For the third consecutive year, our Denver office collaborated with the Colorado Chapter of the Public Relations Society of America (PRSA) to host its annual media roundtable. This premier networking event gathers journalists, editors, blog writers and the PR and communications community from across the region to discuss evolving media trends and best practices in public relations.

Mitch Jelniker, a former award-winning journalist and broadcast personality, moderated the panel with:

• Tamara Chuang, Business and Economy Writer, The Colorado Sun
• Aldo Svaldi, Business Reporter, The Denver Post
• Dennis Huspeni, Editor, Denver Gazette
• Addison Herron-Wheeler, Co-publisher and EIC, Out Front Magazine

The panel facilitated engaging discussions on trends in newsrooms, how PR can adapt as newsrooms continue to shrink, AI’s impact on the way we perform our jobs, and emerging coverage topics. The captivating conversation addressed issues currently impacting Americans and the broader global community.

Breakout sessions provided attendees with the opportunity to connect directly with panelists, fostering deeper and more insightful dialogue. These timely discussions highlighted the growing need for communications professionals to navigate the challenging media landscape and ensure accurate, fair, and impactful storytelling. These topics will continue to shape PR and media well into 2025.

Notable themes from the evening included:

Trends and Challenges in Newsrooms

The media landscape continues to evolve, with several key trends shaping the industry:

• Politically, there remains significant focus on the ongoing election, particularly concerning LGBTQ policies, labor shortages, deportations, and the possibility of stricter press relations under new administrations.
• Locally, Colorado faces unique developments such as the decriminalization of mushrooms and a slowing post-pandemic economy. Media organizations are grappling with shrinking, under-resourced newsrooms, growing concerns over bias, and the need to rebuild trust with audiences.
• Journalism is shifting, with blurred lines between editorial and sponsored content, broader staff responsibilities, and increasingly remote, dispersed teams.

How PR Can Add Value Through Personalization

Effective media relations requires a heightened focus on relevancy, ensuring your story connects to broader trends or issues beyond your organizations, such as the real estate market, consumer interests, or public health.

Humanizing stories by including a face or voice and providing subject matter experts upfront can make pitches stand out, while offering exclusives adds significant value. Personalization remains key—referencing prior content from the journalist or outlet shows effort and alignment. Optimizing pitch content with multimedia, quotes, and interview availability minimizes back-and-forth, while credibility is strengthened by associating with well-known industry organizations.

It’s also important to consider the challenges journalists face, as understaffed and overworked editorial teams appreciate concise, helpful pitches and follow-ups amidst crowded inboxes.

Emerging Media Coverage Topics

Key coverage topics in today’s media landscape include rapidly evolving industries such as broadband, cybersecurity, and artificial intelligence. These areas reflect growing societal and technological advancements, making them highly relevant for both local and national audiences.

Local stories with broader implications or unique angles have the potential to gain traction on a national level, showcasing the importance of connecting regional developments to larger narratives. By aligning pitches with these trending topics, PR professionals can better position their stories for meaningful media coverage.

An Insightful Community

As we wrap up 2024 and look into the next year, leveraging professional industry relationships with organizations such as PRSA gives communications professionals an opportunity to share ideas, expand knowledge, and stay informed—all while fostering a sense of community.

We’re proud to call PRSA CO a partner and a resource guiding impactful communications efforts. Thank you for another meaningful event!