The Death of Media Relations is Heavily Exaggerated - It's Merely Evolving
Media relations, till not very long ago, was what defined the PR process. Clients thought, with much justification, that the success of a PR agency or consultant was in direct proportion to how well acquainted they were with members of the press across the various beats of journalism.
After all, that is what determined the success of their ability to obtain the all-important coverage they wanted for their products and services. That is why media relations lay at the centre of a PR organisation’s universe.
I remember during my time with a leading Indian PR agency, we were given a weekly budget to take out leading journalists for lunch. The idea was to get to know them in a manner that made it possible to pitch stories to them in an optimal manner.
The rapid growth of the Internet, online and social media has upended the world of PR. The...
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