Only yesterday, learnings from a PR campaign that was successful 20 years ago were brought up in a discussion about a current strategy. To adapt a phrase, 20 years is a long time in PR. Even 20 days can change everything and, actually, 20 minutes, in some cases. So, while there are some enduring themes in what will always drive success, it’s also important to understand that the media landscape has changed beyond all recognition over the last few years. That means what worked even a couple of years ago may not work today. Here are some of the reasons why. 

Competition is only getting fiercer 

Once upon a time (even just a few years ago), if you wanted to do PR, you’d engage a PR professional. That does still happen in many cases (hello, Carnsight Communications), but public relations is no longer just the preserve of PR pros.  

Many businesses – particularly smaller ones – are choosing to do their own PR. The rise of digital pitching has made it even easier for DIY PR, with good results. In fact, we endorse this, and we’ve even written an eBook giving people a blueprint to do it themselves: https://www.amazon.co.uk/Powerfully-Practical-PR-step-step-ebook/dp/B0CQ8CGZFZ 

There are also more journalists who are either switching from journalism to PR or embracing PR roles alongside freelance journalist roles. All of which means it’s a much more competitive landscape today, and more people are competing for those column inches than before. 

Meanwhile there are fewer titles 

We sometimes hark back to former publications in the office – some of which have only only ceased publication in the last few years. It’s now a well-worn path for magazines under pressure to start by reducing the frequency of their publication, and then move online only. And, in some cases, to sadly close their doors all together. 

Publications are increasingly struggling for reader attention for many reasons, but the biggest one is probably the rise and rise of social media channels. So, there are fewer outlets each year to pitch to. Whereas in some sectors nine or 10 publications might have featured a story back in 2019, now there might only be four or five to pitch to.  

Media shifts 

There are also new media and channels to embrace. As some outlets close, others open and new platforms are launched. Some don’t stick – remember Clubhouse? – but some, like podcasts, find a place in our daily lives, giving brands more opportunity to join the conversation.  

That means adapting processes and approaches, and also being ready to embrace new channels. A campaign that was front page news on the Sunday papers just a few years ago might not find its home there now. And it’s a constant evolution – the next big thing is probably just around the corner. 

Black Books aren’t what they used to be 

We’re often asked about our Black Books as PR pros. Contacts remain important and maintaining strong, trusted relationships with journalists is paramount. Having worked in PR for 15 years, some of my media relationships have endured throughout that time.   

However, there are far fewer staff (permanent) journalists on publications now and many more freelancers to engage with. And, as the news agenda can change so quickly, we’re just as often pitching to journalists we’ve never worked with before. 

While Black Books aren’t dead, just as important is finding and engaging with a new journalist contact, and crafting pitches and comments that catch their eye. It’s also much harder to entertain and catch up with journalists in person nowadays – not least because many are based remotely for at least part of the week. 

The rise of commercial content 

As I’ve said before, commercial content has its place, and good paid-for content can be valuable both for the reader and for the brand behind it. Whilst we’re primarily focussed on editorial or earned coverage, we do also work on some advertorial content. Our rule is to ensure we apply an editorial lens to make any advertorial copy as compelling as we can. 

There’s no doubt that advertorial or commercial content is on the rise. We’ve observed this most sharply in local media. According to the Charitable Journalist Project, there are fewer local titles now than at any point since the 18th Century. That’s an astonishing statistic. From 2009 – 2019, 320 local titles closed with a decline of 70% in advertising revenue. And that’s even before Covid took hold. 

With fewer titles and fewer staff working on those titles, there’s more scrutiny on the news pieces that can be featured editorially. So there’s much more of an emphasis on stories that will perform well digitally (and these are not usually about the opening of a local church fete). That means for anything else, you may be offered a paid-for option for your story.  

Those are just a few of the changes we’ve experienced that mean that what’s gone before can no longer be a predictor of what’s to come. And don’t forget to layer on the political landscape and particularly news agenda, which changes so frequently.  

About Carnsight Communications

At Carnsight Communications we create strategies and campaigns to showcase our clients’ brilliant work through PR, content and social media. We help them get noticed by the right audience, at the right time. We specialise in creative agency PR.