Why and how you should keep working on media relations

Despite the changing journalistic landscape, establishing and maintaining rapport with members of the Fourth Estate is a crucial aspect of successful PR. Consider these insights.

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Is there still value in cultivating media relations?

Given the rise of social media and digital marketing—combined with the demise of newspapers, massive staff cuts at traditional media outlets and the repeated bashing of journalism—some have proclaimed the “death of media relations.”

Not so, savvy PR veterans say, asserting instead that media relations has evolved.

“Media relations is not dead; on the contrary, it is essential to the success of public relations programs,” says Kate Finley, founder of Belle Communications. Media relations can increase awareness, help increase sales and promote key messages, she says.

“It’s also just plain sexy,” Finley adds. “Clients still love seeing their name in local, trade and national media outlets—especially when they receive feedback from their network as a result.”

The stigma of “fake news” might persist in muddying the waters of the popular consciousness, but sophisticated audiences will depend on reliable sources, heightening their value in a sea of misinformation, says Jade Faugno, vice president at Intermarket Communications.

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