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Communication with journalists plays a crucial role for companies and PR professionals. In 2024, the dynamics and approaches of how to best connect with journalists are evolving. This article highlights the changes and trends companies should consider in their strategies to effectively communicate with journalists.
With the advancement of digitalization, the way press work is conducted is changing. Companies should increasingly use digital channels to reach journalists. Press releases, background information, and multimedia materials should be easily accessible and available online.
The approach to journalists becomes more personalized. Instead of standardized mass emails, companies are increasingly focusing on personalized outreach. Understanding the individual interests and topics of journalists becomes crucial to ensure relevant and tailored communication.
Artificial Intelligence (AI) and data analysis play an increasingly important role. Companies use these technologies to analyze the behavior of journalists and better understand their preferences. This allows for targeted communication and a higher success rate in placing stories.
Interactive formats are becoming more popular. Instead of traditional press releases, companies are increasingly using interactive content such as videos, podcasts, or virtual events. These formats not only provide information to journalists but also offer the opportunity for direct interaction and engagement with the topic.
Authenticity and transparency remain central. Journalists appreciate companies that communicate openly and transparently. Therefore, companies should honestly report on their news, developments, and challenges to gain and maintain the trust of the media.
Contacting journalists is changing in 2024 due to ongoing digitalization and new communication trends. Companies that consider these changes in their strategies will be more successful in placing their stories and news. Personalized, technology-driven, and authentic communication is increasingly becoming the key to success.