How the press works

The news media all want one thing. Here's how to get the most out of them.  
April 19, 2024
PR Media
Reading Time
12 Min
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Ivan Martin

For those not in the press club, the news and media landscape can be a strange space.  

How does news get made? Who decides what does and doesn’t get published? 

And, why was that press release you spent all afternoon working on, sent straight to the trash folder?  

I spent a decade working in Malta’s largest and most demanding newsroom. 

Going from rookie reporter to playing a part in managing the day-to-day operations of a breathless 24/7 media and news operation.

Along the way, I learned a thing or two about how the press works, and how it doesn’t.   

In this blog space, I’ll regularly share insights on what it’s like in the belly of the beast and how, as a strategic communications agency, PRSS WRKS works with the press - not against it - to help tell our clients’ stories. 

Under-resourced, overworked

A lot of aggro gets thrown at the news media.

And, sure, sometimes they don’t get it quite right. 

Yes, it can be frustrating to deal with a reporter whose mind seems made up before they’ve even heard you out. 

Bad news does sell, and journalists can get cynical at times. 

But the truth is that newsrooms are in trouble.

Newsrooms are in trouble. 

Many of the organisations that run news outfits in Malta are struggling to make revenue.  

Journalists are overworked, underpaid, and under immense pressure to deliver fresh and interesting content. 

Every. Single. Day.  

Speaking as someone who worked the fryers as a line cook in the 'fast-news' business for years, I know just what it's like to be expected to churn out content at a breakneck pace.

Newsrooms are competing with global media giants like Instagram and TikTok for people’s attention.

Their advertising margins are being squeezed tighter and tighter by Google and Meta.   

The smaller newsrooms and their budgets get, the closer to impossible this all becomes.

And while news decisions like story placement and even headlines are now increasingly data-driven, the room is only getting louder, and louder.

Is it any wonder that so many important voices are being drowned out of the conversation in the crossfire of all this noise?  

It’s time for a media-PR partnership. 

I decided it was time to do something.

I believe the role of strategic PR has become more central to the media landscape - not just for the businesses and organisations that engage consultancies, but, yes, for media outlets too. 

It’s time for a new media-PR partnership. 

One based on mutual trust and understanding.

This is why I set up PRSS WRKS.  

PRSS WRKS was founded on the principles I learned in my 10 years in the news industry; the belief that good communication and storytelling are based on honesty, transparency, credibility, and clarity

We know what journalists and their editors need and how to get it to them.

We know how to work with media organisations to secure impactful and meaningful coverage.

And we know how to dialogue with newsrooms to make sure they get the story straight.

At PRSS WRKS we are storytellers. 

We believe that everyone has a story to tell.

Let’s tell your story. 

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