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?

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