The trade and business media landscape is changing. Reporters and editors no longer cover companies the same way they did even five years ago. Many reporters struggle to produce more news in smaller editorial staffs, with bigger beat responsibilities and many more demands on their time, including social media participation, video production and event planning.
These changes, likewise, have had an impact on the way media relations is practiced. Companies do not attract the level of earned media coverage that they previously were accustomed to getting. This is especially true for smaller, privately held firms. Many startups find it difficult to garner a mention in their own industry trade publications and local business pages.