Unveiling the newsroom: A guide for PR professionals

At PR360, Joe Pickover, Head of Video and Joe Sene, Head of Pictures took centre stage to shed light on the shifting dynamics of visual media and its implications for PR strategies. We look at the key insights shared, tailored to help PR professionals harness the power of images for newsroom attention.

1. Understand media dynamics: Get to know your newsroom

To succeed in PR, it’s crucial to understand the inner workings of agencies like PA Media. Take the time to familiarise yourself with their content preferences and distribution channels. By aligning your pitches with their needs, you’ll increase your chances of securing media coverage.

2. Embrace Live Video: Engage your audience in real time

A significant highlight was PA Media’s venture into live video streaming, filling a crucial gap in the UK market. Launching the service a just over a year ago, we have witnessed exponential growth, especially during pivotal events such as the passing of the Queen. This live video service, comprising up to a dozen events daily, has garnered widespread adoption across UK media websites, social media platforms, and broadcasters, revolutionising how news is consumed and shared. Live video is a powerful tool for PR professionals looking to captivate audiences and amplify brand messages. The immediacy of live video can help you stand out in a crowded digital landscape.

3. Craft compelling pitches: Capture editors’ attention

When pitching to media outlets like PA Media, less is often more. Keep your pitches concise and to the point, focusing on the most compelling aspects of your story. Be sure to include easily accessible content links to videos and images, to streamline the editorial process. Additionally, don’t be afraid to pick up a phone and talk to the newsroom! It can grab their attention!

4. Learn from successful PR campaigns: Find inspiration in others’ success

Take inspiration from successful PR campaigns, like Virgin Atlantic’s sustainable fuel campaign. By aligning their messaging with relevant themes and values, they were able to generate widespread attention and engagement. Look for ways to incorporate similar strategies into your own PR efforts to drive meaningful results.

5. Prioritise authenticity: Build trust with your audience

A pivotal segment of the talk centred around image authenticity—a topic gaining traction in newsrooms worldwide. With the adoption of the C2PA standard, PA Media aims to provide verifiable provenance for their images, ensuring transparency and trust in an era plagued by deepfakes and misinformation. In today’s digital age, authenticity is more important than ever. Make sure that your visual content is authentic and genuine, as this will help build trust with your audience.

Conclusion

In summary, success in PR is about more than just getting your message out there—it’s about engaging your audience, building trust, and making a lasting impact. Stay informed, stay creative, and above all, stay authentic in your communications.

To find our more about PA Mediapoint’s products and services visit our website. If you’re keen on receiving monthly PR insights, tips, and trends directly in your inbox, be sure to sign up for our “On the Point” newsletter.