It may be the founding tenet of public relations, but that doesn't mean media relations practices are up to par. And what is the biggest problem with this fact? It's not that
PR has finally shed its stereotype of being an irrelevant service, but its media relations practices are threatening that advance. It's not that digital communications are
complicating the media relations landscape. Yes, both of these elements make the problem an urgent one, but here's the kicker: The biggest problem with media relations is that
many PR people still can't get traditional pitches right, so how will they ever make it in the changing world?