As Newsrooms Change, So Must Thought Leaders
The way Americans consume news has drastically shifted over the past decade. It’s not because there is a shortage of stories to tell, or talented journalists to tell them, but rather technology has influenced both access and decision-making for readers. The biggest change is in the newsroom. In the last year, there’s been more than 500 journalists laid off since January 2024.
Now, with even more competition for reporters’ time and attention, thought leaders must adapt to ensure their voice remains reputable and reliable as an industry source. To do so, they need to better understand the current state of the media.
Take Care to Understand Newsroom Dynamics
While most spokespeople are eager to share their point of view, few understand how newsrooms operate. Any story that makes it to the press has to have a news angle or hook: it could be breaking news, controversial, or relevant to a region, industry, or cultural event. Many times, reporters will need to cite multiple sources to round out their reporting and they are always looking for contrarian points of view and data to back up anecdotal evidence.
When reaching out, sources must offer them something new and compelling. Make sure you’re thinking about the big picture and not just pitching your product.
Factor in the Implications of AI
AI writing tools will continue to impact – and shrink – the newsroom. Readers will see fewer and fewer reporters and more “SEO writers”, or content written by AI. While it might be too soon to tell if AI will replace editors, it has already established dominance over headline generation.
The simplification of content means there will also be less pure editorial opportunities, and more pay-to-play as these businesses try to make up for lost revenue. Good writers who have found success pitching editorial content in the past may be offered subscription models like the Forbes Council. Paywalls will become more prevalent affecting everything from thought leadership to awards.
Sharpen Your Position as a Thought Leader
The good news is that there is still a tremendous appetite for earned media. So, how can you position yourself well as an industry leader?
Make sure your news is newsworthy: even though companies and individuals care greatly about their accomplishments, sometimes news is best suited for a blog or social media.
Provide thought provoking and insightful content: read the front page of your favorite outlet and consider if your commentary is something that editorial teams would want to publish.
Don’t use AI to draft commentary or answers to reporter’s questions: while AI can be a great tool, reporters will see right through responses that aren’t original.
Be responsive. Reporters are always on deadline; make yourself valuable by answering their questions as soon as possible.
Help connect them to other sources: we’re all only as valuable as our networks; if you can connect reporters with additional sources who are trustworthy and reputable, it’ll be greatly appreciated.
Technology and macroeconomic conditions have certainly changed the media, but there’s still plenty of ways to effectively work with reporters. By focusing your thought leadership on providing timely, relevant information and fostering connections with journalists, you’ll come out stronger than before. If you aren’t sure about where to start, engage with a PR professional who understands the nuances of the wealth management ecosystem and can guide you accordingly.
You can also read this article on WealthManagement.com.