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New Expectations, New Challenges
Essentially, the role of the journalist is the same as it has always been: To report the facts, objectively and thoroughly. Today, however, it’s no longer enough to deliver news: Journalists are under increasing pressure to think about if and how the content they produce will have impact, attract audiences, and drive engagement. Limited and declining resources, smaller staffs, and the struggle to keep up with new technologies and compete with social media influencers only feed into this challenge.
Pro Tip: Exercise Empathy with Journalists.
The need for public relations partners who understand these struggles, respect their time, and can provide clear, specific and targeted communications has never been greater—or more appreciated.
We asked journalists to tell us the biggest stressors related to their work. Here’s what some of them had to say:
“Losing trust and reader/viewership because the onslaught of content that fails to contextualize anything for readers/viewers to make sense of.”
“Separating objectively honest information from sources which demonstrate substantial political bias.”
“Maintaining personal morale/energy.”
“Journalism outlets downsizing, being bought up and dismantled, or otherwise shifting priorities away from local coverage, investigative reporting, and breaking news, in favor of cheaper solutions, short-term profits, or serving existing corporate interests.”
“Decline of journalism itself in communities (e.g., closure of many newspapers).”
“Reaching sources is getting more difficult since potential sources aren't necessarily at work anymore.”
“Depending on ratings and clicks, which defines what news is reported.”