Building relationships with the new media in a cyber landscape

摘要

Clearly, there have been significant changes in many industries because of the new digital age and the introduction of so many forms of new media compared to 20 years ago. The landscape of media relations has been particularly disrupted because the way we communicate is now so different. Social media has had a huge impact on PR and communications. Everyone now is potentially a reporter, with the ability through social media to influence major news coverage and shift perspectives. The way we read the news is different as well. There are many more outlets and people online whom we trust, even if they are not part of the mainstream "trusted" media. In fact, trusted media no longer exists, with the advent of "fake news" and the era of lies and fabrications being on the record as truth. The way PR professionals build relationships with reporters has also changed. It is rare a reporter will now make the time to meet in person. Communications and PR professionals need to pivot and change with the changing times. Those who will be most successful will embrace the new while also holding onto the traditions that allow those in the profession to still build person-to-person, trusted and authentic relationships to tell the stories that matter most to the target audiences.