In an era of independent media, how much do we rely on press relations?

Press relations has long been the cornerstone of strategic communications. In politics, it is an essential component influencing politicians’ perceptions, election campaigns, and policy endorsements.

In the era of independent media, what used to be managing contacts with journalists has undergone a significant transformation. With everything being available on our phones, the way we access news and information has significantly changed. Instead of debating the need for press relations, the focus should be on how to navigate the current media environment. This involves building connections, crisis management, providing expert commentary, and crafting narratives tailored to the complexities of our digitalised media sphere.

Defining new media 

From niche blogs to citizen journalism platforms, and influencers on social media to podcasts and platforms like Substack and YouTube, information sources have expanded beyond TV, newspapers, and radio. In the era where everyone can be a broadcaster, which is seen as the utmost democratisation of information for some, we recognise a complex media terrain that results to an overwhelmed with information audience.