As the needs of increasingly digital-first media outlets change, PR pros must adapt to make their news releases relevant and effective.

It has become much more difficult to snag high-quality media coverage.

However, the shrinking supply of earned media opportunities has raised the value of media relations professionals who wield relationships and skills that can deliver results. Those sought-after skills, however, are changing.

Many reporters now work for outlets that either has an online platform in addition to legacy media functions or are increasingly digital-first. Social media and online content is changing consumer preferences for their information consumption—mostly, moving away from lengthy, text-heavy content to multimedia “infotainment.”

In a new report from News Direct and Ragan Communications, PR and media relations experts share their insights on the traits, tools, and skills that are crucial for earned media success in the modern content landscape.

Download the report here.