If your media relations approach hasn't evolved in the past two years, you're probably wasting effort. The media landscape has changed significantly—and the PR strategies that worked in 2022 don't necessarily work today.
What's Changed
Smaller Newsrooms, Higher Standards
Most publications have reduced editorial staff. Journalists cover more beats with less time. This means:
- Generic press releases get ignored
- Pitches must be hyper-relevant and well-timed
- Relationships matter more than volume
The Rise of Niche Authority
Tier-1 coverage still matters, but niche publications and specialized media have become increasingly influential. An article in the right industry publication can drive more business impact than a mention in a general-interest outlet.
AI-Generated Content Fatigue
Editors are drowning in AI-generated pitches and contributed articles. The bar for quality has risen sharply. Authentic expertise and original insights cut through in a way that generic content cannot.
What Still Works
1. Genuine Expert Positioning
Journalists need expert sources. If you've done the work to position yourself as a genuine authority on a specific topic, media opportunities follow naturally.
2. News Hook Discipline
The best PR teams don't pitch in a vacuum—they tie their stories to relevant news cycles, trends, and data. Timing and relevance beat creativity every time.
3. Relationship Investment
There's no shortcut to trusted media relationships. Regular, helpful contact with journalists—not just when you need coverage—builds the foundation for consistent placements.
4. Press Office Rigor
The companies that get consistent media coverage operate a disciplined press office: regular pitching cadence, rapid response capability, and editorial-quality materials ready to go.
The Takeaway
Media relations in 2025 rewards quality over quantity, specificity over generality, and consistency over one-off campaigns.