Conclusion

In an ever-changing normal with mounting pressure and an acute deficit of staffing, resources and time, journalists are looking to PR pros to be close partners in creating stories for local, national and global audiences. The universe of coverage for individual journalists is expanding and editorial calendars are shifting as news organizations compete for traffic and advertising dollars. To successfully cultivate relationships and ongoing coverage, PR pros need to be mindful of the unique challenges and priorities driving the media, stay on top of emerging trends, and serve up data-driven, multimedia stories to make journalists’ jobs easier.

As the media landscape continues to evolve, so do journalists’ needs and expectations. But the fundamentals of thoughtful, targeted storytelling and follow-through will remain the same.

That wraps up this year’s State of the Media report. Now that you’ve got the official inside scoop on what journalists want and expect, get out there and make some headlines!