With this change in demographic, public relations must adapt to the varied preferences of their audiences. Cold calls and blast emails are often ignored, and attempting to connect with a professional contact via social channels must be treated with caution to avoid alienating someone on their personal turf.
So how do you engage more effectively?
As vice president of product development at Thomson Reuters, I have the unique opportunity to sit between the world’s largest media organization and the public relations officers we support with communication tools. In this position, clients often ask the question: How do I get my pitch noticed?
We interviewed several journalists from our Reuters News team to understand how they choose what to write and how they prefer to interact with PR teams. Here are their responses: