State of media report

STATE OF MEDIA

Cision's 2024 State of the Media report: Key insights for comms professionals

In the ever-changing media landscape, PR professionals must continuously adapt to engage journalists effectively and secure media coverage.

Cision's recent 2024 State of the Media Report offers essential insights into journalists’ needs and preferences.

Here’s what you need to know

• AI and automation are reshaping journalism workflows

• Building trust and credibility with journalists remains crucial

• Data-driven storytelling is essential for successful pitches

AI and automation in journalism

AI and automation are increasingly integral to journalists' workflows. PR professionals must understand how AI-driven content sorting and analysis impact their pitches. Staying informed about the latest AI tools and trends is crucial for maintaining a competitive edge.

Trust, credibility and relevance

With the rise of AI, trust and credibility with journalists are more important than ever. Always provide accurate information and avoid exaggerated claims. Focus on building long-term relationships rather than seeking immediate coverage. Journalists value content that is timely and relevant. Understand the stories journalists cover and their audience.

Data-driven storytelling

Data is increasingly crucial in journalism, with two in five journalists relying more on data this year. Incorporate relevant statistics to support key points and provide evidence for claims. Present unique data or research findings to make pitches more appealing. Use charts, slideshares, GIFs, or infographics to visualise data and make it more accessible.

The digest

EU says X’s blue tick accounts deceive users: The EU has accused X of breaching online content rules, alleging that its "verified" blue tick accounts mislead users by allowing anyone to purchase the tick, resulting in potential deception.

LinkedIn rolls out sponsored newsletters: LinkedIn’s expanding its sponsored articles ad option to sponsored newsletters as well, providing another way for brands to generate leads from their LinkedIn content.

The rise of newsletter 2.0: Modern newsletters have evolved into comprehensive publications offering personalised, engaging content and advanced features for growth, monetisation, and community building, providing a stable and direct communication channel unaffected by social media algorithms.

General Election 2024: recapping the digital landscape: The 2024 General Election campaigns were marked by lacklustre digital engagement reminiscent of 2019, with traditional media continuing to dominate. Labour led in ad spend across Google and Meta, focusing on a 'change' narrative, while the Tories leaned on attack ads aimed at their base, and TikTok, despite high expectations, failed to significantly influence the event.

Building a new engine for culture: This podcast with CEO of Substack, Chris Best, covers the challenge of capturing and maintaining reader attention amidst the vast array of digital content, emphasising the importance of focusing on quality over quantity. He also discusses Substack's commitment to the transformative potential of AI in enhancing content creation and distribution.

INTERVIEW

Jennifer Prosek from Prosek Partners on nailing the narrative

This is an insightful podcast with Jennifer Prosek, founder and CEO of Prosek Partners, on how her 300-strong firm has pioneered PR and branding in the financial sector.

Her innovative strategies have propelled top asset management firms into the spotlight, proving the power of a well-crafted narrative.

Here’s what you should know

• The importance of developing a unique, compelling narrative for clients.

• Building relationships and leveraging thought leadership are key.

• The meticulous focus on training and planning to maximise presence at conferences and in media.

Crafting a distinct narrative 

Prosek highlights that every financial firm needs to "nail the narrative." This involves identifying and articulating what makes a company unique.

Leveraging thought leadership 

Prosek believes in the power of thought leadership through writing, speaking, and media engagement. Prosek's own LinkedIn newsletter, "Leadership in Volatile Times," exemplifies how financial leaders can engage their audience with meaningful content.

Mastering public speaking 

To stand out at crowded conferences, Prosek emphasises the need for effective public speaking. She insists on rigorous preparation, often involving former TV anchors to train executives.

Building and monetising relationships 

Prosek's approach to networking is rooted in the principle of reciprocity. She excels at convening intimate gatherings where meaningful connections can flourish. Her approach to events is to “monetise the mingle” or, in other words, meticulously plan them to maximise ROI.

Listen on: YouTube | Apple Podcasts | Spotify 

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