How PR can step up as traditional newsrooms shrink

With shrinking newsrooms, PR must evolve – become publishers, deliver ready-to-use content, and tap into new media channels to stay relevant.

The bloodbath continues. Traditional news media continues to cull journalists and titles. Trade title Press Gazette keeps a running tally for UK and US outlets which says 900 jobs have been cut in January alone.

Among the latest changes, the Daily Mail is axing dozens as it continues to merge its print and online operations.

With mainstream newspapers shedding journalists and prioritising global and celebrity-focused content, what can PR and communications teams do in response?

Here’s how PR can evolve in this changing environment:

1. Become news outlets themselves

PR teams can no longer rely on traditional media to tell their stories. Instead, they must think and act like publishers:

Ensure corporate websites feature professional, well-maintained news sections.
Publish engaging, varied content, including industry insights, opinion pieces, and customer success stories.
Make sure websites are sufficiently engaging and diverting places to be worth a bookmark.
Use high-quality images, infographics, and video to enhance storytelling.
Invest in SEO to ensure content reaches the right audience organically.

2. Deliver ready-to-go packages

With fewer journalists available to process press releases, PR teams must make it effortless for stories to be published:

Provide press releases that are clear, concise, and ready to use with minimal edits.
Include high-resolution, well-captioned images and infographics.
Offer additional assets like short-form videos and social media snippets to increase shareability.
Anticipate follow-up questions and include key data points, expert quotes, and case studies upfront.

3. Tap into alternative markets

The media ecosystem now extends far beyond traditional newspapers. PR professionals must diversify their outreach:

Pitch stories to podcasters and media “pop-ups” which cover niche industry topics.
Engage with influencers who have loyal and engaged audiences.
Build relationships with independent journalists and niche writers on platforms like Substack.
Utilise LinkedIn and Medium for thought leadership pieces that reach professional audiences directly.

4. Leverage AI and automation for smarter outreach

AI-driven tools can help PR teams identify trends, craft more compelling pitches, and reach the right journalists:

Use AI-generated insights to tailor pitches to journalists’ current interests.
Automate media monitoring to track emerging conversations and insert company perspectives quickly.
Personalise outreach at scale, ensuring messages remain relevant and engaging.

Adopt a publisher’s mindset

5. Invest in owned media channels

Rather than relying solely on earned media, organisations should build their own distribution channels:

Develop a robust email newsletter with original content, industry analysis, and behind-the-scenes insights.
Launch a branded podcast featuring industry leaders, customer stories, and expert discussions.
Utilise YouTube and TikTok for short-form and long-form video content that highlights company news in an engaging way.

6. Strengthen direct engagement with audiences

With fewer traditional media gatekeepers, PR professionals should foster direct relationships with their audiences:

Engage actively on social media by sharing insights, responding to comments, and participating in discussions.
Host live Q&A sessions and webinars to provide firsthand access to company leadership.
Build online communities (via LinkedIn groups, Discord, or Reddit) where industry professionals and customers can connect.

7. Align pitches with what the media wants

Make sure what you are pitching to the media is what the media wants to pitch to its readers and viewers. Ensure your stories have novelty, relevance, and a compelling narrative. Remember, media outlets are in a ratings game – give them the ammunition they need. Don’t assume your corporate messaging is interesting enough on its own. Be empathetic in your approach and consider the media’s needs – they are in a fight for survival. They are partners: help, don’t hinder.

Time to shift the paradigm

The decline of traditional newsrooms presents both a challenge and an opportunity for PR and communications teams. By embracing a proactive, content-driven approach, PR professionals can shape narratives, reach wider audiences, and establish their organisations as credible sources of information.

The key is to think beyond the press release and create a broad content-generating eco-system to produce stories that are engaging, accessible, and aligned with the evolving ways people consume news today.