Media relations has been defined as: “those activities that involve working directly with persons responsible for the editorial (news and features); public service; and sponsored programming products of mass media”. In this light, it becomes apparent that while the principles of media relations remain the same throughout the ages, the tools and applications that communicators use in the modern era are rapidly changing.

In the attached paper, we look at the following key elements of the changing media/communications landscape, and the inseparable reciprocal strategic relationship of these elements:

•The state of media consumption – a global view;
•Integration into communications;
•General communication trends;
•Barack Obama - social media case study;
•The business of new media; and
•Measurement and Campaign evaluation – outputs, outtakes, and outcomes.

Click on the attached PDF to view the white paper in full.