The media landscape is evolving, particularly with the rise of Substacks and independent newsletters. Despite some nostalgia for traditional outlets, journalists like Rashi Shrivastava are establishing themselves as credible alternatives. However, PR professionals must adapt to changes in journalistic workloads, particularly the increasing pressures on reporters due to understaffed newsrooms. The common 24-hour follow-up rule is becoming outdated as many reporters now need days to catch up, necessitating a more thoughtful approach in PR outreach and timing for follow-ups to maintain positive relationships with journalists.
We've seen media heavyweights like Alex Konrad and others leave traditional outlets to do their own thing, but other players are already rising to a similar status as their predecessors.
At a recent media dinner, the message from well-known journalists was clear - bandwidth is extremely limited at the moment, with nearly every journalist working the longest hours they've ever had.
PR people need to change their follow-up approach as reporters are struggling with limited time and understaffed newsrooms, allowing for more grace in follow-up timing.
It's important to build in the time for follow-ups, avoiding 'desperation PR mode' that annoys reporters.
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