The traditional form of media relations has become all but redundant in our current high-information, low-attention world. Journalists’ time and attention have become preciously scarce commodities, causing traditional press releases, press conferences, traditional events and those good old “have you seen my mail” calls to miss the mark more often than not.
So where do we go now? Despite this evolution, traditional press remains an extremely interesting and influential third-party endorsement partner for businesses. What has been presented as Media Relations 2.0 – simply adding on a digital component – has clearly missed the mark as well. I believe that, by examining the evidence at hand, changing our expectations and adding some intuitive, creative thinking, we can continue to maximise the effect of media relations.”
During this Lunch & Learn session, Jeroen Gaudissabois, Consultant at Porter Novelli, will talk about how to work with media and build effective relationships with one of the most important stakeholders in the PR world. Jeroen supports a wide range of clients in engaging with the stakeholders who matter most to them by matching each message to the most relevant channel. On twitter he is @jgaudiss
| Porter Novelli