Media relations for PR departments in 2017 The importance of media research as a PR professional has attained much significance, perhaps never been as important as it is today. The rise of fake news and deliberate misinformation being common in today’s times leads to substantial mutual loss of trust between media outlets and their business sources. While getting your message in front of an interested audience is still valuable, but the players on the news landscape are not the same as they have been.
However, the value of earned media coverage still remains strong, thereby paving the way for a trustworthy news coverage in a bid to step up and seize the spotlight. While the current landscape may seem to be potentially confusing, but if you manage to navigate it, the potential rewards for your company still exists. Re-commit to best practices:In an article on National Law Review on the difficulties that face PR in dealing with media outreach in the era of a fast andcontentious news cycle, which has become the default 2017 environment, Knapp Marketing's Amy Knapp explains that it has been identified that with an endless stream of digitally generated chatter, it sometimes becomes a tedious task to produce actual stories and well-researched