Understanding and Working with the News Media: Part One

The changing media landscape

The media landscape has changed dramatically in the last several years. At one time it used to be full newsrooms with reporters, producers, photographers, copy writers, editors, news directors and full print or production crews. In the last decade, and even more so during the pandemic, newsrooms have shrunk. Reporters are writing their own copy, often for multiple newscasts and channels including websites and social media, producing their own stories, and sometimes shooting those stories all in a day. Radio and print news media are no different. And with the emergence of bloggers, independent journalists and alternative media sources, the media landscape has become more cluttered and competitive.

Under Attack

Journalists have also been forced to defend their craft as ‘fake news’ allegations swirl and there is no shortage of videos online showing reporters being attacked, harassed, insulted and even threatened. Several media outlets have even removed station logos from vehicles and clothing in order to protect staff members.

Deadline driven

As media work to defend and protect their livelihoods, they are under increasing pressure to deliver engaging, headline-grabbing stories under increasingly tight deadlines. Often in just hours, sometimes minutes, they must gather information, confirm details and sources, publish or deliver a news story for thousands to read or view. With multiple newscasts, websites, social media channels and partner stations to deliver to, the news day can be long and exhausting.

Short on resources

As deadlines loom, and budgets shrink, newsrooms are no longer flush with personnel. In fact many stations do not even have a newsroom to call home. Instead the reporter/producer/photographer/editor and jack of all trades media member often calls their vehicle home and can spend all day never seeing another media colleague. Through the pandemic, gathering content has become even more challenging and isolating with the need to gather interviews and information by phone, zoom and email.

Know what the news media are looking for

Considering the increasing pressure today’s news media are under, it is even more important that community members and organizations work to build relationships with local media and know what the media is looking for.

For your pitch, think

Current and time-sensitive; engaging content that includes visuals; spokespeople, especially real people and not just officials; a headline that will resonate and stick with people.

The more you understand the media and provide them with a pitch that includes most of the elements they are looking for, the more likely your pitch will make it on the news.