Gaining media coverage organically is one of the pillars of press relations, and the number of publications is often a key metric valued by clients. However, the pressure to achieve high publication volumes can lead to practices that undermine journalistic credibility and the relevance of communication strategies. One such phenomenon is known as Pink Slime—the rise of low-quality news portals that primarily replicate content from larger outlets without proper editorial standards.

The term, adapted for journalism by American journalist Matt DeRienzo, refers to networks of websites that masquerade as legitimate news sources but produce or automate biased content without rigorous fact-checking. These platforms, often lacking an actual editorial team or journalistic commitment, distort the media ecosystem, creating a false sense of visibility while diminishing the value of credible press work.

Prioritizing media mentions based on quantity rather than quality inflates strategies in a way that can damage a client’s reputation and devalue the role of media advisory. Additionally, this approach fosters unrealistic client expectations, making it seem as though rapid, high- volume coverage equates to strong media relationships in line with press interests.

So how can press offices avoid Pink Slime? Here are a few key tips:

• Prioritize strategic outlets: By focusing on coverage in Tier 1 and Tier 2 media, as well as local and niche publications, press offices build meaningful positioning for the client.
• Curate media lists carefully: Select press contacts based on clear criteria to avoid indiscriminate distribution through automated networks that lack journalistic oversight.
• Adopt meaningful metrics: Shift the focus from the volume of publications to indicators that really reflect impact and relevance. This is a way of favoring results such as the quality of the spaces won and building authority on relevant topics.