Professional services firms are grappling with a lot: widespread and unpredictable regulatory and economic changes, the state of AI, a difficult hiring market – the list goes on. And they’ll need to simultaneously help clients overcome the very same issues.
In this environment, having a strong, forward-looking point of view isn’t just beneficial – it’s essential to any professional services media strategy. Businesses are seeking guidance that transcends immediate economic fluctuations, whether it’s adapting to market volatility, responding to global trade disruptions, or mitigating the impact of industry-wide layoffs. By sharing insights on these pressing issues with target media, professional services experts can differentiate themselves in a crowded competitive landscape and position their firms as indispensable thought leaders – and ideal partners for challenging times.
Topics Getting Ink in the Media
Economy and policy
With each new administration comes a slew of policy reversals and proposals, but 2025 is setting up to be record-breaking, creating uncertainty for businesses. Staying ahead of changing dynamics is what your customers come to you for, but this is proving more difficult than ever.
Capitalize on this opportunity to share your time-earned expertise on weathering rocky economic waters and adhering to regulatory pressures and changes without compromising missions, visions and values. Connect successfully with reporters by being willing to provide unbiased, factual but compelling commentary on the latest headlines, coupled with real takeaways for business leaders.
Every business publication is covering these angles regularly, as are the top verticals, so there’s no shortage of targets. Home in on your target audience, and what it is you have to offer. Perhaps industry- or issue-specific outlets such as Environment & Energy Leader are your best bet.
But if outlets like Wall Street Journal, New York Times and Reuters are top of mind, ensure you’re willing to offer a differing POV, data, get bold and be timely.
Artificial Intelligence
It’s everywhere. It’s a compelling and important topic, and you want your clients to see you as experts, but reporters are inundated with AI pitches, and the recently booming reporter landscape on the topic is dwindling – just last month, the Wall Street Journal announced layoffs that included the reduction of three AI-related reporters, including its overarching AI editor.
To stand out, you’ll need named customer case studies with impact, bold points of view on what should and shouldn’t be done, actionable insights into the messy regulatory landscape and a purview of unique, under-considered risks.
CIO, TechTarget and VentureBeat are on the forefront of AI coverage at the moment, covering everything from adoption and use cases to actionable strategy and best practices.
Isabelle Bousquette (Wall Street Journal) and Will Knight (WIRED) are leading on the top-tier front, with the former focused on the larger implications of the technology on the business landscape, and the latter on truly innovative and interesting real-world examples. Approach both thoughtfully, with stories larger than yourself.
Extreme Weather
The effects of climate change are here, but so is confusing top-down messaging about ESG policies and priorities. Regardless of policy shifts, companies must prepare for natural disasters that threaten operations and financial stability – and they’re looking to third-party partners to ensure they are both prepared and protected.
Engage with media before, during and after major weather events with thought leadership surrounding the real business impact of ignoring environmental concerns, and counsel around risk mitigation. Owned data will set you apart. Mine customer data, conduct research reports and build the narrative you want to see in headlines.
Outlets covering this particularly well include Bloomberg Green and The Washington Post. They’re focusing on large-scale weather events, and crafting compelling narratives to underscore the broader, oft-forgotten, impacts.
Final Thoughts
Building strong relationships with journalists and sharing valuable insights isn’t just about getting quoted—it’s about positioning yourself as a trusted thought leader in your industry. By offering data-backed commentary, real-world examples, and forward-thinking analysis, professional services companies can make it easier for reporters to turn to them for expert perspectives.
Staying engaged on social media, attending industry events, and collaborating with your marketing and PR teams will further amplify your presence. Keep your insights timely, relevant, and jargon-free, and you’ll quickly become a go-to source for the media.