If you’ve been working in the PR industry for more than five years, you
might have noticed that the way you interact with journalists today has
The very face of journalism has been undergoing a seismic shift over the
past several years as more of their ranks join ours, and as the definition
of journalist is expanding to include bloggers, vloggers and social media
“influencers.” Because there are so many pros on the PR side, but a
steadily declining number of journalists, it’s becoming harder to
successfully reach reporters and secure coverage.
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become more successful in the new media landscape.]
New research from Babbler reveals why it might be harder to reach
reporters. For example, 44 percent of journalists are receiving up to 100
pitches per day in their mailboxes. They’re also busy: More than half (56
percent) of reporters write up to five stories per week, and 19 percent
write five to 10 articles per week.
Even though it seems like there are fewer journalists, it doesn’t mean that
PR pros have fewer contacts. Babbler reports that in the last 17 years, the
average contact list of PR Professionals grew from 50 key journalists to
1500 (and sometimes, up to 5000) media targets.
No wonder journalists think 90 percent of press releases’ content is
For more on the changing face of journalism (and what PR pros should do to
cut through the noise) check out