Here at MHW PR we're very much of the view that media relations
and its important role in the PR mix never went away. However,
perhaps it's had a makeover and change of clothes.
If anything, in a multi-channel world the need for good,
experienced-based media management has never been greater. Many
organisations and companies remain too paranoid to properly engage
with their customers and online their content and comment is often
too vanilla to matter.
Engaging, newsworthy or insightful comment - the stuff
experienced PR hands have been producing for decades - is suddenly
in even greater demand.
The channels to market may have changed; along with local,
national and specialist print and broadcast media, we're now
looking at blogging, social, YouTube and emerging platforms. But
strategic fundamentals don't alter.
Experienced communicators still need to consider which media
channel is the best route to influencing a client's audience.
Perhaps this was easier in the past than today when there is a rich
variety of media to consider and assess. But once again, it should
be remembered different media are simply tools for us to reach
groups of people on behalf of a client. Which does the job
The tools have altered; some of the tactis of the past have
changed; for instance, getting journalists out is not as easy as it
once was; but now, in certain business and consumer sectors, the
blogger is the new 'journo' and they are the ones we're developing
relationships with. The media and the way it behaves has altered.
Traditional journalists are having to adapt - but they still all
want great content to engage with their readers, viewers, followers
In the swirl of communications overload, people will gravitate
to trusted sources of information. Experienced PR people will still
need to build relationships here and the key way to do that will be
providing content, content, content.