6 Ways PR and Media Professionals Can Support Journalists Through Industry Shifts

Sep 25, 2023

PR and media professionals know that the past few years have been filled with seemingly nonstop layoffs across journalism. Layoffs, downsizing, and newsroom shutdowns have affected almost every niche. It doesn’t matter how established a publication is: even major companies and outlets like Hearst, Bloomberg, Bustle, and Insider have undergone massive layoffs.

It’s your job as a PR pro to adapt to these changes and support your media contacts through uncertainty. Here are my six best strategies for showing your media contacts that you’re in their corner no matter what happens in journalism!

What’s Going on in Those Newsrooms?

Newsrooms are always hectic places. Now, they’re filled with writers who are even more scared, stressed out, and on edge than ever.

Widespread layoffs across niches have led to overworked journalists. Plus, worries about their job security may have them sweating about the future.

Stress combined with understaffing means delays, delays, and more delays. The editing process is slower than normal, leaving freelancer pieces hanging while waiting for publication and for in-house press coverage to go live. Top it all off with the threat of AI, with newsrooms increasingly leaning on technology to make quick work of edits and shorter pieces, and journalism is looking rockier than ever.

All of this means freelancing isn’t necessarily the go-to path for laid-off journalists anymore. Freelancing rates keep dropping, but more and more writers are entering the freelancing market. Since this trend isn’t sustainable long-term, some of your media contacts may transition into non-writing careers — and that means losing some of your most trusted PR contacts.

How to Support Your Media Contacts as the PR and Media Industries Shift

Now more than ever is the time to focus on your relationships with your media contacts. Don’t wait — use these industry shifts to build and keep meaningful relationships with editors and journalists in your network. Here are six ways to show up for your contacts as a PR and media professional.

Lead with Empathy

Journalists and editors are going through a lot right now. The best thing you can do is lead with empathy every time you connect. Reinforce your partnership by showing them true support amidst the chaos. As a PR leader in your niche, you can make a difference by taking charge with kindness, respect, and understanding.

For example, be patient when your contacts take a while to respond to your pitches or follow-up emails. They’re already likely on edge from balancing their deadlines and playing catchup — the last thing they need is another 3 follow-up emails in their inbox!

Also, if layoffs directly affect your contacts, reach out via email or social media to offer your support. Don’t be afraid to ask what you can do to help.

Be a True Resource for Your Contacts

Whether your contact lost their position or is doubling their workload, you can be a supportive, sincere resource for them. Offer yourself up as a credible and responsible expert in your niche and follow through! The more you help your media contacts, the more they’ll see you as a true collaborative partner they can lean on during hard times.

Here are three ways you can collaborate with contacts to nurture a sincere and supportive relationship:

If you know of any freelancing opportunities — or open positions that would be a good fit for a contact — send them their way!
In-house experts are majorly valuable to the media, so inform your media contacts about all the experts you’re connected to. If a contact reaches out for an expert interview, include the expert’s bio, credentials, and interview availability.
When a contact asks for assistance, whether they need some additional stats or require an extra expert for a story, respond promptly with accurate info. With backed-up newsrooms, timely communication means better adherence to deadlines and less stress for maxed-out journalists.

Focus on Maintaining Media Relationships Outside the Newsroom

Your relationship with a media contact doesn’t end when they leave their publication. Stronger relationships lead to better, more impactful press coverage — especially when it comes to journalists navigating turbulent times.

As a PR and media specialist, the goal is to build relationships that remain strong despite industry shifts and job changes.

Stay in touch with your media contacts as they transition from job to job, even if they’re changing careers entirely. Don’t just get in touch when you have a story idea and need press coverage. Catch up with them over coffee if they’re available locally (or go for a virtual check-in!).

Put in the effort and show that you’re genuinely invested in sustaining a meaningful professional relationship in the newsroom and beyond.

PR and Media Pros Should Make Life a Little Easier for Journalists

You already know how to make your pitches targeted, relevant, and totally personalized to the journalist, publication, and beat you’re pitching. No one wants to waste valuable time reading pitches that aren’t worth a story. Irrelevant pitches just take up space in your contacts’ inboxes and sour your media relationships.

Instead, reduce friction by providing as much information as possible when submitting a pitch, such as including multimedia, hard data, and additional documents. Also, account for tighter deadlines and newsroom delays by reaching out as far ahead of product launches as possible.

Be Flexible with Your Pitches

When you’re suddenly left with a pitch in limbo, it’s your job to adapt. After all, layoffs don’t care if your contact was in the middle of writing a major piece or just received the perfect pitch.

Here’s what to do if a layoff leaves your pitch hanging:

Offer your contact support before asking if they will get your piece published — remember, your media relationship is more important than your pitch! The same goes for an interview in progress.
If a new journalist takes over your contact’s workload post-layoff, introduce yourself and explain what’s happening. You may need to resend your original pitch or reschedule an interview with the new contact.

If your pitch wasn’t an exclusive and the original publication is dropping it entirely, be flexible and shift gears. Start by getting in touch with the original contact first. See if they can cover it as a freelancer or in their new gig.

But if your original contact can’t continue the project, you’ll need to find a new contact at a different publication. Just remember to rework the pitch and tailor it to your new contact, outlet, and beat first!

Keep Up with Your Contacts on Socials

As your media contacts move publications or pave their own way in the industry, meet them where they are. Remember that journalists may not have time to notify all their contacts about a layoff. They may announce the news on their socials instead, which is another reason to keep up with your contacts online!

Note that many journalists and editors are switching from Twitter (or, erm, X?) to LinkedIn and/or Instagram Threads to connect with their PR partners and readers.

Substack is another crucial place to connect with journalists going forward! Many freelancers will likely turn to Substack to keep up their readership (and income) between assignments. Don’t overlook this platform for maintaining your contacts. We share a list of the Substacks we recommend following in The Pitch Lab!

There’s no denying — it’s been a tough few years for journalists. But, by showing up for your contacts in uncertain times, you can fortify your connections and prove yourself as a supportive, empathetic, and invested media ally. As a PR and media professional, it’s your job to be a true partner to your media contacts and support them as you all adapt to these changes!