PR trends always start with media trends; watch what news outlets are doing, and you’ll uncover opportunities for coverage.
One of the biggest factors to watch is distribution—where and how are publishers sharing their stories and where and how are those stories found? Will they be seen in search, social networks, inboxes—or not seen at all, but heard?
The answers to these questions can dramatically increase the reach of media coverage, and help you get in front of the audiences most important to your business.
Here are six factors shaping today’s media landscape:
1. Voice assistants are speaking up.
One estimate says 37 percent of the U.S. will own a voice assistant by the end of the year, and Alexa, Google and Siri are becoming go-to sources for news, especially first thing in the morning.
The takeaway: Podcasts and other audio forms of news make good targets as voice assistants arrive in homes, cars and elsewhere. This isn’t just an earned media strategy either—many companies are developing their own skills for voice assistants as we speak.