Do you sometimes feel like the rules are changing faster than you can keep up with and they’re passing you by? You aren’t alone! 
Don Bartholomew recently wrote a post where he states, “While traditional media relations will continue to play a role in public relations programming, its importance and impact is shrinking…” He goes on to say that, “The best PR programs today take a broad, holistic view of the various avenues to engage with customers and prospects – traditional media, social media, community involvement, grassroots events – and attempt to do so in ways the customer/prospect respects and prefers.” He then quotes the declining numbers of newspapers.
Traditional media relations and pitching are changing but not as fast as some would like you to believe. I recently read a post where the tally shows there were more (Canadian) magazine launches than closures this past year. And historically, all the best PR programs have used a variety of means to get the word out. When I worked at Shandwick (now Weber Shandwick) as long ago as the early-mid ‘90s (yes I’m that old) we pitched the print and broadcast media as well as planned and executed community grassroots events.
A good, solid PR plan still typically begins with a media database such as BurellesLuce Media Contacts but definitely doesn’t end there. New social media may offer you many additional pitching opportunities today but don’t dismiss traditional print media just yet!
What avenues are you using to reach out to the media? We’d love to hear your feedback.
