COVID-19 continues to impact the current and future trajectory of the consumer media landscape. It has exposed the vulnerabilities in print media and highlighted the advantages of digital, which has been able to quickly react to current events and pivot to write the timeliest stories for their readers – and of course, effectively reach the masses. 

For PR practitioners, this pandemic has changed the way we develop smart media relations programmes. We need to acutely understand the new reality in which journalists live and work in, and how to pitch them in a way that is sensitive, but newsworthy enough to breakthrough. 

Alexa Hershy is joined by Sophia Panych, content director at PopSugar UK, to learn more about what it's like to be an editor right now and what PR practitioners should know in order to be successful in the current environment. 

Like our podcast? Why not leave us a review? And don't forget you can always find out more about the team here at Allison+Partners at www.allisonpr.co.uk.