Earning Media: Insights from Britt Klontz & Jaclyn Lambert

In the evolving landscape of digital public relations (PR), the importance of acquiring media coverage cannot be overstated. Today, we delve into invaluable insights shared by two renowned figures in the field, Britt Klontz and Jaclyn Lambert. Both have extensive experience in agency settings and as freelance digital PR consultants. They also host the highly acclaimed We Earn Media Podcast, where they bring forth expert opinions, industry trends, and practical advice on getting noticed in today’s media.

The Evolution of Digital PR

Digital PR has recently gained significant traction, as evidenced by many professionals transitioning away from traditional link-building strategies towards a more integrated approach that encompasses storytelling and relationship-building with journalists. Britt and Jaclyn’s podcast, which has featured a diverse range of professionals from publications like Refinery29, The Street, and Adweek, highlights this shift in strategy.

According to a recent BuzzStream survey, around 70% of PR professionals believe that digital PR is now more effective than traditional methods. This speaks volumes about the changing perceptions of PR in today’s digital-first environment.

Challenges in the Current Media Landscape

As more individuals enter the realm of digital PR, they face unique challenges. For starters, there has been a notable decline in newsroom staffing due to extensive layoffs, leading to fewer journalists available to pitch stories to. Jaclyn laments, “Newsrooms are running leaner than ever. What we’re seeing is that journalists have to juggle multiple roles, making them less available for pitches.” This situation brings forth a twofold challenge; increasing competition among pitches while journalists are inundated with content tailored for SEO rather than authentic storytelling.

The Impact of Syndication and Media Acquisitions

Jaclyn points out that many traditional outlets, especially local newspapers and TV stations, are now owned by larger corporations, complicating the media landscape further. “An example would be my recent collaboration with Fox Business, which had its challenges. It took more follow-ups than I anticipated, which often leads to an exhausting communication cycle. My contact eventually passed my pitch on to someone else within the team as they were overloaded with tasks.”

This growing trend of syndication makes it challenging for digital PR professionals to secure exclusivity. “Fox Business shared my story across its digital platforms and repurposed it locally, showcasing how a single win can snowball into several media placements,” Jaclyn explains.

Tips for Navigating the Digital PR Landscape

So, how can digital PR professionals successfully navigate this shifting landscape? Here are some strategies shared by Britt and Jaclyn:

• Build Relationships: One of the most effective ways to enhance your pitches is to foster relationships with journalists and influencers. Gaining insights into their preferences and interests allows for tailored approaches that resonate more.
• Stay Informed: Understanding changes in media landscapes – such as acquisitions, layoffs, or shifts in editorial focus – can keep PR professionals ahead of the curve. As Jaclyn noted, “These mid-sized publishers used to be eager for content, but now they are more discerning. Being aware of these nuances can help you craft more relevant pitches.”
• Embrace Storytelling: Focus on crafting compelling narratives rather than simply pitching news releases. Journalists appreciate authentic stories that engage their audiences.
• Utilize Data: Incorporate data-driven insights to support your pitches, making it easier for journalists to see the value in your story. This method reflects credibility and professionalism.

Statistics That Matter

According to a PR Newswire report, PR professionals who successfully utilize data and SEO strategies in their campaigns report an increased success rate by up to 45%. The report emphasizes the importance of understanding the reader’s journey and utilizing analytics to create more effective pitches.

Case Studies: Successful Digital PR Campaigns

Understanding practical implementations helps contextualize theoretical advice. Here are a couple of case studies that illustrate the successful strategies in digital PR:

Case Study 1: Brand X’s Relationship Building

A start-up called Brand X, known for eco-friendly products, managed to build strong relationships with several lifestyle influencers in the media industry. By engaging with these influencers through social media and participating in various events, they successfully garnered a feature in a major online magazine, resulting in a significant boost in sales and brand recognition.

Case Study 2: Data-Driven Pitching

Another case involved a tech firm, Tech Innovators, which leveraged analytics to target specific journalists who had recently covered themes related to their products. By delivering data-backed pitches that aligned with the journalists’ workflows, Tech Innovators landed coverage from leading tech publications, enhancing their visibility and industry credibility.

Looking Ahead: The Future of Digital PR

As digital media continues to evolve, public relations must adapt accordingly. Britt notes that getting creative with pitches is essential in this crowded marketplace. The collaboration between PR professionals and journalists remains crucial, as they both strive for high-quality content.

Finishing up our discussion, both Britt and Jaclyn agree on the importance of continual learning. The digital landscape is fast-paced, and keeping abreast of emerging trends is vital for success. This realization should serve as motivation for PR professionals to innovate and refine their strategies in securing media placements.

In conclusion, Britt Klontz and Jaclyn Lambert are prime examples of proficiency in digital PR. By sharing their knowledge through the We Earn Media Podcast, they help bridge the gap between media professionals and PR practitioners. Embracing change, focusing on relationships, and understanding the audience will only become more imperative as we navigate the ever-evolving world of digital media.