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? A new survey conducted by PR News and Medialink delves into the media planning repertoires of the modern-day communications leader, uncovering the most-used media placement tools, the average budget allocation per media type (print, TV, radio and Web) and the importance of said media types to overall communications efforts. (For abridged results, see charts on page 2 and 6; for full survey results, please visit http://www.

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