As one of the core disciplines of PR, media relations has traditionally been thought of as the key skill communicators need to spread their message to the widest possible audience. However, the rise of social media and new digital publishing platforms – and the influencers these have created – has changed the face of media relations forever.
This white paper will examine how those working in media relations can adapt to the changing media environment and create effective media relations campaigns. It will explore the tools communicators use to implement their strategy, as well as how to integrate influencers into any media relations campaign.
This white paper will also provide tips from both journalists and industry experts on improving the execution of more traditional media relations techniques. It will also explain how Cision’s database and distribution products will arm you with the tools you need to help you to effectively target and disseminate your pitches.