The intersection of public relations and journalism, a dynamic and often scrutinized relationship, is undergoing a significant transformation. In a recent episode of "Tales from the Beat," a podcast hosted by TTAC Creator Ed Garsten, veteran PR professionals Scott Merritt, founder and CEO of Strategic Global Media, and partner Dwayne Shank, delved into the complexities of modern media relations, the impact of artificial intelligence, and the ever-blurring lines that define journalism today. Garsten, a seasoned reporter and public relations operative with a distinguished career spanning CNN, The Associated Press, and significant roles in corporate communications for Chrysler and Franco Public Relations, brought his unique perspective to a conversation that offers critical insights for both industries.
The Intricacies of Media Relations: More Than Just Pitches
Merritt, with nearly three decades of experience in public relations, and Shank, who boasts a similar tenure in media relations, reputation management, and crisis communications, highlighted that media relations is arguably the most challenging and often misunderstood facet of public relations. Their central thesis is that PR professionals do not control whether a story is picked up; they can only influence the likelihood of it resonating with journalists and, by extension, their audiences.
"Clients often come with expectations of measurable Key Performance Indicators, but media coverage, by its very nature, cannot be guaranteed," explained Merritt. "Success in media relations goes far beyond simply distributing press releases or making a few phone calls. It requires a deep understanding of the media landscape, a keen sense of storytelling, and an almost intuitive ability to identify what will capture a journalist’s attention."
Shank, who transitioned into PR after a successful career as a television reporter and anchor in Montana, elaborated on this point. "We are essentially selling stories and ideas to journalists," he stated. "However, a crucial distinction that many PR professionals overlook is that we aren’t truly pitching the journalist; we are pitching the journalist’s audience. The journalist acts as the essential conduit, translating our story for their readers or viewers." This perspective underscores the need for PR practitioners to think from the journalist’s and the end consumer’s point of view, rather than solely from the client’s.
The Downfall of "Spray and Pray": Relevance Over Volume
The podcast episode strongly condemned the "spray and pray" approach to media pitching, a practice characterized by the mass distribution of identical press releases to extensive lists of journalists, often generated through media databases. This method, they argued, is not only inefficient but also detrimental to a PR professional’s credibility.
"Imagine sending a pitch about advanced automotive diagnostics to a lifestyle blogger, or a story about a new culinary trend to a financial reporter," Shank offered as a humorous, albeit pointed, example. "It’s not just ineffective; it actively erodes trust. Journalists are inundated with pitches daily, and those that are irrelevant or demonstrate a lack of understanding of their beat are quickly discarded. Worse, repeated irrelevant pitches can permanently damage a relationship."
The overarching message from Merritt and Shank is that relevance is paramount. "Knowing who you are contacting and, more importantly, why the story matters to that specific journalist’s audience is fundamental," Merritt emphasized. "Building a strong media relationship is akin to cultivating a partnership, not a transactional exchange. It requires research, understanding, and a genuine effort to provide value." This sentiment aligns with industry reports from organizations like the Public Relations Society of America (PRSA), which consistently highlight the importance of strategic targeting and relationship building in effective PR campaigns.
AI’s Emerging Role: A Tool for Discovery, Not a Replacement for Judgment
The conversation then pivoted to the profound impact of artificial intelligence (AI) on how stories are discovered and disseminated. Garsten noted that journalists historically relied on tools like Google Trends to gauge public interest. However, he observed that the landscape is shifting, with journalists increasingly needing to consider what people are asking AI systems like ChatGPT.
Merritt and Shank acknowledged that AI presents powerful opportunities for identifying trends, uncovering potential story angles, and even suggesting relevant journalists. However, they were quick to caution against viewing AI as a panacea that eliminates the need for human expertise.
"AI can be an invaluable assistant in the discovery process," Shank explained. "It can help us identify emerging narratives and connect us with individuals who might have insights. But it doesn’t replace the critical human judgment required to assess a story’s true merit or to craft a compelling narrative."
Their approach, they described, involves a four-step process: "Find the trend, determine where the client fits, identify the right journalist, and provide useful expertise or information." This systematic approach leverages AI for initial data gathering and trend identification, but the subsequent steps remain firmly rooted in human strategic thinking and relationship management.
"Ultimately, we are still people pitching people," Merritt reiterated. "Even as AI becomes more sophisticated in its ability to process and generate information, highly relevant stories, publications, and sources are more likely to surface in AI-generated answers because relevance is a key factor in how these systems connect information. We must continue to focus on delivering genuinely valuable and pertinent content." This perspective is supported by research from Gartner, which predicts that by 2025, AI will handle 95% of customer interactions, but the need for human oversight and strategic decision-making will remain critical.
The Value of Journalism Experience in Public Relations
Shank’s background as a former television journalist provides him with a unique vantage point on the symbiotic relationship between PR and the media. "Understanding how newsrooms operate, the pressures journalists face, their deadlines, and their editorial processes is an enormous asset in public relations," he stated. "Knowing what makes a story newsworthy from their perspective allows us to better tailor our pitches and provide the information they need in a format they can use."
He also touched upon a historical perception within journalism that those who move into PR have "gone to the dark side." However, he believes this attitude has significantly diminished over time, as the value of experienced communicators who understand both sides of the media equation becomes increasingly apparent.
Despite this, Merritt and Shank were clear that a formal journalism background is not a prerequisite for success in public relations. Merritt himself, having not worked in a traditional newsroom, has developed a profound understanding of journalistic principles and practices. This highlights that the core competencies – strong communication, strategic thinking, and an understanding of audience – are transferable and can be honed through diverse professional experiences.
Redefining Journalism in the Digital Age
The conversation then delved into one of the most pressing challenges of the modern media landscape: defining what constitutes a journalist. Traditionally, the title was reserved for individuals employed by established newspapers, magazines, broadcast networks, or radio stations, often verifiable through media directories.
However, the digital revolution has democratized content creation. The rise of blogs, independent online publications, social media influencers, and platforms like Substack has blurred these lines considerably. "There’s no single governing body that officially dictates who is and isn’t a journalist," Merritt observed. "In today’s environment, we at Strategic Global Media tend to focus less on formal titles and more on who is credible and valuable to pitch. We assess individuals based on their ability to reach and influence specific audiences with accurate and well-researched information."
Credibility, Relevance, and Influence: The New Pillars of Media Engagement
Shank proposed a framework for evaluating today’s media and content creators, emphasizing three crucial factors: relevance, credibility, and influence.
"Where someone works is becoming less important than how they work," Shank asserted. "An independent writer on Substack who consistently produces insightful analysis on a niche topic and commands a loyal, engaged following can be just as valuable, if not more so, to a PR campaign than someone employed by a major, albeit less targeted, newspaper. It’s about the quality of their engagement and the trust they’ve built with their audience."
This perspective suggests a shift from evaluating media outlets based solely on their size or circulation to a more nuanced understanding of their impact within specific communities or industries. For a highly specialized B2B technology company, for instance, coverage in a respected industry trade publication read by their target customers might yield far greater business results than a feature in a mainstream national newspaper, regardless of the latter’s larger readership. The critical question, as the podcast guests emphasized, is: "Where will this story matter most?"
Ethics: The Unchanging Bedrock of Credibility
Amidst the evolving definitions of journalism, Merritt and Shank unequivocally agreed that accuracy, fairness, context, and ethics remain non-negotiable. They acknowledged that even established media organizations can sometimes err or, in rare cases, take liberties with the truth. Conversely, simply publishing content online does not automatically imbue an individual with journalistic integrity.
A key indicator of credibility, they suggested, is how individuals and organizations respond when mistakes are made. "Do they acknowledge the error? Do they issue a correction promptly and transparently? Do they explain what went wrong and how they intend to prevent it from happening again?" Shank posed. The ability and willingness to correct mistakes are paramount in building and maintaining trust in an era where information, and misinformation, can spread with unprecedented speed.
The Strategic Endgame of Public Relations
The final point of discussion underscored the imperative for public relations to be strategically aligned with overarching business objectives. Media coverage, they argued, should not be an end in itself. Instead, it should serve a larger purpose.
"We need to understand the endgame," Merritt stated. "Is the goal to drive sales, build brand awareness, attract investors, recruit talent, or shape public opinion on a specific issue? Every PR activity, including media outreach, must be demonstrably linked to achieving these larger business goals."
This strategic orientation means that PR professionals must work backward from the client’s objectives, identifying the most effective media channels and narratives to achieve those outcomes, rather than simply pursuing the most visible or prestigious placements.
Key Takeaway: Relevance, Relationships, and Human Judgment
The core message resonating from this insightful "Tales from the Beat" episode is that effective public relations in the 21st century hinges on relevance, robust relationships, and sound human judgment, rather than a sheer volume of media placements. The most successful PR professionals are those who can expertly navigate the complex ecosystem by understanding both their clients’ needs and what truly resonates with journalists and their audiences.
While AI offers powerful tools for identifying trends and opportunities, it cannot replicate the nuanced understanding of a story, the strategic identification of the right journalist, or the art of making a compelling, relevant pitch. Similarly, the definition of a journalist is evolving, with credibility, relevance, influence, accuracy, and adherence to ethical standards increasingly defining a credible media creator, regardless of their employment status or traditional credentials. In this dynamic landscape, the timeless principles of ethical communication and strategic storytelling remain indispensable.
