​Lately, there has been a lot of news about the news. Here in Boston, the nearly 50-year-old alternative weekly, Boston Phoenix, announced last week that it was suddenly closing-sending shock and awe through the readership community and prompting calls for a kick starter campaign to fund the printing of its last issue. This come on the heels of last month's news that the New York Times Company is once again selling the Boston Globe. While its fate is unknown, the Globe seems to be on a hiring spree lately-adding at least three new reporters to its team in the last month. Now we have the official “State of the Media” report, released this week by the Pew Research Center's Project for Excellence in Journalism, which reports that years of shrinking newsrooms has affected the quality of journalism and consequentially readership and viewership. With layoffs down 30 percent and the smallest journalism industry since 1978, Pew reports that professionals in politics, government and at companies are taking their story right to the public. While I've seen the effects of shrinking newsrooms on the quality of beat reporting, as Slate's Matthew Yglesias argues, we've never had more or better information at our disposal-the channels are just changing and sadly affecting the economics of the traditional media industry. But what does this new world in which there's more news-but less people writing news for the traditional news organizations that our clients so adore-mean for public relations pros? Here are a few thoughts: 1) Find compelling stories. Regardless of whether you're pitching a reporter, drafting a Tweet or penning prose for your client's corporate blog, the story must be interesting and newsworthy. With fewer reporters, be sure you have stories that are timely, significant, in proximity to the papers readers and include a human interest element. 2) Know your audience. When I was a reporter at a financial magazine, I vividly remember getting an email pitch about a new Goody brand hair product. My readership was chief financial officers and the like-many lacking hair themselves in fact. I still hear my friends at community newspapers complain about pitches they get with no local angle. This applies to the publication's readership and the audience your client seeks to reach as well. 3) Respect reporters. More jobs in PR and less in newsrooms make journalists' time more precious. Reporters are inundated with pitches by email, tweets, probably even text-so always respect a reporters' time especially if they're on deadline! By Kate Plourd, Senior Account Executive at Solomon McCown & Company