When most people hear the words “public relations,” they associate it with generating media attention, or publicity. To be sure, media relations is in fact one of the core tactics of what public relations practitioners do; however, there are many additional opportunities to raise your personal or organizational visibility beyond garnering headlines and news clip books.
Public relations has moved beyond pitching stories to reporters, producers and bloggers and subsequently capturing news articles. The opportunities for media exposure are simply not as available as they used to be. According to Pew, daily newspaper circulation has decreased 30 percent over the last three decades. The number of nightly news viewers in the United States is down from 60 million to 20 million over the last 10 years.
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