because-data-shows-news-stories-can-get-shared-just-as-often-as-lighter-fare/
http://www.capitalnewyork.com/article/media/2013/12/8536789/zucker-plans-massive-change-cnn
3
http://www.mediabistro.com/alltwitter/marketing-statistics-2014_b51219
4
http://www.forbes.com/sites/jaysondemers/2013/09/17/the-top-7-online-marketing-trends-that-will-dominate-2014/
5
http://www.techhive.com/article/2068267/facebook-pushes-news-to-the-top-literally.html
Should you tweet a reporter? A few years ago, many journalists said
“no.” While the majority of reporters still wish to be pitched via
email, a recent survey found that 29 percent of reporters will accept
pitches over Twitter and 31 percent accept pitches via Facebook9.
More journalists appear to be open to social media pitches – but only
if done correctly, respectfully and after diligent research.
PR Takeaway: It is becoming more acceptable to pitch media
through alternative platforms, such as Twitter and Muck Rack.
However, it is still imperative to research journalists and their
preferences before you pitch. Blind mass pitches have never worked
and should always be avoided.
http://www.cnn.com/2013/11/04/tech/social-media/twitter-news-study/
http://www.businessinsider.com/freelance-workers-jobs-pay-are-rising-2013-10
8
http://www.foxbusiness.com/personal-finance/2013/09/30/freelancing-in-america-rise-contingent-workforce/
9
http://campaigns.vocus.com/search/state-of-media/2013-state-of-the-media-report.pdf
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