And now that social media is so prevalent, many PR pros wonder how it fits into the formula.
An infographic from Cision has some answers. It illustrates how journalists in the U.S. use social media and view their relationships with PR pros.
For example, only 25 percent of journalists prefer to be contacted via social media. Thirty-three percent prefer the phone, and a whopping 82 percent prefer email.
But journalists do use social media for their jobs. Here’s how: