Media Relations: Perspectives on Today and Yesterday

Back in the day, a reporter might have had something else in his or her hand while on the job. What was it? Image courtesy of Freepik.

By Edward M. Bury, APR, MA (aka The PRDude)

First, a full disclosure statement: While I subscribe to various sources of current information and developments within the public relations profession, I don’t always stay too current on the state of the industry. Yes, I gain from interacting with selected social media posts, participating in webinars and in-person presentations, and reading publications like Strategies and Tactics from the Public Relations Society of America. 

But given the amount of industry-focus (and of course, other) print and digital options these days, I frequently skip learning about the latest news regarding public relations. Now, home on a cold and bleak afternoon two days before the end of the year, I decided to allocate an hour or two to catching up with some online sources. 

What really resonated with me was an article originally posted April 2 of this year in PR News. The piece, “When Making Your Pitch, Here’s What Journalists Value Most,” was part of a recap post of articles that address what arguably has been the foundation of public relations for decades — media relations.  Writer Matt Petteruto does an excellent job of supporting his commentary by citing results from industry surveys of journalists and recommending that communicators research online media databases to identify qualified and appropriate reporters to direct the pitch message. 

And, he reiterates the fundamental aspect of solid, effective media relations, which is make sure the reporter you are pitching “is a good fit before you make the pitch.”  This can be considered an elementary factor, but it’s one worth reiterating!

Now, let me reflect further on the practice of media relations, as experienced by yours truly. 

Back in the 1980s, well before digital communications, those of us working at agencies pitched reporters at local, regional and national newspapers, trade magazines, the major wire services, and television and radio regularly.  We wrote pitch letters on a typewriter that were sent via US Mail or in some cases hand-delivered; this initiative was followed up with a phone call; news releases were distributed the same way.

Media targeted were identified by reputation and experience on a specific beat or through the Bacon’s Publicity Checker directory.  What am I referring to? Here’s what a Google AI search found:

• A massive, physical directory (think large books) containing names, titles, and contact info for editors, reporters, and columnists across various media.
• Organized by publication type (newspapers, magazines) and industry (trade, consumer). 

The search results also noted that the Bacon’s directory was a key tool from the 1950s into the early 2000s, made obsolete by online databases.  Every PR agency worth its salt had a Bacon’s — or multiple copies — which by the end of the year looked somewhat ragged through multiple handing by various account teams.  An aside: An eBay search for a Bacon’s did not reveal any results for a copy of the vintage directory, but showed many for collectible items related to the iconic entertainer Chubby Checker.

Personal interaction with reporters comprised one other aspect of media relations four or so decades ago.  By this I refer to inviting the media member to lunch or sometimes dinner and using the time together to make the pitch. Was this practice in violation of any ethical standards? Possibly. Did it happen regularly? Most certainly. 

Let me conclude with this thought on media and media relations. Decades ago, the world did not move or change at the rate it does today; this includes the media. Often, reporters covered the same beat at the same publication or broadcast outlet for years, and possibly decades. Relationships established and nurtured with members of the media could last a very long time.  This may not exist at the same level these days, given the continued decline in print journalism and unbridled rise in digital media. 

Regardless, strategic and effective media relations continues to be — and certainly will continue to be — a very fundamental and valuable component of public relations. A question for those who continue to employ media relations today: Do you ever take an influencer to lunch? 

 

 

 

 

 

Analyzing One Particular PR Trend to Watch in the Year Ahead

Lightbulb image courtesy of the nice folks at Meltwater.

By Edward M. Bury, APR, MA (aka The PRDude)

Let’s start with a full disclosure: I have faced some challenges in the past few months, perhaps years, in identifying and commenting on developments within and the practice of modern public relations.

Why?

Well, for one thing I am employed at an academic institution transportation research unit, a somewhat structured and focused entity that produces technical studies along with others that address subjects that are of interest and relevance to the general population. We don’t engage with influencers or pitch too often to general interest or even trade media.

So, with the March calendar more than halfway completed, I racked my brain for a true “public relations” topic to address. How about “PR trends to watch in 2025?”

Great! But regular readers may recall this January 30 post written following an excellent webinar sponsored by the Public Relations Society of America. (Yes, I am a long-standing PRSA member.) I gained a great deal in terms of insight related to future national and even global developments that will impact strategic communicators.

But, I felt I needed to learn more. I needed to learn more about practical tactics and strategies that I could perhaps apply to my work. A google search led to this excellent report from the folks at media monitoring site Meltwater.

The eight trends cited here certainly are poignant and compelling; some — like incorporating relevant data analytics, personalizing a media pitch, and focusing on authenticity — have for decades driven sound, strategic public relations practices. In the past decade or so, embracing diversity and inclusion, the continued emergence of influencers of all types representing many industries, initiatives that help build awareness for the many challenges we face, and regular and well-executed thought leadership communications continue to factor into strategic campaigns.

That leaves the eighth trend cited here by Meltwater — continued industry consolidation — one I feel compelled to analyze and address further.

Back in my agency days, back before digital resources became the dominate factor across public relations and most professions, there was a “consolidation” of sorts. The small shops I worked for primarily engaged in media relations, then assuredly the dominate tactic, as well as marketing communications and even print advertising in general interest and industry trade publications.

What the trends cited here reveal to me: Public relations continues to be a dynamic, evolving profession, one that reflects the state of the world around us. What’s more, even though I more than likely will not engage an influencer in my current position, it will be to my benefit to fully grasp the role they play in public relations today.

Judging Influencer Relations: Insight Into This Ever-Expanding Practice in Modern Public Relations

Image courtesy of diggitymarketing.com.

By Edward M. Bury, APR, MA (aka The PRDude)

Over the years, I have had the pleasure and honor to serve as a judge for public relations awards competitions hosted by Public Relations Society of America (PRSA) chapters from across the nation. Each year I look forward to this exercise for these reasons:

• I get first-hand insight into the latest strategic communications programs executed by agencies, companies, organizations, and governmental agencies.
• Judging awards lets me contribute to the advancement of the profession by helping to recognize campaigns that demonstrate best practices. 
• Serving as a judge contributes to the continuing education credits I need to maintain my Accredited in Public Relations (APR) credential.

It’s the first of these that is the focus of this post.

A few weeks ago, I participated as a judge for a PRSA Chapter that will remain nameless. Rest assured, it’s not PRSA Chicago, where I’m a member of long standing. To maintain confidentiality, that’s all I’ll say.

Initially, I judged campaigns centered on what assuredly is the general foundation of the communications practice that has evolved into public relations — media relations; and for the record I was very impressed with the strategies, research, execution, and results of the communications plans submitted. 

But as the competition deadline neared, managers asked if I could judge a category of modern public relations that — in all honesty — I did not have a great deal of experience in executing: Influencer relations.  

Let me clarify: I actually have never incorporated influencer relations, a relatively recent communications tactic, into a communications program. In fact, those of us charged with public relations may be at odds as to exactly what qualifies as “influencer relations.” According to this essay from July, incorporating an acknowledge “influencer” — someone who has cultivated a reputation for expertise or understanding of a particular subject, product, or topic mainly through an online presence — into strategic public relations is not a legitimate practice. The author offers some sound arguments, for sure.

(An aside: Back in 2021 I published this post with a perspective on how a post on the popular Nextdoor community site led to an onslaught — well at least for me — of replies, perhaps elevating me to “influencer” status.)

Back to my responsibilities as a judge. In reading the entry overviews, I found that the strategies behind selecting a particular influencer and incorporating that individual’s performance as a way to build awareness were rational and effective. I learned that there are various “levels” of influence. In fact, an article published by the marketing firm Kynship maintains there are 26 types of influencers!  The entries I judged mostly used influencers that can be categorized by the number of followers on Instagram. These ranged from the Micro (5,000 to 100,000) to the Mega (1 million plus.)

My key takeaway from this experience: The practice of public relations continues to evolve by incorporating advancements in technology and human behavior to reach objectives stated within the specific communications plan. 

Clearly, there’s much more I can learn about influencer relations. My recent volunteer judging experience helped open the door.