A Web of Interaction: Advocacy Is Essential to PR

Ask anybody to define the media, and they'll probably name television, newspapers, even the Internet. But we can't be bound by traditional definitions of media. To PR
professionals, the media include every medium that connects with people. Advocacy groups are particularly important "media." Consumer, government, professional and allied
healthcare groups often share common interests with each other, and with corporations. People trust these organizations and they are as important to PR as the evening news or the
morning paper.