But even these "traditional" media do not stand still. Digitalisation and the increasing financial pressure on media houses and editorial offices bring new challenges and opportunities that are changing the way media work is done. Anyone who wants to place their content is called upon to continually adapt their work to new events and the changing requirements of journalists. Strategies, relationships and skills are needed to ensure that journalists receive what they are interested in and that the messages are delivered to the target groups both online and offline. And it needs content, properly prepared and professionally communicated.

Preparing topics individually
The be-all and end-all of successful media work is to provide journalists with what interests their readers. To do this, it is necessary to analyse the target medium and readership in detail and then to build the story around an appropriate "hook": Daily and news magazines want to tell news and unusual stories. Trade magazines want expressions from the jargon, concrete facts and figures. Regional media write stories on the same topic with protagonists known to the local population.

Quality in the right form as door opener
Digitization has changed the media landscape forever. The shrinking budgets of editorial offices have increased the demand for high-quality content. In addition to the above-mentioned knowledge of the needs, this also requires a consolidated journalistic craft. Whether a topic is taken up or not also depends on the material and the form of the content. After all, online editorial offices prepare information differently and think cross- and multimedia-based.

Being attentive and fast - the right timing counts
Today's flood of information shortens the attention span of the readership per message. How can the upcoming opening ceremony of a new branch or news of a company be made palatable to the editorial media nevertheless? By jumping to topics that are also being discussed outside the organization with the help of constant monitoring. This requires a sure instinct for hot-topics and sensitivity for the right story. Spontaneity and flexibility are a must, because long decision-making processes can lead to missing the right moment.

Cultivate relationships and recognize needs
Journalists are not opponents, but partners. Only those who know their counterparts can respond to their needs, interests and hardships and act accordingly. A well-maintained network is the cornerstone of any successful media work. In this way, in a dynamic media landscape, not only those media can be used in a targeted manner where the content itself can be determined, but also those that stand for quality and independence and enjoy a high degree of credibility.