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Visibility, Credibility, and Growth.

From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.

The Media Landscape is Changing. What Does it Mean for PR?

What do niche news channels, TikTok journos and a shrinking newspaper industry have in common? Each is helping to rewrite media consumption rules faster than ever.

Staying relevant in today’s whirlwind media landscape requires more than keeping up—it demands a strategy shift. The interplay of audience preferences and emerging platforms presents communicators with an exciting opportunity to reshape PR strategies and tactics.

Navigating this transformation means understanding four key trends driving change in the media world.

1: Niche News Channels

Audiences are moving from mass-market outlets to niche publications and channels. According to a Pew Research study, nearly one-third of political news consumers now identify their primary source as a smaller, lesser-known outlet—or none at all.

This trend underscores a broader move toward hyper-focused, personalized media consumption, reflecting people’s desire for content that aligns with their interests and needs. This is partly driven by the digital age, where algorithms and search tools make it easier than ever to discover highly tailored content.

As trust in traditional mass-market outlets wanes, many people turn to smaller, more-focused platforms that feel authentic and aligned with their priorities.

2: TV Domination

Respondents to the Pew Research study who chose a political news source indicated that television was their go-to medium. Of the top 10 named news sources, seven were TV stations, five of which topped the list. In other words, roughly one-third of Americans’ primary source for political news is a TV station.

The most popular news sites for political news are:

  • Fox News (13%)
  • CNN (10%)
  • Local TV (6%)
  • ABC News (5%)
  • NBC News (3%)
  • NPR (3%)
  • MSNBC (3%)
  • The New York Times (3%)
  • CBS News (3%)
  • X/Twitter (2%)

3: Dwindling Newspapers

The 2024 State of Local News Report from Northwestern University examined how newspapers, public broadcasters, network websites and standalone websites have dwindled over the past year.

According to the report:

  • Since 2005, one-third of all newspapers have closed. In the last year alone, 127 shuttered. There are now 5,600 newspapers nationwide, but only 1,120 are published daily.
  • Five hundred of the largest newspapers lost a total of 2 million subscribers in the past year—not counting the Washington Post’s recent subscriber exodus.
  • The decline in subscribers spurred an overall reduction of newsroom staff, which shrunk by 2,000 roles in the last year. Overall, fewer than 100,000 workers are employed in newspaper publishing nationwide.
  • Thirty newspapers stopped print circulation and were reclassified as “digital-only” sites.
  • Of the 52 new news sources that opened in 2023, 90% are digital-only.

The report also examined the homepages of 500 newspaper sites owned by the five largest holders. It found that one-third of the content came from another source, such as a newswire or a paper in a nearby area, which demonstrates that original reporting has shrunk alongside newspapers.

4: The Rise of Journo-fluencers

In 2022, a Google executive indicated that nearly 40% of Gen Z prefer to make web searches via Instagram or TikTok instead of Google. Social media’s transformation into a research tool has prompted the rise of the “journo-fluencer”—a new breed of content creators who blend traditional journalism with the influencer model.

These individuals break news, provide analysis and share updates on complex topics, often in bite-sized, accessible formats optimized for social media consumption. Their ability to directly connect with audiences in a relatable and interactive way has made them trusted sources of information that rival mainstream outlets.

What Does it All Mean for PR?

The shifting media landscape presents both challenges and opportunities for public relations professionals. As audiences gravitate toward niche news channels, PR pros must finely target their strategies. Instead of casting a wide net to mass-market outlets, they must identify and engage with specialized publications and platforms that align closely with the audience’s interests. Building relationships with these outlets requires tailored messaging and a deep understanding of the niche topics they cover. This approach improves the chances of coverage and ensures that targeted audiences are highly engaged and more likely to take action.

Television’s continued dominance of political news reinforces the importance of visual storytelling and broadcast media in PR campaigns. With stations like Fox News, CNN and local affiliates topping the list of trusted sources, PR pros should prioritize developing concise, compelling pitches that resonate with TV audiences. They should be prepared with visuals, soundbites and spokespeople who can articulate the story effectively in a broadcast format.

Meanwhile, the decline of traditional newspapers signals a need for adaptability. With fewer print outlets and shrinking newsroom staff, PR teams must navigate an increasingly digital news environment. Collaborating with digital-only platforms and embracing multimedia content like videos and infographics can help fill the void left by dwindling print publications.

Additionally, as journo-fluencers gain prominence, PR pros must think beyond traditional media outreach and engage these social media-savvy creators. By understanding their unique formats and fostering authentic collaborations, PR teams can share their clients’ stories where Gen Z and younger audiences are most active.

Our evolving media ecosystem calls for agility and precision. PR professionals who adapt to these trends and embrace innovative approaches will be well-positioned to drive meaningful impact.

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Develop Reactive Messaging Before a Crisis Hits

In PR, reactive messaging is no longer an option—it’s a necessity. This strategy encompasses the development of a response to inbound media inquiries or other requests for comments following a major event.

As the name suggests, most organizations develop this response reactively. But the best reactive messaging isn’t created in the moment. It’s prepared in advance.

Let’s break down why this proactive approach to reactive messaging matters and how you can make it work for your organization.

The Case for Preparation

Reactive messaging is your safety net. It ensures you respond quickly, clearly and confidently when something goes awry. Public perception can change in minutes. Communication delays can escalate issues, spark misinformation and erode trust.

Though proactively developing reactive messaging may seem redundant, it’s anything but. Crafting messaging ahead of time means you’re not scrambling under pressure. By having a plan in place, you’re not just reacting; you’re leading the conversation.

This is also true for internal communications. Employee satisfaction and trust keep operations running smoothly. Communicating proactively with employees ensures that your best brand ambassadors will remain on your side.

Anticipating Scenarios: Hope for the Best, Plan for the Worst

No one wants to dwell on worst-case scenarios, but thinking critically about potential risks is essential. Start by assessing your organization’s vulnerabilities. Are there operational challenges that could spark customer complaints? Industry trends that might draw scrutiny? Internal announcements or organizational changes that could have broader ripple effects?

Once you’ve identified potential scenarios, stay vigilant. Media monitoring, whether through news alerts or industry publications, can help you spot issues before they blow up. The sooner you see a potential problem, the better prepared you’ll be to address it.

Messaging Tiers: One Size Doesn’t Fit All

Not every situation calls for the same kind of response. That’s where messaging tiers come in, ensuring you’re ready to respond quickly without overreacting to or underplaying the situation.

Some situations might only require a short reactive statement, especially when you don’t foresee extensive inbound inquiries. In these cases, it’s best to be as straightforward as possible—no need to give any unnecessary detail that might draw further scrutiny.

For more significant issues, developing a more robust messaging plan becomes necessary. Plans should include a summary of the situation, a timeline of anticipated events and subsequent communications, specific audiences for these communications, a reactive statement and key messages. Feel free to add or remove elements as you develop your plan—you’ll figure out what does and doesn’t work as you think through your communications strategy.

It may seem redundant to develop both a reactive statement and key messages—ideally, you’ll only need to use the reactive statement. But key messages serve as a helpful fallback for further inquiries and can help guide spokespeople if they’re put on the spot.

As you develop your messaging plan, make sure stakeholders know which elements are for internal use only and which you plan to share with external sources.

Agility: The Secret Sauce

Even with prepared messaging, flexibility is key. A situation’s details always vary, and your responses need to reflect that. Think of your pre-drafted messaging as a framework, not a script. Leaving placeholders for unknown elements, especially key dates, helps you think through potential outcomes.

To maintain agility, establish a streamlined response process. Identify who needs to weigh in on messaging—whether it’s leadership or legal—and ensure they’re aligned on your communications strategy before a crisis hits. This preparation allows you to pivot quickly without getting bogged down in approvals or conflicting opinions.

Keep It Current

A reactive messaging plan isn’t a one-and-done deal. Today’s risks might look very different six months from now. Regularly review and update your messaging to ensure it stays relevant.

Don’t wait for a crisis to test your plan. Use crisis communications drills and hypothetical scenarios to evaluate how well your messaging holds up.

After any real-life incident, make sure you take the time to debrief. What worked? What didn’t? Use those lessons to refine your approach.

Proactively developing reactive messaging ensures you’re actively managing situations with clarity and confidence. So, take time to plan. Anticipate risks. Build a messaging framework. And keep it fresh. When the unexpected happens, you’ll be ready to face it head-on.

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Campaign Trail PR Lessons: What Brands Can Learn About Storytelling

The recent presidential election provided a masterclass in storytelling. Campaigns worked tirelessly to craft narratives that resonated with their diverse audiences, inspiring trust and galvanizing support. While politics and public relations operate in different spheres, brands seeking to elevate their PR efforts can learn from political campaigns’ storytelling strategies.

Here are seven key lessons from the campaign trail:

  1. Lead with a Central, Compelling Narrative

Every campaign puts forth a core message that defines its candidate’s vision and values. For example, Joe Biden’s 2020 campaign leaned heavily on themes of unity and restoring the “soul of the nation.” This message helped frame his policies and speeches within a larger emotional appeal that connected with voters.

Brands can apply this approach by identifying a singular, overarching message that guides their communications. A clear, cohesive narrative ensures that every press release, interview and public statement reinforces what the organization stands for.

  1. Make It Personal

Political candidates often tell deeply personal stories to connect with their audience. For example, George W. Bush famously spoke about his faith and his journey to sobriety, helping him connect with values-driven voters.

Storytelling is most effective when it feels authentic and relatable. For PR professionals, this could mean sharing stories about the people behind your brand, the communities you serve or the real-world impact of your work. The more you can humanize your message, the easier it will be to build trust with your audience.

  1. Understand Your Audience(s)

Political campaigns devote significant resources to understanding the needs and values of their target audiences. For example, during the recent election, candidates adjusted their outreach strategies to appeal to suburban voters, younger generations, and rural communities—tailoring their messaging and communication channels to each group.

In PR, this means researching what matters most to your stakeholders, then tailoring your storytelling accordingly. By understanding your audience’s concerns, aspirations and preferred communication methods, you can craft messages that truly resonate.

  1. Appeal to Emotion

Campaigns rely on emotional storytelling to inspire action. For example, Kamala Harris’ 2020 campaign used powerful emotional appeals to highlight the stakes of issues like racial injustice, economic inequality and healthcare. Harris spoke passionately about the need for change and justice, framing these issues in a way that resonated deeply with voters who were feeling the weight of systemic inequities.

In PR, weaving emotion into your storytelling can create lasting connections with your audience. Highlighting the human impact of your work—through testimonials, real-life examples or powerful anecdotes—helps transform abstract ideas into relatable, memorable stories.

  1. Be Ready to Pivot

The election season often brings unexpected twists, from viral moments during debates to unforeseen crises. Campaigns succeed when they adapt quickly while staying true to their core message. For example, when Donald Trump faced criticism over his public demeanor, his team reframed his bluntness as “telling it like it is,” which resonated with a significant portion of voters.

Brands, too, need to be agile. Whether responding to unexpected industry developments or addressing public feedback, the ability to pivot while maintaining consistency in messaging is critical to sustaining trust and credibility.

  1. Keep It Conversational

Politicians understand the power of conversational language to make their ideas accessible. From Bill Clinton’s folksy style to Barack Obama’s ability to inspire with plain, hopeful language, successful candidates speak to their audiences, not at them.

In PR, adopting a conversational tone can help simplify complex topics and make your message more engaging. Whether in interviews, press releases or social media posts, avoid jargon and prioritize clear, relatable language.

  1. Reinforce Your Message Across Channels

Campaigns use every tool at their disposal to repeat and reinforce their message—speeches, social media, TV ads, and more—all carrying consistent themes. This creates a unified narrative that sticks with voters.

For PR professionals, this underscores the importance of integrating storytelling across multiple platforms. Whether it’s through earned media coverage, thought leadership pieces or internal communications, ensure your message is consistent and aligned with your broader goals.

Bringing It All Together

The election is over, but its lessons in storytelling remain relevant. Political campaigns thrive on their ability to connect, inspire and persuade through authentic, personal, and audience-focused narratives.

By leading with emotion, making your messaging personal and tailoring stories to specific audiences, brands can build stronger connections and amplify their PR impact. Just as voters respond to a candidate they believe understands them, audiences respond to brands that communicate with authenticity and purpose.

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A Guide to End-of-Year PR Reporting

As we wrap up 2024, PR professionals are diving into end-of-year reporting to assess their work. Evaluating the success of PR campaigns is essential for shaping future strategies, setting realistic goals and demonstrating PR’s value to key stakeholders.

In the words of management expert Peter Drucker, “What gets measured, gets managed.” The right metrics give us insight into the effectiveness of our campaigns and help us make data-driven decisions.
Identifying useful metrics means knowing what to measure, how to measure it, and when to measure it. 

Below are metrics every PR professional should use to assess performance, communicate value and plan for the year ahead.

Media Coverage Analysis

Media coverage is one of the most straightforward indicators of PR impact. Understanding its value, though, requires more than counting mentions. Here’s how to assess it:

  • Volume of Coverage. Start with the basics: Count total media mentions, articles and placements. Compare your coverage month-over-month or quarter-by-quarter to identify growth trends. Did you increase visibility throughout the year?
  • Quality of Coverage. Beyond volume, consider the quality of coverage. Was your client or brand quoted directly? Was the coverage positive, neutral or negative? What was the average Domain Authority of the outlets you secured coverage in? This analysis helps assess brand sentiment, credibility and engagement with key messages. As Simon Sinek puts it, “Value is not determined by those who set the price. Value is determined by those who choose to pay it.” Quality placements often hold far more value than quantity.
  • Top Publications & Media Outlets. Identify the most influential publications that covered your brand or clients. Look for outlets that align with your target audience and generate high engagement metrics. Knowing where your audience is engaging with your story helps refine future media strategies.

Message Pull-Through

An important question to ask: Did your key messages cut through the noise?

  • Core Message Alignment. Track how often core messages were included in the coverage. Analyzing message pull-through lets you assess whether the coverage aligns with your communication objectives. Did the media grasp the story as you intended?
  • Share of Voice. Calculate your brand’s share of voice to measure its presence relative to competitors. Tracking this over time reveals your brand’s position within the industry. Has the company’s brand awareness improved compared to industry peers?

Audience Engagement Metrics

Media coverage is one piece of the puzzle; audience engagement completes the picture. By tracking engagement, you can better understand where PR is paying off.

  • Website Referral Traffic. Measure the traffic the client’s website received from PR-driven sources. When applicable, analyze bounce rates, time on site and engagement metrics to gauge the quality of this traffic. If traffic spikes after a press release or article, that shows strong audience interest.
  • Social Media Impact. PR extends into social media, so track engagement (shares, likes and comments) on relevant posts. Social media also serves as a real-time measure of public sentiment and reach. Was the conversation surrounding your brand positive?

Thought Leadership Metrics

Positioning executives as thought leaders adds significant value to PR efforts. These metrics showcase PR’s impact in shaping a brand’s industry authority.

  • Interviews and Speaking Engagements. Track the number of interviews, speaking opportunities and media placements for executives. Spotlight key industry events or media where leadership was featured, as these are valuable credibility-builders.
  • Op-eds and Contributed Content. Count op-eds and articles published by or about executives. Engagement metrics like readership, social shares and backlinks provide insight into the reach and impact of thought leadership pieces.

Analyzing Top-Performing Campaigns

Understanding the pitches and announcements that resonated the most can help refine and target future PR strategies.

  • Identify Successful Themes. Review which pitch types, product launches, executive insights, industry trends, etc., generated the most media interest and response. This reveals what stories resonate best with your audience.
  • Review Journalist Feedback. Note pitches that garnered strong feedback or responses from journalists. This feedback helps better tailor future angles with media interests.

Analyzing top-performing pitches helps refine your PR playbook, ensuring future strategies focus on themes and tactics with the highest impact.

End-of-year PR reporting is more than just a formality; it’s an opportunity to showcase the results of your hard work and create a stronger strategy for the coming year. The right metrics will help you confidently illustrate PR’s role in shaping brand perception, driving engagement and delivering tangible value. By measuring your PR successes and challenges, you’re well-positioned to build on them.

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How to Build Connection in Remote Teams: Insights from Harvard Business Review

A recent Gallup “State of the Global Workplace” report highlights that about 20% of employees worldwide experience loneliness daily. That number rises to 25% among fully remote workers.

Experts say this is troubling because it impacts an individual’s well-being. Lonely employees also tend to be less engaged and productive.

Fortunately, Constance Noonan Hadley from Boston University’s Questrom School of Business and Sarah Wright from the University of Canterbury Business School have studied loneliness in modern workplaces for decades and offer practical steps for organizations to counteract it. Their findings were published in the November-December issue of Harvard Business Review.

Notably, Hadley and Wright found that in-person meetings don’t fix a company’s loneliness problem. This is good news for remote-first organizations like ours.

The authors suggest that the key to fighting workplace loneliness is to foster connections and a sense of belonging in other ways. Some of the top things on their list include:

  1. Consider your company or team’s social landscape. Hadley and Wright suggest measuring loneliness through their survey, the Work Loneliness Scale. However, this might not always be feasible for employers, especially in small businesses like ours, where protecting employee privacy can be challenging. Fortunately, even if collecting data isn’t possible, you can still assess opportunities for connection and develop a plan to improve them.
  2. Create downtime for fostering connections. Building relationships takes time, so managers should consider when and how this will happen. The authors point out that understaffed organizations often struggle to help employees build in time to foster relationships.
  3. Consider your culture. Many believe that a positive workplace culture directly correlates with employee satisfaction, engagement and loyalty. But culture also acts as an antidote to loneliness. The authors note that small gestures—such as acknowledging birthdays and other important life milestones—can make a big difference.
  4. Identify activities that will work for your group, then schedule them. They don’t have to be complicated, and many can happen virtually. For instance, dedicate time at the beginning or end of Zoom or Teams meetings for team members to check in and chat about life outside of work. Consider in-person lunches, connecting at a coffee shop or organizing off-sites as opportunities for more in-depth connections.

I recommend checking out the article for additional tips. I found it inspiring and was glad to see that we’re already doing many of these things. It makes me even more enthusiastic about our December off-site. Hadley and Wright’s work is a wonderful reminder of the importance of inclusivity and the positive impact we can all have on one another by making a little extra effort to connect.

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ZAPI GROUP Exhibits Unparalleled Range of Charging Solutions at The Battery Show North America 2024

ZAPI GROUP, a global leader in electrification headquartered in Italy, recently announced its presence at The Battery Show North America and the launch of the ZIVAN SG9. The new ZIVAN SG9 is a 9 kW off-board charging solution for off-highway vehicles and machines. ZAPI GROUP showcased the ZIVAN SG9 along with its full range of on-board and off-board charging solutions with Delta-Q Technologies and ZIVAN Srl at the show.

To make the announcement a success, Communiqué Public Relations (CPR) partnered with ZAPI GROUP to finalize the press release and conduct a successful media strategy. We ensured the press release incorporated all key messages and vital information like product and event details.

In the lead-up to the show, CPR conducted embargoed outreach to generate interest and secure interviews. We offered reporters at the event an exclusive preview of the news and the opportunity to schedule interviews with ZAPI GROUP executives, which led to four interviews with leading industry publications. Given how quickly reporters’ schedules fill up during such events, this proactive outreach was crucial in securing their attention.

To prepare ZAPI GROUP executives for these interviews, we developed a comprehensive briefing document. This included interview logistics, reporter background information, publication details, anticipated questions and recommended talking points. The document ensured executives were well-prepared, confident and able to effectively convey key messages.

On the day of the announcement, CPR conducted outreach to share the news with both attendees and media covering the electrification industry. We crafted a strategic pitch highlighting the unique features and industry impact of ZAPI GROUP’s new charging solutions, sparking interest from trade publications.

Our efforts resulted in 11 pieces of media coverage, underscoring the success of the announcement.

We are proud to partner with ZAPI GROUP and to support them in sharing their latest innovations and advancements.

ZAPI GROUP The Battery Show Coverage Recap

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