• by Ray Schultz , Columnist, October 23, 2024

Journalists and editors are well aware of the impact of shrinking newsrooms on their workdays. But how do story subjects see it? They say it is harder to get accurate coverage and face-to-face time with overworked news teams, according a study from the Institute for Public Relations and Peppercom.

If nothing else, this report should persuade reporters to have a little empathy for beleaguered PR people. 

The report, based on interviews with 22 CCOs and 22 media relations professionals, identified these issues:

• Shrinking Newsrooms—Reporters are having more work dumped on them, resulting in little time to write stories and less in-depth coverage. This has led to added confusion and misinformation. 
• Personalization—Communications pros often have to work with less experienced reporters and educate them on industry topics. 
• Greater Use of Paid and Influencer Media—Some firms have increased their budgets for paid content and sponsorships, while others have turned to digital and owned channels. But they complain that influencers often lack expertise in the subject and one CCO at an energy company complains that there are “more voices and channels” and a “toxic media climate” on social media. 
• Increased Sensationalism—There is more “clickbait” and less accurate reporting. Some content generators are “presented as earned media outlets which are later to be discovered as a digitally created veneer,” said the head of communications at an automobile company. “This adds a need for additional vigilance in monitoring coverage to ensure media relations efforts are properly reflected.” 
• Mixed Adaptation to the evolving media landscape—Some boards and C-suite executives are proactive in embracing new media strategies, but others are not due to lack of awareness about emerging trands. 
• The Emerging Role Of AI in Media Relations—Executives are just starting to explore the use of AI for ideation, content creation and media monitoring. But there are concerns about AI’s impact on disinformation and declining journalistic standards. 

The takeaway? In effect, communications pros have to train beleaguered reporters while teaching their own executives just what is possible.