In an era of independent media, how important are press relations?

Press relations have long been the cornerstone of strategic communications for political parties. But, in an era of independent media, press relations, which used to be about managing contacts with journalists, has undergone a significant transformation. With the proliferation of smart phones, the way we access news and information changed significantly.

Instead of debating the need for press relations, the focus should be on how to navigate the current media environment. This involves building connections, doing crisis management, providing expert commentary, and crafting narratives tailored to the complexities of our digitalised media sphere.

Defining new media 

From niche blogs and citizen journalism platforms, to influencers on social media, podcasts and platforms like YouTube, information sources have expanded beyond TV, newspapers, and radio. In an 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 in a public that is often overwhelmed with information.