How can PR professionals adapt to shrinking newsrooms?

The recent wave of newsroom cutbacks isn’t new: it’s the continuation of a trend PR pros have been adapting to for years.

For our Senior Consultant Tara, responding to this shifting media landscape comes down to four essentials:

1. Hone your people skills – With newsrooms more fragmented than ever, you’ll often be pitching to journalists you don’t already know. The ability to build rapport quickly matters more than old contacts.

2. Sharpen your pitch – Clear hooks, strong proof points, and well-signposted spokespeople cut through.

3. Show up where it counts – Journalists are busy, so lunches might be rare. But panels, pop-ups, and conferences are the new relationship-building spaces.

4. Understand newsroom rhythms – From lead times to editorial meetings, timing your outreach is key.

Read the full piece published as part of PR Week’s ‘Ask the Experts’ column here