Hey! This is MA Family, a team of communication experts focused on getting results, not on bureaucracy. Today we’re launching Comms Rundown, our newsletter on PR, and presenting The State of Media 2023 report, which captures the current industry trends.

Who is it for?

👨‍💻 Founders who want to get their project on TechCrunch or Forbes

✍️ PR pros learning how to deal with reporters and come up with ways to secure coverage when there’s no news

📰 People interested in what’s going on with the media in 2023 and beyond

If you don't feel like this is something relevant for you, I’d encourage you to try it, but you can always unsubscribe (the link is at the bottom) — otherwise, you’ll receive Comms Rundown once a month 🙌

❌ What to expect: ads, self-promotion, paid posts, and generic tips

✅ Learn what reporters and people in tech are talking about right now, how to approach them, what trends you can use for your own gain, and how to write compelling stories

Sit back, grab a cup of coffee, and let’s go!

Blitz 🎯

1. Muck Rack releases PressPal, which uses AI to help draft a press release when prompted, scan for keywords, and then recommend specific media targets based on the content. More companies joining AI rush as PR platforms like PRophet, Press Hook, and Pressfriendly have already embraced AI offerings.

2. Ex-Protocol reporter Tom Krazit announced Runtime, a new enterprise technology newsletter and publication that will launch in May. Interested in exploring the future of enterprise tech and would like to share some insights? Contact Tom!

3. WIRED launched a new podcast called Have a Nice Future. Each week, starting from April 12, WIRED editor-in-chief Gideon Lichfield and senior writer Lauren Goode will speak with the top technologists, thinkers, and creators shaping this future we’re racing into. They’ll ask each guest the same question: is this the future we want? Reach them if you have something to share!

4. Blockworks extends its editorial team with four new recruits, while the Block lays off a third of staffers amid a leadership shakeup. Here is an overview of 2023 Media Layoffs, proving the number of reporters decreases at a rapid pace.

5. Forbes separated their US 30 Under 30 list –they’re creating ten Under 30 lists to highlight the bold changemakers of Atlanta, Austin, Boston, Chicago, Cleveland, Los Angeles, Miami, Puerto Rico, Seattle, and Toronto. This means less competition for people trying to get on in the US.

6. Artifact, the AI-powered news app from Instagram co-founders Kevin Systrom and Mike Krieger, has a new feature that makes it even more of a news-focused social media app. With the latest version of the Artifact app, you can now follow individual writers. Articles from those writers will be prioritized in your feed and you can opt to get notifications when those writers post.

The State of Media 2023

The media industry is changing so fast that not everyone can keep up.

We released the first edition of our The State of Media report three years ago. We outlined the changes we saw: media outlets closing down, alternative publishing on the rise, and how this affected the kind of stories being run. Most of that turned out to be true, but the main changes were yet to come.

New media trends

This year we also conducted a survey asking reporters working at the frontlines of the industry to confirm or deny the trends we identified.

1. Fewer reporters, more PR specialists: the number of traditional, reputable publications and the number of journalists working for each continued decreasing over the years while the number of PR specialists increased. 50% of journalists stated that too many PR people reaching them was one of the most significant challenges facing them in today’s media landscape.

2. Trust in traditional media declines, while social media becomes the most commonly used news source. Our research confirms that trust is a problem: 30% of reporters state that distrust of the media is one of the biggest challenges they face in today’s media landscape.

3. New media, such as newsletters and podcasts, are not clear-cut. The number of podcast listeners continues to increase, but successful podcast creators realize they need other formats of media or business to scale. And despite suggestions that we had passed the peak of the newsletter era, more newsletters continue to be created. 40% of the reporters who participated in the research already have their own newsletter, 50% are not interested in this media format at the moment, and 10% would not consider it as there are so many already.

4. PR professionals started using AI to create more personalized pitches and compelling subject lines, but some media reporters do not like AI-written materials. However, 70% of respondents said their attitude towards PR specialists using AI in crafting materials is neutral, and only 30% confirmed it’s mainly negative.

5. Securing coverage becomes a challenge as media now focus on features, creative campaigns, research, and analytical pieces, while “ordinary” announcements such as funding rounds and product launches play a secondary role. Reporters shared what type of stories they usually cover these days — the results are presented below (the question was multichoice).

Check the full version of the report and tips for PR specialists to work effectively with journalists!

Who's where? 👀

• Chloé Meley joins the breaking news team at Bloomberg after a little over a year at Citywire.

• Herb Scribner joins The Washington Post — he will be a breaking news reporter in the Features section, covering entertainment, style, media, art, and pop culture.

• Diana Li starts a new position as a technology reporter at Bloomberg and would love to meet venture capitalists, tech investors, and AI experts for ideas and info exchange.

• Ryan Heath will be the Global Tech Correspondent at Axios starting from April 24, hit him up with all your tips and thoughts!

• Jennifer Conrad started as a reporter at Inc, covering entrepreneurs and the news and tech they need to know about. Her inbox and DMs are open!

• Jay Peters became a News Editor at The Verge! He’s really excited to help steer their newsroom.

• Kabir Agarwal started a new role as a senior finance reporter at Sifted, reporting on European startups & VC. He’s based in London and is waiting for your intros and recommendations.

• Patricia Allen left her position as Editorial Director at EU-Startups.

Quote to think about 🗣️

Jay has advised Barack Obama, Joe Biden, Jeff Bezos, and now Airbnb CEO Brian Chesky. Read more about him and his approach to comms in the latest Axios interview.

Tips and insights 📚

Workbook 📝

This is how you create an amazing press release — a guide by Haje Jan Kamps, the TechCrunch reporter.

How To Deal With Tech Media — and Mike Butcher’s never-aging Pitch Formula.

Thank you for joining us for the first edition of our newsletter on communication and PR. We hope you found this edition informative and helpful — but if not, please share your feedback with us.

And see you soon!

Aleksandra Slutsker, MA Family