In 2024, Pew Research Center revealed that more than half of U.S. adults now get at least a portion of their news updates from social media, with this percentage continuing to grow year over year. This shift is reshaping the media landscape and has had a profound impact on traditional news outlets. The study also found that the average monthly number of unique visitors to major news outlets, such as The New York Times and The Washington Post, dropped by 20% in Q4 of 2022, a concerning trend for established media brands.
So, what does this mean for public relations?
Shrinking Newsrooms and Shortened Attention Spans
As news outlets face declining readership due to the rise of bite-sized news consumption via social media, they struggle to maintain revenue from traditional sources, such as newspaper circulation. With fewer subscribers, newsrooms are shrinking, and the remaining journalists are overwhelmed with a growing number of stories to cover, often with fewer resources. This has led to fewer opportunities for earned media placements. With paid and sponsored content on the rise, this trend contributes to an overall decline in public trust as readers begin to question the credibility of content that feels promotional.
In addition to these challenges, the average attention span of Americans has dropped to just 40 seconds. As a result, “clickbait” news articles are on the rise, and only about 45% of email pitches are opened by reporters. This further complicates the task of getting media coverage, as reporters and audiences alike are overwhelmed with information in an environment where fleeting attention spans dominate.
What This Means for PR
These changes significantly impact how PR professionals must approach their work. With shrinking newsrooms and increasingly short attention spans, the time for securing organic media coverage is shrinking. When coverage is achieved, it is vital that the story is crafted in a way that captures the audience’s attention quickly and conveys key messages efficiently.
The rise of sensationalism content only adds another layer of complexity. PR professionals must now craft messages that stand out amid the flood of easily digestible, attention-grabbing headlines. The challenge is no longer just about getting a story placed—it’s about ensuring that it resonates in a fast-paced, often superficial media environment.
To break through the noise, pitches need to be highly personalized. The days of sending generic pitches to numerous reporters are over. Instead, PR professionals must focus on highly customized outreach, fostering genuine, human connections with reporters. By understanding each journalist’s unique needs and interests, PR teams can ensure their messages stand out and are more likely to be noticed and shared.
Navigating the Evolving Media Landscape
The evolving media landscape presents both challenges and opportunities for PR professionals. As the trends of media consumption evolve, staying agile and creative is essential. By embracing these changes and remaining ahead of emerging trends, PR teams can continue to build meaningful relationships with both the media and their audiences. This approach will ensure that their clients’ messaging gets the attention it deserves and makes a lasting impact in an increasingly fragmented media world.