No two journalists are the same, so for public relations and communications professionals looking to partner with a reporter, it's increasingly important to understand them on an individual level. That means getting to know what they cover, the specific challenges they face, and if they're writing for multiple publications. The latter is becoming ever more likely, with more than 1 in 5 (22%) identifying as a freelance or independent journalist in Cision's 2024 State of the Media Report.

With significant news and media layoffs in recent years, the number of freelance and independent journalists is only going to rise. According to FastCompany, more than 21,000 media jobs were lost in 2023 – the highest (excluding 2020) since 2009, when more than 22,300 jobs were cut, and 2008, when 28,800 jobs were cut.

As industry jobs vanish, journalists are not only turning to freelancing, but also independent platforms like Medium, Substack, and podcasts to connect with audiences and establish a personal brand. They're in the creator economy and competing with traditional media and influencers for attention – but what does this mean for PR and comms teams seeking to work with them? Read on to find out more on what makes freelancers tick and how to approach building relationships with them.