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Deidre Woollard is a featured contributor to The Definitive Guide to Public Relations in a Shifting Media Landscape.

Here's the complete contribution:

The bigger question isn't how public relations will evolve, it's how media will evolve. The two businesses are inextricably linked. I would say that the biggest trend is that stories must either contain video or be able to be turned into a video.

Over 78 percent of people watch videos online every week and that number is only going up. The more multimedia content you can provide, the better. Reporters don't have time to do a lot of digging, if you can't provide great data (and provide charts and graphs visualize that data) then they aren't interested.

Popular news outlets are adapting to video by adding a video into stories or turning a written story into a video slideshow. More outlets are also using Instagram stories and Facebook Live to share videos.

As a PR person, it's important to understand that some of your pitches may become ephemeral content which can be frustrating for clients. While relationships still matter in PR, we are seeing an increased reliance on services that connect reporters and sources and deliver content with less human interaction.

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