Media Relations

How PR professionals cope with this media transformation affects brands and ultimately the bottom line. Even the definition of media has changed: No longer does it refer to journalists from established media companies—some which have ceased to exist, while others are down to bare-bones resources.

The new media landscape, and how PR professionals cope with this media transformation, affects brands and ultimately the bottom line. Even the definition of media has changed: No longer does it refer to journalists from established media companies—some of which have ceased to exist, while others are down to bare-bones resources.

While the press release is still considered a key vehicle for delivering news to the media, PR professionals are using them for much more in the digital age, according to a new study that examines PR professionals’ perceptions of press releases, and their motivations to using them as part of their communications platform.

Best practices for writing and targeting that time-hallowed news offering—the press release

How two different brands are using Twitter for their media relations efforts.

Writing for the Web requires an innate expertise that diverges from writing for traditional media. Following are a few guidelines:

The reports of newspaper’s impending demise have been greatly exaggerated. The most hallowed of traditional  media can still be an effective tool for PR campaigns.

This year’s finalists for PR News’ Nonprofit PR Awards raise the bar for doing well by doing good. The following winner and honorable mentions in the media relations campaign (over $50,000) is no exception to the rule.

According to a survey of more than 400 communications professionals conducted by PR News and BurrellesLuce, the two most important media categories that help execs attain their goals are print and broadcast (38% and 24%, respectively), with social media coming in fourth at 15%.

The question is not how to engage and build relationships online, but how to determine the best mix of traditional and social media in outreach efforts.