In an era marked by rapid technological shifts and an overwhelming influx of information, small business owners have a golden opportunity to refine their media relations strategies. Cision’s recently released 2024 State of the Media Report highlights the evolving landscape of journalism, revealing crucial insights for businesses looking to leverage public relations for growth.
The 15th edition of this comprehensive report, derived from a survey covering over 3,000 media professionals globally, paints a vivid picture of the current media environment. It underscores the importance of partnerships between public relations (PR) professionals and journalists, critical amid today’s challenges, including the battle against misinformation and the need for credibility.
Carrie Parker, Cision’s Chief Marketing Officer, emphasized the changing dynamics: "The report reveals how comms professionals can be the trusted partners that journalists need in today’s changing landscape." For small business owners, understanding these trends can mean the difference between being overlooked and establishing a solid media presence.
Key findings from the report spotlights the specific needs and preferences of media professionals. Notably, a significant 72% of journalists cited press releases as their preferred content from PR professionals. This finding presents a straightforward but powerful takeaway: Small businesses should prioritize producing clear, well-researched press releases tailored to their target audiences.
Moreover, the report indicated that the primary challenge for 42% of journalists in 2024 is maintaining their credibility as trusted sources. This statistic underscores the growing need for businesses to ensure the quality and authenticity of their stories. By acting as a reliable source of information, small businesses can foster trust and enhance their relationships with the media.
Interestingly, while the discussion around artificial intelligence (AI) continues to gain traction, fewer than half of the journalists surveyed reported using AI regularly. This statistic may be reassuring for small businesses seeking to maintain a personal touch in their communications. Instead of relying solely on technology, businesses should focus on creating authentic narratives that resonate with both journalists and their audiences.
Multimedia assets are currently more important than ever, with 87% of journalists utilizing images, data visualizations, and videos provided with pitches and stories. Small business owners can enhance their PR efforts by investing in high-quality multimedia content. This approach not only makes stories more appealing but also increases the chances of gaining media coverage in a crowded field.
As for social media, Facebook is making a comeback, identified by journalists as one of the top three platforms for increased activity. Small business owners should consider strengthening their presence on Facebook to foster engagement and share newsworthy updates, thus aligning their efforts with journalists actively seeking content on this platform.
The report, which Cision has developed over the last 15 years, provides valuable insights into how public relations and media relations can evolve together. “Every year, we gain deeper insights into how PR leaders can build even stronger media partnerships,” noted Parker, highlighting the continuous need for adaptation in the PR landscape.
Though the opportunities are abundant, small business owners should be aware of potential challenges. The ongoing battle against misinformation might mean that journalists are more discerning than ever. This makes it essential for businesses to present carefully vetted information. Additionally, with the demand for multimedia content increasing, smaller enterprises may need to weigh the costs of producing high-quality visuals and videos against their budget constraints.
In light of these findings, it is apparent that small business owners can significantly impact their public image and media relationships by adopting more informed PR strategies. Utilizing well-crafted press releases, prioritizing credibility, investing in multimedia, and adapting to changing digital landscapes are crucial steps for businesses to engage effectively with journalists.
For small business owners keen on diving deeper into these insights, the full 2024 State of the Media Report can be accessed here. Additionally, a webinar is scheduled for June 13, where experts will break down the findings and their implications for PR and communications professionals.
By staying ahead of the trends outlined in the report, small businesses can not only navigate the complexities of media relations but also emerge as trusted sources of information within their industries.
Image Via Envato: LightFieldStudios
