Pitch-Perfect Media Relations Gives PR a Head Start in Tough Economy

By Brian Parrish Early in their careers, successful public relations practitioners master the balancing act necessary for effective media relations: reconciling their clients' messaging needs with publications' editorial requirements. Even in the best of times, this is no simple task. But in today's tough economic environment--further complicated by a rapid reduction in the number of media outlets and increased pressure to demonstrate PR's value--effective media relations has become more challenging than ever. According to an October 2008 study released by the Audit Bureau of Circulation, collective newspaper circulation was down 5% from the previous year. This reduction has caused outlets to cut staff, especially in the newsroom.

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