Top 10 reasons media relations will get easier in 2010

Networks, tools, analytics and more savvy about using them will highlight the new year

It’s that time of year again; time for making predictions for the year to come. As I look back on 2009, I’m amazed by the progress I’ve seen with regard to the evolving news industry, and the practice of media relations. Sure, some of it is negative, like all the layoffs and dying publications, but beyond that, there’s a lot of optimism in both industries. For this article, I’m focusing on my 10 reasons media relations will get easier in 2010.

For those of you actively engaged in media relations on a daily basis, you know how difficult it is to get journalists interested in your stories. Most journalists are overwhelmed with pitches, and they have more work than ever and less help to produce content across an increasing range of media. As a result, many journalists have less time to field pitches—and less patience for off-topic or mass-distributed pitches.

That said, there are some promising signs to the old love/hate relationship between journalists and public relations professionals improving in 2010. Here are my predictions for the 10 reasons media relations will get easier in 2010: