Clever Pitches, Smaller Spaces: How to Shine in a Shrinking Media World

The recent layoffs at major tech outlets from TechCrunch to Business Insider are a stark reminder that the media ecosystem is in flux. As newsroom headcounts shrink and beats shift, PR pros and in-house communicators need to adapt. Here’s a five-step practical playbook to ensure your stories still find the right audiences.

1. Diversify Your Media Mix

Relying on one or two “anchor” publications is a dangerous game when those outlets restructure. Instead:

• Expand your roster to include regional business journals, trade publications, niche newsletters, and perhaps substacks.
• Embrace podcasts and briefings. Audio or video-first shows offer great opportunities for deep-dive interviews.

2. Strengthen 1:1 Relationships

With fewer reporters in the pool, quality trumps quantity:

• Identify your “go-to” contacts at each outlet. Invest in personalized check-ins, share timely data, and offer exclusive access.
• Always offer help, not just news. Ask, “What’s on your calendar this week? How can I make your life easier?”
  
  

Tip: When a beat reporter departs, get ahead of the curve by congratulating their successor and sharing a tailored story idea that fits their new focus.

3. Be Intentional with Pitch Timing

Editors that are under pressure need precision:

• Align your pitches with editorial calendars, trade shows, quarterly earnings, policy debates, or other timely happenings.
• Respect busy seasons such as holiday weeks or major industry events which can be droughts for coverage.
• Monitor social channels such as X and LinkedIn to see when someone is actively working. These channels often reveal what they are writing next, too!

4. Leverage Owned & Earned Channels

Fewer journalists means more competition for attention and an opportunity to amplify your own platforms:

• Build a thought-leadership newsletter on LinkedIn or Substack, curating your best insights.
• Host virtual roundtables with industry experts and invite journalists as panelists.
• Syndicate op-eds in broader business outlets to reach new audiences.

5. Proactive Media Mapping

Maintain a living “org chart” of your target outlets:

• Track departures and new hires use a simple spreadsheet or a CRM tag to note when contacts leave or change beats.
• Map freelancers and contributors as they often fill gaps during layoffs and can become long-term allies.
• Identify emerging voices on platforms like Substack; these “micro-influencers” can absolutely amplify your news.

The Media Landscape Is Changing. Has Your PR? 

The media landscape will continue to evolve and editorial teams will ebb and flow. By diversifying where you pitch, deepening relationships one-on-one, timing your outreach strategically, and strengthening your owned channels, you’ll be able to stay ahead of the curve and keep your stories in the headlines even when the newsroom headcount shrinks.