3 ways to get superior media relations

As journalism changes, so do the ways media relations pros should connect with journalists. To keep up with today’s I-want-it-instantly news milieu, one PR pro offers tips.

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Media relations has changed.

We’re overrun with blogs. We have too few print publications. Everybody (organizations included) is a journalist or a content channel. Remember when a hit in The New York Times or a win in BusinessWeek or a well-placed piece in a top trade magazine made the phone ring? Now the coverage that jingles your cell phone is likely a crisis; your lawyer is calling to renew her retainer.

But I digress.

There are too many media platforms, too many channels and too many amateur journalists for media coverage alone to make an effect. And that ringing phone—is it a legitimate business lead? I doubt it.

That bylined article this morning on Forbes.com? It’s already old. The Q&A that ran in CIO? The technology used by the page editor will soon be obsolete. The Q&A already is. The explainer you just posted to Slideshare? Tomorrow, someone will explain it anew and bump you to page three.

Like much personal technology, media coverage comes with built-in instant obsolescence. Exaggeration or not, we’re in a huge hurry to imagine the next headline, the next content, the next graphic or visual. Our jobs have never been more challenging—or more full of opportunity.

The landscape is complicated and cluttered. It’s on you to clean up this mess. Here’s how:

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