Key Takeaways from 72Point’s Meet the Media session at the PRCA conference

We were proud to support the recent PRCA Conference and to bring along some of our closest media mates. Together we shared a behind the scenes look at how journalists and PR professionals can work more effectively in today’s fast changing media world - and here's a snapshot of what was discussed.

The Modern Newsroom Is Digital First

Traditional newsrooms have transformed. The Guardian has long been digital first and most people now read their stories on mobile apps or through social media rather than printed newspapers or desktop browsers. Broadcasters such as ITV’s This Morning have also shifted, with a huge share of their audience watching clips on YouTube, TikTok and ITVX long after the live broadcast.

For PR professionals this means thinking beyond a single piece of coverage. A story needs to work across platforms and hold attention in short, shareable moments. Whether it is a headline that grabs a scroller’s eye or a video clip that travels on TikTok, content has to be created with multiple touchpoints in mind.

What Makes a Pitch Stand Out

The fundamentals of a good pitch still matter but expectations have grown. Journalists are looking for:

• A clear, striking headline that instantly makes people want to know more. If it would not stop someone scrolling, it will not make it on air or online.
• A strong reason to cover it now such as a topical survey, new data or a timely hook that gives the story urgency.
• Human interest and real people behind the numbers. Audiences connect with individuals whose lives illustrate the story more than with abstract statistics.
• Clarity and simplicity in press materials. Keep releases short, avoid jargon and do not over promise celebrity involvement or other elements that may not come through.
• Good relationships with journalists remain the most valuable asset. When PR teams understand the different needs of each outlet and build trust over time it becomes easier to shape stories that fit.

Navigating AI in the News

Artificial intelligence is becoming both a topic and a tool in newsrooms. Publications are experimenting with how to use AI for research and background work while protecting editorial standards. At the same time there is concern about how AI summaries from platforms like Google might reduce traffic to original stories and blur the accuracy of carefully edited journalism.

For PRs this underlines the need for reliable, well sourced material and for understanding that AI is not replacing the core value of trusted reporting any time soon.

The Influence of Content Creators

Influencers and online personalities are now recognised as cultural voices with the power to shape trends and spark conversations. News outlets are increasingly interviewing content creators and adopting the short form, social friendly formats that these creators pioneered. PR campaigns can benefit from recognising this shift and developing stories that resonate both with traditional media and with the fast moving world of social platforms.

Key Takeaways for PR Professionals

• Build strong, trustworthy relationships with journalists and understand the different needs of each outlet.
• Craft attention grabbing headlines and offer a clear reason why the story matters now.
• Provide human stories and case studies to bring data or campaigns to life.
• Think beyond a single press release and consider visuals, audio or social first content that can travel across platforms.
• Stay alert to how AI and content creators are changing the way audiences consume news and be ready to adapt.

Stay Updated on Future Events

Our Meet the Media session was just one highlight of a lively and insightful PRCA Conference. We will continue to host events that bring PR professionals and journalists together to share best practices and future trends.

You can keep up to date on upcoming Meet the Media events here.