Currently on Our Minds: Is Media Relations Dying?

This thought-provoking statement was recently raised at #CommsCon19 and it got Clementine Communications headquarters thinking about the evolution of the media industry and the shift from traditional PR to a more integrated digitalised version of what it once was. Does this mean it’s dying or simply growing?

We came to the same consensus as that of the panel, media relations is not dying but rather thriving with more outlets than ever before the scope is even stronger to bridge the relationship between brands and consumers. Dona Bouloud summed this up brilliantly in her blog post pulling out the key elements of the conversation that supported our own thoughts, where Alice Klein, head of media at Shelter, stated “that journalists have less time to dig into press releases and so they have higher standards when checking their quality.” We at Clementine Communications have seen this first-hand. The competition is ever increasing, and the standard of news has to remain relevant and accurate. Ultimately, it all comes down to the trust experts give each other, concluded Jennifer Ogunleye, PR manager for KPMG.

Clementine’s motto therefore is that in every new media creation there is increased opportunity for brand recognition and rather than looking at media relations as a dying art we prefer to look at it as an ever-growing opportunity to make our clients shine!

A few of our favourite quotes from the panel can be found below:

1, “Just because we have more tools doesn’t mean we should put down our key weapon, which is media relations.” – Katie Watts, PR and communications manager, MoneySavingExpert.com

2, “At the start of each campaign, a research analytics team should identify who are the right people to engage with.”– Richard Griffiths

3, “PR professionals have to connect the dots between everyone, externally and internally.” – Jennifer Ogunleye, PR manager, KPMG

4, “Cision’s latest State of Media Report suggests that earned media is still very valued by audiences.” – Alice Klein, head of media, Shelter

Find full article by Dona Bouloud here.

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