Back To Basics: Why Media Relations Is Still Public Relations’ #1 Problem

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?