Evolving Media Relations Strategists: Media Planning for the Future

With all the tangential elements that have been adopted by the communications function, it's easy to overlook one of its founding tenets: media relations. Couple that with the

fact that media relations is no longer as cut and dried as securing print coverage, and you're faced with a tough reality--that your media relations plan now must contain

everything but the kitchen sink (and sometimes even that). How can you develop the most strategic media mix--and budget accordingly--in these times of disintermediation and

audience fragmentation?