If you're in PR and haven't had a chance to take a deep dive into the latest Pew State of the Media report, stop whatever you're doing, because whatever you're doing probably doesn't matter as much as you thought it did. The findings should challenge many of your fundamental assumptions about how to reach your target audiences these days.
Think about this: 31% of adults that Pew surveyed reported abandoning a news outlet because it no longer met their needs. Where are they getting news these days? 15% get news from social media. 72% said they get it from friends and family via word of mouth. And increasingly when they hear about news, they will follow a link that a friend sent them.
Think that Local TV is important? Think again. Overall audience numbers are down 6% according to the study, and when your local audience does tune it it's for weather, sports and traffic. So just where in that mix, will your carefully crafted press release fit?
For many of us, this doesn't come as a huge surprise. But for those of you who are still using definitions of "top tier" media that date back more than a year or two. You're probably targeting the wrong outlets.