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Importance of Traditional Media Today

Traditional media is still important despite changes in media consumption and shrinking newsrooms. While news desks are smaller and publications are closing, traditional media still plays a crucial role for public relations in helping companies tell their stories and grow their brands. Effective pitching now requires PRs to change their approach, as journalists often work across multiple publications and remotely, making the old methods of contacting the news desk outdated. To successfully pitch in the current media landscape, PRs must understand what stories will and won't interest journalists.

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Sayan Ghosh
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39 views1 page

Importance of Traditional Media Today

Traditional media is still important despite changes in media consumption and shrinking newsrooms. While news desks are smaller and publications are closing, traditional media still plays a crucial role for public relations in helping companies tell their stories and grow their brands. Effective pitching now requires PRs to change their approach, as journalists often work across multiple publications and remotely, making the old methods of contacting the news desk outdated. To successfully pitch in the current media landscape, PRs must understand what stories will and won't interest journalists.

Uploaded by

Sayan Ghosh
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

The importance of traditional media within the

evolving media landscape


As newsrooms shrink and the media landscape is ever-changing, we come to question what is the

future of traditional media?

The public relations industry works with companies and organisations to cultivate emotionally

driven stories and amplify client messages throughout the media.

However, the shrinking traditional media pool reflects the change in media consumption.  

Undeniably news desks are shrinking, publications are closing down and journalists are being

made redundant, but this does not necessarily mean traditional media is outdated in the movement

towards a digital age. It also does not change the importance of traditional media in the role of

public relations. 

For PR’s it’s harder to tell their clients’ stories as the desks that they used to pitch to are

disappearing. However, the role of traditional media is still crucial for the success of brand

growth – it just means that PR’s have to change their approach when it comes to pitching to

journalists.

Journalists now tend to work across a range of publications, over both print and online news

outlets. Some work remotely or freelance and are on the move throughout the day. This means the

old method of calling the news desk or the journalist extension is outdated.  

As we enter a new decade, the world of broadcast is bigger and bolder than ever. The change in

the media landscape means journalists have easier access to news that happens in real-time,

sources are easier to get hold of through social media. Therefore, before an agency pitches, they

need to know what will work and what stories won’t work.

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