State of the PR pitch
Journalists are adapting to today’s multimedia newsroom demands and the need to evolve public relations (PR) efforts to support this shift – making stories translatable to print, TV, radio and online – continues to be an important focus for communicators. New York Times, NPR and CNN, to name just a few, have been rapidly changing to meet their readers’ requirements over the past years—some more successfully than others, with trade publications and local media making the transition as well.
But don’t take our word for it. Today most reporters are expected, if not required, to have visual or audio elements to go along with their articles. According to a recent survey from the North American Journalists and Media Professionals, 68 percent of journalists feel that their job has become increasingly difficult in the past five years. Most journalists are writing between 5-11 articles every week, and the survey also cites that 75 percent of published articles contain multimedia elements. For journalists, the increased need for multimedia paired with more weekly stories means higher stakes, less time and a tougher job.
Perhaps one of the more interesting nuggets is that the survey cited the PR pitch as their main point of contention stating that of the more than 20 pitches received a vast majority did not offer or include multimedia content.
In the fast-changing, multichannel and multi-sensory world we navigate today, adapting how we do business is critical to better meet these needs and garner much needed coverage as well as favor among the editorial community. If you haven’t already shifted your mindset to accommodate these multimedia demands across PR and marketing efforts alike, here are a few questions that can act as an initial guide:
- Does your message, media idea or marketing campaign include statistics or other content pieces that lend themselves to a visual representation?
- How can you translate the points you want to make into more of a compelling story that illustrates the message more visually?
- Are you capitalizing on client interactions and case studies with quick video snippets or audio captures to put a voice behind their organization’s advancements with your technology or services?
What tips and tricks are you using throughout your business to better adapt to this visual age?