Press relations are not a distribution process. Organisations that contact journalists only when they need coverage miss the full potential of long-term media relationships.
Relevance before reach
Not every story is right for every publication. Careful selection and clear framing are more valuable than an indiscriminate mailing list.
Reliability as a foundation
Effective media relations mean presenting information transparently, making the right people available and remaining helpful even when your own organisation is not the focus of the story.