Media relations form the backbone of a successful PR campaign, so building mutually beneficial relationships with media partners is key in securing coverage and delivering impactful communication with target audiences.

Inspired by an annual report by Cision, an exhaustive consumer and media intelligence and communications platform, this edition of Muse sheds light on the contemporary state of the global media.

Upholding credibility remains the top challenge

Massachusetts Institute of Technology (MIT) Technology Review elaborates on how generative AI is accelerating the spread of disinformation and propaganda. At the same time, the University of Oxford found in its annual report that more than 56% of people are concerned about distinguishing fact from fiction on the Internet. Simultaneously, a study by Muck Rack, a public relations management platform, revealed that one in two journalists found disinformation the most concerning issue.

Maintaining credibility remains a paramount challenge, with 27% surveyed by Cision acknowledging the uphill battle against accusations of fake news. As 58% of the respondents prioritise content accuracy, this underlines the need among the media to cultivate and maintain trust in their news.

The rise of data-driven storytelling

In 2023, over 25% of journalists have leveraged web polls and surveys in reporting, doubling the figure in 2022. Additionally, 43% incorporate data visualisation into their narratives, while up to 68% would like communicators to provide original research, trends, and market data.

Journalists are also adapting to fragmented audiences by taking to social media platforms such as LinkedIn, YouTube, TikTok, and Instagram to monitor news, consumer interests, and competitive media.

Establishing a presence across channels enables well-informed editorial decisions, whereas integrating data enriches the content delivered to diverse audiences.

Press releases remain a cornerstone

Press releases are considered by 35% as a valuable source of content or ideas, followed by industry experts and major wires. Up to 66% reported that being offered data and expert sources facilitated their editorial process. By contrast, more than half are likely to blacklist communicators who provide unverified or unsourced information.

This underlines the importance of well-crafted publicity materials with substantiated statements and relevant expert quotes.

The ever-changing state of the media calls for consistent adaptation from communicators to ensure their collaborative relationships that seek to educate, inform, and engage audiences. Continue reading our next article for tips on maintaining partnerships for growth.