by David Landis, LCI President
It’s the new year: a time for high hopes, refreshed energies and renewed perspectives. So, as good PR professionals, we’re always looking for the best ways to communicate our clients’ stories. With social media, digital marketing and new platforms arriving daily, where should public relations experts turn? Predictably, we usually come back to the age-old question:
Is there a future for media relations?
I happen to think that media relations carries authority and credibility with far greater validity than user-generated content. For example, I’ve never had a client say to me, “Can you get me onto Facebook?” Yet we regularly hear, “We want to be in the New York Times.”
Many companies have adopted what Gini Dietrich coined as the “PESO Model,” which reinforces that when communicating to audiences, companies need to utilize all avenues to tell their story: paid, earned, shared and owned. In other words, media relations is a key component.
So is there a simple answer to the question about the future of media relations? Yes. And that answer is that its future is still bright.