This article originally appeared on PR Daily in April of 2018.
It’s not always easy to befriend the so-called “media beast.”
Some reporters can be disagreeable, difficult or even despicable at times. Some journalists view PR practitioners as untrustworthy flacks or empty mouthpieces preaching the company gospel.
Nevertheless, all PR pros should be mindful of the human element in media relations to foster more positive press—now more than ever because fewer PR pros are honoring it. In the modern digital age, some millennials rely too much on social media and electronic communication alone. They would rather converse with reporters via Facebook than meet face-to-face.
However, one of the most crucial aspects of mastering media relations is fostering mutually beneficial relationships with key journalists. Hence, the word “relations” after “media” to encapsulate this overriding point.
Maybe there will always be generational differences in communications strategy. Nevertheless, practicing effective media relations should always involve proactively reaching out on a personal and professional level.