Media Relations and How to Save It

If I tell you that the media relations landscape is a complicated field of uncertainty, I think I’d be understating the obvious. Those reading this probably aren’t new to the fact that as more shared vehicles emerge and paid support becomes expected, the earned media space has been on the receiving end of a lot of this change.


But in an industry rooted in public opinion, we’ve come to expect the need to evolve our operations and approach regularly. So, earned media isn’t what it used to be. It’s time to bury our what-if’s and but-why’s and focus on what’s next.

In the recent months, I’ve attended several PRSA Meet the Media events, and I’ve heard directly from the source exactly what many of us have dreaded hearing. So the question is… what are we going to do about it?

I’ve outlined a few trends below that I’ve noticed and some predictions I expect for this sector, as well as how public relations practitioners will need to react in order to continue driving media results in a narrowing market.

What are some trends you’ve seen in the earned media category, and how do you recommend energizing traditional approaches to generate coverage?

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