It’s an exciting time for media relations. In the ever-changing online world, there are new, creative ways to communicate instantaneously. Consumers are rapidly gaining control of the various lines of communication and demanding companies maintain a constant online presence. How do we stay relevant and lead strategic communications programs?

First, let’s get rid of all our media descriptors. It’s not traditional vs. social media or old and new media – it’s all media relations. We need to increase our expertise in all areas.

Second, let’s not just tweet because it’s the hottest method at the moment. Let’s first determine how best to achieve our clients’ objectives, identify our key audiences and then recommend which channels of communication will most effectively deliver results. For example, Pizza Hut has strategically employed social media to achieve its goals of engaging consumers and increasing sales. On the other hand, let’s not have a creative tactic, but poor strategy. Does anybody remember the company behind Elf Yourself?

Third, remember that consumers are now the media. They can influence our purchasing decisions quicker than a long-lead magazine can roll off the press and become brand evangelists overnight. So remember, the next blogger you pitch could be your next-door neighbor.

Despite these changes, the important rules in media relations remain the same: stay transparent by expressing accountability and maintaining honesty. And, we still need to spend time building relationships – getting to know all media and becoming a valued, trusted resource to each contact.

--Maureen O’Connell, Senior Account Supervisor