The media is responding to the current digital climate. We’re no longer consuming news from a print newspaper delivered to our door in the morning. Most of us also aren’t anxiously waiting for the evening news on TV to get our fill of daily headlines. Instead, the media is feeding our seemingly insatiable appetite for 24/7 news with constantly updated websites and apps, and now, through real-time “socializing” via Twitter, Facebook. LinkedIn and Snapchat.

Around-the-clock coverage with shorter deadlines and shorter stories – moving from one breaking news story to the next in a day (or even hours!) – has become the new normal. We are INUNDATED with news. And it’s leaving many of us media relations pros wondering, “How do I keep up?”

Here are three reasons why the challenges are actually opportunities for your media relations strategy:

1. Relationships are a reporter’s currency

Working under shorter deadlines, it’s crucial journalists have a list of contacts they can call at any time for reliable, inside information. They don’t have time to sift through the 1,000 pitches sitting in their inbox or to vet new sources. Strengthen your relationships with a few key contacts. The best way you can build that rapport? Deliver accurate, insightful ideas and information – fast.

2. More stories = more chances for your commentary

When you see a headlining article, don’t assume your chance to jump on the story has passed. Today, reporters’ stories are ever-evolving, giving you multiple windows of opportunity to become part of the conversation. Often, the journalist will immediately post a short piece and then add to it as the topic or situation evolves. And they’re responsible for producing more stories per day or per week, so they’re always looking for sources and angles. Just remember to offer something new or different – an opposing perspective or an alternative lens on what’s already being said.

Journalists are becoming less like the gatekeepers of news, and more like connectors and skilled synthesizers of news.Click To Tweet

3. Journalists are no longer the gatekeepers of news

Today, anyone and every brand can share news through social media, their own websites and blogs. Journalists are becoming less like the gatekeepers of news, and more like connectors and skilled synthesizers of news, according to this Washington Post article. It’s turning the traditional news model on its head: People (including thought leaders) are starting to tell journalists what they want to know, rather than journalists telling us what we need to know. By publishing and sharing (and resharing) a steady stream of your brand’s content on relevant topics, you’ll increase the likelihood that journalists will come to you for insight.

Yes, our current media landscape is chaotic, noisy and increasingly hard to break through. But it’s still possible. You just need to evolve your strategy.

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With a background in journalism, Rachel combines her passion for news with her expertise in media relations to deliver effective results. She also handles day-to-day communication with clients, media outreach, social media activities, writing and messaging. Rachel provides strategic counsel to clients across the healthcare and business industries and is a critical team member for Stern Strategy Group's architecture and design accounts. If you can’t find Rachel at her desk, she is probably behind the camera filming one of Stern’s in-house videos. And when not at work, you can find her at one of three places: on a run, on a soccer field or on the beach.