3 emerging trends in media relations for 2024

In the past five—scratch that, two—years, media relations practices have changed drastically. Once-reliable tactics, now outdated, are in dire need of reevaluation to ensure they remain relevant in today’s evolving landscape. For media relations practitioners, staying ahead of the curve is not just an advantage, but a requirement when it comes to keeping your clients happy and future clients interested.

As newsrooms continue to shrink and technology evolves faster than you can say “dystopian”, the strategies for engaging with reporters are adapting just as quickly. No need to spiral into existential dread just yet. We’re peering into our crystal ball to unveil a few trends that are shaping the world of media relations this year.

Time to make nice with AI

Artificial intelligence is revolutionizing every aspect of the media landscape, including media relations. AI-powered tools and platforms enable practitioners to analyze media trends, identify relevant journalists/influencers and predict audience behavior with accuracy.

It’s also helping us get better at time management. AI writing tools like Writesonic, ChatGPT and QuillBot can help draft initial versions of subject lines, story angles and press releases. While these tools are helpful, it’s important to exercise caution in relying on them exclusively, at the expense of your originality, expertise, and ultimately, your human touch. Journalists can discern if your pitch came from a robot, which can hinder relationship-building efforts.

Data junkies unite

In today’s data-driven world, insights are king. Media relations professionals increasingly are relying on data analytics and metrics to measure the impact of outreach efforts, track media coverage and identify areas for improvement. By leveraging data-driven insights, practitioners can refine their strategies, optimize their campaigns and demonstrate tangible results to stakeholders.

As media relations professionals, we rely on a variety of data sources and analytics tools to measure the impact of our outreach efforts and track media coverage. These may include website analytics and media monitoring services. By collecting and analyzing data from these sources, we gain valuable insights into audience behavior, media consumption patterns and the effectiveness of our communications strategies.

The era of the influencer

Influencer marketing has transformed the way brands connect with their audiences, and media relations is no exception. While most influencer collaborations are paid, there are still earned media opportunities within this space. By building relationships with influencers, you may be able to tap their networks and brand to reach new audiences through earned tactics. Investing in influencer search tools like Klear, Aspire and Upfluence, can help your team stick with the trends and get smarter about finding the right influencers at the right time.

As the media landscape continues to evolve, so must the strategies of media relations professionals. By embracing the latest trends and innovations, we can stay ahead of the curve, forge meaningful connections with journalists and influencers and amplify our client’s stories.