Super Bowl opportunities, advantages of radio, more

Beth Krietsch
PR Week
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Media relations

What should I do to keep up with the many significant changes in the media landscape?

The past year has brought immense changes to traditional media, including thousands of layoffs at top-100 papers. Journalists today can also be found using Twitter, blogs, and other mediums to interact directly with PR pros, says Eric Hill, president of MyMediaInfo.

"These changes, and the increasing methods for communication, have made it very difficult for a publicist to build relationships," he notes. "A major challenge for every publicist is to identify who are the key influencers within their vertical market."

If you don't understand how a journalist prefers to communicate, your chances of greater coverage suffer. Hill recommends identifying the key journalists within your field and then studying how they communicate. For example, do they have a blog or a Twitter account?
"Without proper planning, a great deal of time and effort can be wasted," he notes.