Ready, Train, Fire: Preparing to Face Traditional & Citizen Journalists

Media relations is a prime component of public relations, but it largely encompasses proactively engaging journalists to get coverage. When the tables are turned and communicators (or their clients) are in the media spotlight answering questions rather than pushing messaging, a Pandora's box of different challenges and opportunities opens up. "Getting your message to the right media is a bigger challenge than ever," says Ken Capps, VP of public affairs for Dallas/Fort Worth International Airport (DFW). "There are tighter, more frequent deadlines, diminishing resources and more pressure to break news. While [this means there are also] more opportunities for placement, it's harder to get reporters' attention.

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