Most PR executives will know only too well that the amount of specialist business trade publications has fallen off a cliff. Many follow the same grim process, moving from print to digital only, then cutting staff numbers, before attempting paid-for coverage only or a paywall, then sadly folding. Local newspapers are faring even worse and many of the national newspapers have whittled down their specialist reporters in areas such as technology to a minimum. In short, there’s a decreasing pond of journalists that more and more PRs are fishing in. You could argue that the best stories, intelligently pitched by skilled agencies, will still win out. Unfortunately, journalists, as they will often tell you, are increasingly time-pressured. This means media relations is increasingly becoming a game of pot luck. Interesting, complex stories that require time to explain get short shrift. Smaller businesses with a great story to tell lose out to more mundane stories by household names. Even more precious column inches are taken up by easy-to-produce, Twitter-comment-based articles.