Navigating a Changing Media Landscape

India's media landscape is transforming, with shrinking newsrooms and regional outlet closures challenging PR professionals to adapt. Success now relies on being a trusted resource, leveraging vernacular media, and building strong journalist relationships.

Image source: AI Generated

By Vikram Kharvi - CEO November 26, 2024

5 Min Read

For public relations professionals in India, the media landscape is shifting rapidly. Newsrooms are shrinking, local outlets are folding, and journalists are juggling more beats with fewer resources. These changes are reshaping the way PR works, leaving professionals to rethink their strategies and redefine their value. The big question is: Can Indian PR adapt to these challenges and thrive?

The State of Indian Media Today

India’s vibrant media industry, long dominated by print, television, and regional outlets, has seen significant disruption over the past decade. High-profile closures, such as HuffPost India and BuzzFeed India, reflect a growing consolidation in the digital space. Even legacy publications like The Hindu and The Times of India have experienced workforce reductions and shrinking editorial budgets.

Local and regional news outlets, which form the backbone of India’s media ecosystem, have been hit hardest. According to the Registrar of Newspapers for India, there are over 89,000 registered publications. Yet, many smaller papers in tier-2 and tier-3 cities are struggling to survive, leaving a void for PR professionals who rely on these platforms to connect with grassroots audiences.

The New Role of Media Relations in India

The pressures faced by journalists today create unique opportunities for PR professionals who are willing to step up. Indian journalists often cover multiple beats and are tasked with churning out stories under tight deadlines, leaving them with less time for deep research or complex narratives.

For PR professionals, this means:

Becoming a Resource: Providing ready-to-use, accurate data, well-written press releases, and expert quotes tailored to a journalist’s specific needs is no longer optional—it’s essential.
Localized Focus: While regional outlets are shrinking, they remain influential. Focusing on vernacular media, like Marathi newspapers or Tamil TV channels, can yield targeted and impactful results.
Building Relationships: Strong, personal relationships with journalists remain invaluable in India. Consistency, credibility, and trust can set PR professionals apart in a crowded field.

Beyond the Numbers: Measuring Quality Over Quantity

One of the biggest challenges for PR in India is educating stakeholders—especially senior executives—about the realities of today’s media landscape. Many clients still equate success with the number of press clippings or mentions, a mindset that doesn’t reflect the current environment.

Instead of focusing on the volume of coverage, PR professionals should:

Highlight high-impact placements, such as features in Economic Timesor Forbes India.
Use metrics that matter, like audience engagement, reach, and the direct business impact of a story.
Show how coverage builds long-term brand trust, rather than chasing short-term visibility.

Overcoming the Noise in PR

With advancements in technology, journalists’ inboxes are flooded with AI-generated pitches and templated press releases. The sheer volume of incoming pitches makes it harder than ever to stand out.

What works in India?

Tailored Pitches: Customize your message for outlets like Mintor in. A generic press release won’t cut it anymore.
Exclusive Stories: Offering first access or exclusivity to a well-respected journalist ensures attention.
Timely Insights: Being proactive during events or crises, such as offering quick expert comments, can make your pitch invaluable to reporters on a deadline.

The Future of Indian PR

The changing landscape isn’t a crisis—it’s an opportunity for PR to evolve. Indian professionals are already expanding beyond traditional media relations into new, exciting areas:

Digital PR: Platforms like Instagram, Twitter, and LinkedIn are emerging as primary communication channels for many brands.
Influencer Collaborations: Micro and macro influencers are driving conversations, particularly in regional and niche markets.
Owned Media: Brands are increasingly investing in their blogs, YouTube channels, and podcasts to create and control their narratives.

Finding Opportunity Amid Change

Change is never easy, but it forces innovation. Indian PR professionals are adapting by focusing on quality, embracing technology, and building stronger relationships with media. While the media landscape may be shrinking, the scope for impactful storytelling is expanding.

The future of PR in India isn’t about competing for mentions—it’s about crafting narratives that resonate. In a diverse, dynamic country like ours, the opportunities are endless for those willing to think beyond the traditional playbook.