Behind the Headlines: Decoding the Modern Media Landscape
Our Chicago office recently had the opportunity to bring together journalists from Axios, Bloomberg, the Wall Street Journal and Chicago Public Square for a panel on the state of media. It was a candid conversation around changes in reporting and what it all means for communicators looking to break through.
Inside the Modern Newsroom: How Journalists Are Adapting to a Changing Media Landscape
FTI Consulting convened a panel discussion with Chicago journalists about the modern media landscape and how communicators can engage effectively. The panel session featured:
- Justin Kaufmann—Reporter, Axios Chicago
- Isis Almeida—Chicago Bureau Chief, Bloomberg
- Charlie Meyerson—Founder, Chicago Public Square
- Patrick Thomas—Reporter, Agriculture and Food Supply Chain, The Wall Street Journal
Key Takeaways
Today’s journalists do a lot more with less
Newsrooms are smaller, the news cycle is faster, and reporters are expected to produce stories across multiple channels. While this puts new pressures on journalists, it also creates opportunities to reach different audiences and tell stories in more compelling ways. Reporters are now thinking strategically about which formats give their stories the greatest impact—whether that’s adding data visualization to breaking news, producing a short video to highlight on social media, or extending coverage through a podcast or newsletter.
TAKEAWAY: When reaching out to a reporter, go beyond the basic pitch and include creative ideas for how the story can be shared in different formats. Be clear about what resources you have available. This could be new and interesting data points that could be used in an infographic, b-roll to tell the story through video, or a dynamic expert who can provide more detail in a podcast interview. Creative ideas are welcomed – and appreciated.
Reporters are bullish on AI ... and confident in human storytelling
Newsrooms are embracing a variety of AI tools to find efficiencies and do tasks like basic research, transcription of interviews and aggregation. However, they believe the real power of AI is its ability to free up reporters’ time to focus on more in-depth work that requires a human touch. AI can scan the public record at lightning speed, but it can’t surface what journalists really want: news that has not yet broken and insights no one else has. That puts a premium on strong sources, background conversations, and trusted relationships.
At the same time, AI has contributed to a flood of poor-quality pitches, with many journalists waking up to hundreds of such emails each morning. This makes it harder for communicators to cut through the noise and grab a reporter’s attention.
TAKEAWAY: AI has only increased the need for companies and their executives to build trusted relationships with the media. Background conversations and “get to know you” meetings are increasingly valuable and desired by reporters and businesses alike. This not only ensures companies are helping to shape coverage, but that reporters know who to call when needed.
Good stories still win the day
When it comes to working with the media, relationships and relevance go hand in hand. Panelists noted that pitches resonate most when they are relevant to a reporter’s beat and add something new to the conversation. Mass-emailed press releases or follow-ups on stories that have already run are less likely to stand out, especially as reporters’ inboxes become even more crowded. Beyond fostering media relationships, communicators must also think critically about how to capture reporters’ attention when they’re inundated with pitches each day. That starts with a clear, punchy subject line and concise, to-the-point pitch notes that articulate what the story is, why it matters to the reporter’s readers, and what resources you can provide.
Communicators who follow journalists’ work, understand their perspectives, and build relationships over time can make outreach feel like a continuation of an ongoing dialogue rather than a one-off pitch.
TAKEAWAY: Reporters emphasized the value of communicators following their work, understanding their perspectives and building trust over time. Strong media relationships will help get stories placed and, ultimately, enhance those stories.
Conclusion
The age-old remit of journalism remains true: tell great stories, preferably ones that no one else has, and tell them first if you can. If you can’t tell them first, tell them better or with a unique take.
Technology, platforms and audiences continue to evolve, but the fundamentals of journalism – and what journalists value from sources – are consistent. Reporters want accuracy, credibility, and authentic relationships. For communicators, that means meeting journalists where they are: offering exclusives when possible, providing fresh insights when it matters, and backing every story with evidence and clarity.
In short: great journalism still depends on great sources. For organizations, that’s both the challenge – and the opportunity.
The views expressed in this article are those of the author(s) and not necessarily the views of FTI Consulting, its management, its subsidiaries, its affiliates, or its other professionals.
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