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3 Media Trends the PR Industry Should Embrace

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Last year proved to be a transitional time for the media industry. Developments in technology and changes in the way people consume news pushed newsrooms to rethink their strategies. In turn, public relations professionals have been tasked with making adjustments to the traditional ways of gaining media attention. Here are three media trends that PR pros should be incorporating into their own strategies.

1. Be well-rounded.

With job titles such as Engagement Editor, Content Coach and Audience Analyst crowding out traditional beat assignments, the media industry has redefined newsroom roles to reflect the times. PR pros should follow suit.

Those who can leverage a variety of talents—writing, social media, web design, analytics and more—will fare well when working within the digital news landscape. Instead of sending a press release to kick off a new campaign, for instance, you might create a video that combines the power of brand advocates, YouTube and Twitter. Just remember that new tools and practices are no replacement for quality storytelling.

2. Native advertising is here to stay.

When asked what the biggest challenge of being a journalist in 2014 was, Mara Shapiro, editor of BrazenWoman, responded that her greatest obstacle has been “‘convincing’ PR and brands to pay for placement as opposed to just earned media.”

With more media outlets turning to native ad models, PR pros should include paid placements as a regular part of their media plan. Native advertising benefits media outlets and brands alike: Outlets are able to generate revenue from relevant sponsored posts, and brands are seeing jumps in page views, awareness and engagement.

3. Go mobile or go home.

In 2014, mobile app usage surpassed PC Internet usage for the first time. And in February, the Official Google Webmasters Blog announced Google will be expanding its use of mobile-friendliness as a ranking signal, which will impact search results. Most media outlets have adjusted their digital offerings so that on-the-go consumers can easily access and digest news and entertainment from their phones and tablets.

From a PR pro’s perspective, journalists are those on-the-go consumers, viewing press releases and branded visual content from their mobile devices, just like everyone else. Make sure your copy and multimedia are mobile-friendly or you may not get the time of day.

Want to know more about the latest media trends and how they affect public relations? Get “The State of the Media Report 2015,” featuring data and responses from more than 200 journalists, bloggers and influencers.

About Gina Joseph

Gina Joseph is a features writer for Cision Blog, and is also the digital engagement manager for Cision’s marketing department. She’s a book nerd, Detroit sports enthusiast, lover of cats, lifelong Phil Collins fan, and budding snowboarder. Find her on Twitter @gmg912.

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