The Changing Face of Business Journalism – with Chris Maguire: PR in the Real World

Chris Maguire is a well-known figure in the North-West media world. He has his finger on the pulse with everything from journalism and events to new tech in business. As the co-founder of Business Cloud, former editor of the Chorley Guardian, and a recognised ‘LinkedInfluencer’, Chris is well-positioned to offer expert advice. If you’re serious about staying ahead of trends, this episode is a must-listen.

Content is King

It’s clear the media landscape has changed. Print media has taken a backseat, outrage journalism is on the rise and the number of channels continues to grow and diversify. However, the north star for any journalist or content creator is this: people still seek good-quality stories. It’s too easy to get distracted by the changes and the new stuff, and forget the fundamentals. Stay curious and focus on the quality of your content.

Why PR must adapt

The era of PR agencies getting by issuing press releases has long gone. Everyone recognises that but what are the latest trends?  Hyper-local is one we keep hearing about.  If your client is local then go local – micro websites and newspapers are surviving and filling the void left by old-school regional press. Who knows, a podcast might be the best approach. What you need to do is fully understand where your (sometimes niche) audiences are and use the right channels to reach them.

Is LinkedIn the real deal?

Chris is an influencer with a small i, and while he’s not expecting an invite to the next season of Love Island, he’s doing something right on LinkedIn. He says his approach is a no-brainer. As a free tool to promote the content he creates to a sizable communications network it’s a must. Making an impact on a saturated platform like this is not always easy. But Chris’s advice is simple: be authentic, always add insight and post consistently. Follow this method and you too might become a Linkedinfluencer!

PR from an editor’s perspective

In Chris’s line of work, he sees poor-quality press releases too often. What annoys him most: PR professionals who aren’t focused when they pitch stories. A story needs to be strategic, relevant, and aligned with the publication. Editors want to feature content: they welcome it but only if it resonates with their readers. Chris’s tip: focus on building relationships with the right editors and publications, and then pitch stories that are a natural fit.

Advice for young PR pros

Chris’ advice for young people entering the world of work is straightforward: find something you love. However, knowing what that is can be a challenge. Chris emphasises the importance of understanding your interests, especially in a time when job demands are constantly evolving.

• Quality content remains essential despite media changes.

• PR must move beyond press releases and target niche audiences through local channels.

• LinkedIn is a powerful tool for content promotion; be authentic and consistent.

• Focus on strategic, relevant story pitches and build relationships with editors.