Do PR pros over-rely on media relations?

How people consume news keeps changing. Whether you reach consumers in digital pubs or on social media, this pro suggests that PR move further away from traditional media relations.

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Media relations has long been a PR core commodity.

Recent stats, reports and general consumer behavior however, suggest this might be changing.

Consider how the following have affected media relations:

Investment in content marketing continues to rise. According to Click Z, many chief marketing officers reported that content was their biggest expenditure last year, accounting for 13 percent of their budgets. This was followed by digital advertising (11 percent), traditional advertising (11 percent) and analog physical activities (11 percent).

Content partnerships with major media outlets are also increasing in popularity. For example, Netflix and The Wall Street Journal teamed up to create the series “Narcos.” This partnership told the story of Pablo Escobar and the Medellin cartel from a business and economics point of view. For more examples, click here.

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