PHILADELPHIA, PA — A nationwide survey conducted by the Public Relations Global Network (PRGN) and Buchanan Public Relations has revealed that securing earned media placements has become significantly more challenging in recent years. The findings were published in the State of Earned Media 2023 report, which provides an in-depth analysis of the current state of earned media in the U.S. and offers strategic recommendations for brands looking to share their stories.
The comprehensive survey was administered to 78 communications professionals across 18 public relations firms belonging to PRGN. The results indicated a unanimous consensus among respondents on the increased difficulty in generating earned media. As one respondent noted, it now requires considerable time and effort to create highly newsworthy stories that can secure media placements, as even moderately interesting news stories have become increasingly difficult to place.
“Generating news coverage for our clients has required significantly more creativity, manpower, and resources than it did just a few years ago,” said Anne A. Buchanan, APR, President of Buchanan Public Relations and a founding member of PRGN. “This is a serious challenge being felt among public relations professionals across the country.”
The survey also revealed that national and top-tier media outlets are the most challenging platforms on which to secure earned media. Shrinking newsrooms and limited bandwidths among reporters were cited as possible factors contributing to this difficulty.
Furthermore, respondents identified rapidly advancing technology, the post-COVID environment, and declining revenue in journalism as some of the key reasons for the perceived decrease in opportunities for public relations professionals to secure earned media.
The report underscores the importance for brands to understand these shifts in the media landscape and to adapt their communications tactics and expectations accordingly.
The State of Earned Media 2023 survey was conducted in September 2023 with the aim of understanding the ease or difficulty of obtaining earned media in recent years and the factors contributing to the current situation. It was completed by 78 PR professionals actively engaged in media relations, providing a comprehensive overview of the industry’s current state. Download the full report here.
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