Undoubtedly, the landscape of traditional public relations has transformed in pivotal ways. It’s now the job of public relations professionals to navigate the broadening of the media landscape. But what’s important to remember is that there’s no one fits all approach to media relations. Let’s unpack some of the elements that might support a coordinated media campaign.
Traditional public relations.
While the definition of terms may be up for debate, there are traditional public relations tactics that can support campaigns. Those tactics include the: press release, media advisory, and pitch.
While these are all great tactics to news sharing, it’s important for clients to remember that the landscape of media relations has changed. Adweek reports that journalists receive up an average of 50 press releases per week—but that’s not the shocking statistic. Journalists spend less than one minute reading the release. Less than one minute. That just does to show, a press release alone is no longer enough.
Media advisories are another traditional tactic in the toolkit. And don’t get me wrong, I’m for the press release and in favor of media advisories that quickly rattle off details to keep events top of journalists’ minds. But in the technology age, it’s imperative to utilize multiple tactics to raise campaign awareness.
Some of those tactics include:
- Influencer partnerships.
- Digital elements.
- Targeted pitching.
If you’re interested in discussing your current media relations and/or exploring opportunities to expand your efforts, inquire above to start the conversation.