Managing media relationships: balancing PR team roles

pr teamA recent article in Forbes emphasized five things a PR team should consider when evaluating PR success. Beyond crunching numbers, the article calls out relationship-building as the most important.

Indeed, striking and forging a healthy relationship with XX on behalf of a brand is golden. These relationships can help PR teams capture coverage, make connections and foster opportunities – the fruits are many.

As PR teams continue to build relationships on behalf of brands, close attention should be paid to the handling and maintenance of each relationship. This is especially true when the “PR team” is composed of agency staff, consultants and actual employees of the brand. Lack of coordination between the team can backfire, destroying a relationship and potentially dissolving any hope for coverage in that outlet for the brand. The following tips will help the team balance roles, fostering healthy relationships with media:

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