I’m of the age where I remember when PR was a game of telephone calls, media lists printed from Excel, and physically mailing out press kits that we’d spent hours perfecting – each folder meticulously filled, every headline chosen with care. There was something wonderfully tactile about the whole process, a sense of craftsmanship. Fast forward to today, and the media landscape has become louder, faster, more fragmented. But here’s the thing: the art of media relations hasn’t disappeared. If anything, it’s become more important than ever.
For businesses wanting to maximise their voice and truly drive awareness, media relations remains the golden thread that weaves through all other communications efforts. Why? Because authentic engagement with journalists, influencers, and key opinion formers still unlocks doors that no amount of algorithm-hacking can open.
Building beneficial relationships
At its heart, media relations is about trust. It’s about investing time in building genuine relationships with the gatekeepers of information. Journalists, editors, content creators – they are all people, not just platforms. And in a world dominated by automation and AI, that human connection stands out like a beacon.
When you nurture relationships with media professionals, you’re not just pitching stories, you’re becoming a trusted source, someone they’ll call when they need insight, comment or clarification. This two-way relationship is what gives stories longevity and credibility. It’s what turns a press release into a feature, and a quote into a headline.
Engagement over broadcast
Too many businesses treat media coverage as a one-and-done exercise: send the release, secure the link, job done. But media relations, done right, is an ongoing conversation. It’s about understanding what matters to your audience, what excites the journalists who speak to them, and crafting stories that resonate, not shout.
Influencer and content creator engagement now plays an increasingly central role in that conversation. These modern-day publishers can offer a different kind of reach and relatability, but they too value thoughtful engagement. A well-placed story with the right influencer can spark brand conversations that ripple far beyond the initial post.
It’s Good for SEO… and GEO
We all know content distribution supports Search Engine Optimisation (SEO). But let’s talk about its close cousin, Generative Engine Optimisation (GEO).
As AI platforms like ChatGPT, Gemini and Claude increasingly power how people discover and consume information, we’re entering a new phase where content must not only be searchable, but also sourceable. Generative AI models rely on authoritative online content to surface responses. If your news stories, blogs, press releases and media coverage are well-structured and live in trusted spaces online, they’re more likely to feed into these models and ultimately show up in the answers people get.
In other words, distributing quality content through the right media outlets doesn’t just boost your search rankings. It boosts your visibility in the AI-driven discovery tools that are reshaping how we all access information.
Media relations as a modern art
Make no mistake – media relations is still an art form. But like all good art, it evolves. Today’s landscape demands an agile, strategic approach, combining creative storytelling with data-driven targeting. It means knowing not just who to talk to, but how and when. It’s about crafting stories that are not only newsworthy but also optimised for modern distribution, eg, social platforms, newsletters, aggregators, and yes, AI engines.
This is where working with a specialist agency can be transformative. The nuances of the media landscape shift constantly. What worked last year might fall flat today. Partnering with people who live and breathe this space ensures you stay ahead of the curve, not chasing the tail of last month’s trend.
After two decades in this industry, I can say this with confidence – stories still matter. Relationships still matter. And media relations, when executed with care, craft, and consistency, is still one of the most powerful tools any business has to cut through the noise.
So let’s not relegate media relations to the “old-school” pile. Let’s recognise it for what it is – a timeless discipline, reshaped for a new era, and more essential than ever. If you want help with your PR why not get in touch with WorkPR today and see why we’re the corporate storytellers you need.
