Media relations has always been a challenge for PR practitioners, in particular those who don’t specialize in the art. They simple key to media relations, is in my view – the ability to craft viable relationships with media as part of a long-term strategy. It takes commitment and deep understanding of the newsroom, reporters deadlines and the requirements of the press and then match/align those with your own goals. Sometimes it works, and sometimes it doesn’t.

But, for everyone who has ever had a c-suite exec ask why something hasn’t been picked up by the Times, the Post or other major’s you have to wonder do they know what the game is and how it’s played? In your downtime, it may be helpful to help educate your colleagues and your executive team about media relations and how the game is played, what resources are required and the differences between proactive and reactive media relations.

If that doesn’t work, I encourage you to share this video with them about how journalists can sometimes make something out of nothing. Thanks to The Onion for this gem.

Breaking Story So New Reporter Literally Has No Information