Report: Communicators must embrace new skills for earned media success
As the needs of increasingly digital-first media outlets change, PR pros must adapt to make their news releases relevant and effective.
It has become much more difficult to snag high-quality media coverage.
However, the shrinking supply of earned media opportunities has raised the value of media relations professionals who wield relationships and skills that can deliver results. Those sought-after skills, however, are changing.
Many reporters now work for outlets that either have an online platform in addition to legacy media functions or are increasingly digital-first. Social media and online content is changing consumer preferences for their information consumption—mostly, moving away from lengthy, text-heavy content to multimedia “infotainment.”
To find earned media success, PR pros must become adept multimedia creators, creative strategists and empathetic listeners. They must be able to tell great stories, but also package their messages in compact, digestible chunks. They must be flexible, insatiably curious and ready for a challenge.
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