With fewer reporters covering more beats, being thoughtful and relevant in your PR approach is critical to combat the shrinking newsroom.
The days of sending out a press release and expecting coverage have passed. Don’t call a reporter to pitch a story. Following and understanding what is important to a particular journalist or blogger make your communication more valuable.
A successful interaction should incorporate several basic principles. Like, share and react to their stories to show that you’re invested in their work. Becoming an advocate and a solution to their day is key. Have resources available to support your efforts.