Evolution of Media Relations

Believe it or not, there was a time back in the day when some journalists liked to get info by fax.

Over the years, in educational sessions we run for our staff at Fusion PR, I have emphasized that as times change, so do media preferences and the tools we should use to communicate with the press.

A number of years back (and still to this day) most reporter profiles in Bacon's cite email as the preferred mode of communications.  Email is easier to ignore, of course.

These days email seems broken; everyone is suffering from overload - especially the media - making it increasingly harder to break through and get email pitches noticed.

The positive side of this is that PR pros are being challenged to write crisper, more compelling email pitches with headlines that pop.  And yes, some reporters do actually save and file email pitches and occasionally surprise you with an inquiry.

On the other hand, I think email these days is increasingly the easiest way for lazy flacks to not get the results they are looking for.

So what are some emerging alternatives?  One way is through social networks, as I have blogged about (see Have you Friended a Journalist Today?)

These days, it is also increasingly possible to get the media's attention through the blogosphere.  This can mean writing a blog post, and mentioning the journalist.  Most people who blog track what is being said about them online.

Another way is to comment on their blogs, as many journos these days either have their own blogs or blog under their employers' brands.  Doing this does not preclude other methods of interaction of course - phone, email, yes, even fax (zigging when others are zagging is a time proven way to break through).

Connecting with journalists in this way could change your next email or call from a cold one into a warm one.