With the ubiquity of podcasts and the relative ease to produce them, many veteran journalists are opting for independence and creating new opportunities for media coverage, interviews and thought leadership

As Generative AI tools like ChatGPT, Google Gemini, etc., proliferate, they’re becoming a go-to for people seeking answers to their questions, replacing the standard search engine. For companies who have worked for years to build authority through SEO, this is a dramatic turn of events. It’s no longer good enough to appear at or near the top of the search engine results; content must be properly cited in AI answers and summaries. PR can help.

In the current landscape of upstart publications, greater reliance on social media and AI, it can be hard to determine which opportunities companies should take and when they should decline a media request.

Many companies eventually face a point where they must address topics in interviews they’d rather not. No matter what it is, though, the truth matters and lying to a reporter is never a good approach.

Marketing budgets plummeted from 11.0% of overall company revenue in 2020 to just 6.4% in 2021, according to Gartner’s 2021 CMO Spend Survey, but despite the downturn in funds available to them, marketers continue to embrace and increase their investments in content marketing.

While many company leaders boast extensive knowledge about their particular industries and related issues, media interviews can intimidate even experienced business executives, but practice, training and some good planning can set the stage for success.

Measuring effectiveness of public relations campaigns can be challenging. Many variables go into creating successful PR efforts, but success often starts with establishing benchmarks to gauge progress.

Now 15 years into business, PR Return has observed many changes in the industry and the world at large. Like any industry experiencing disruption, PR pros must keep a pulse of where the industry is headed, adapt to new technologies and be ready to roll with the changing landscape.

When PR pros can’t rely on having regular, fresh news to distribute to grab media attention, being proactive and creative in generating unique brand stories becomes essential. Consider these tactics to keep media relations efforts productive during those intermittent news droughts.