When the Pew Research Center recently released its fact sheet on newspapers, it painted a rather grim picture of the state of print media. According to the Center’s analysis, newspaper circulation fell in 2014, as did print advertising revenue. At the same time, increases in online advertising revenue was not enough to make up for the loss.

The Center further reported that even though newspaper companies are focused on shifting attention to its digital content, most newspaper readers (56 percent) continue to exclusively read the print products, and 80 percent read the print paper at least some of the time.

If there is a bright side, it’s that the decline seems to have leveled off. The report stated that newsroom employment fell 3 percent in 2013. Compared to the 11 percent decline in 2008 and 6 percent in 2012, that could be a sign that the worst of the cuts in newsrooms is over.

Other bright spots were local TV news, which is experiencing healthy growth, in terms of viewership and revenue, radio and satellite audio, and podcasting, which has doubled since 2008.

As public relations professionals, of course we pay close attention to the state of the media industry. But our clients, who are increasingly becoming content creators themselves, would also do well to remember a few takeaway lessons from the report:

TV is more relevant than ever. If TV is not a significant piece of your overall marketing strategy, it should be. Very early morning (4:30 a.m.) newscasts experienced a 6 percent boost between 2013 and 2014, and midday newscasts had 8 percent growth and the 7 p.m. news viewership was up by a whopping 10 percent.

Newspapers are not dead. Newspapers, while still in decline, are stabilizing somewhat as the decline slows. But even as the newspaper industry continues to shrink, placement in a newspaper is still a relevant PR goal because of the boost such a placement can give your SEO. Google’s algorithm has given more weight to a mention of your organization in an online news story, which increases your relevance in the eyes of search engines.

Consider consumer data when you’re working on your own blog, website and other digital content: For example, the average reader only sticks with one piece of content for three minutes, so your copy should not be dense. Further, video will continue to attract more attention.