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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CHAPTER 17GLOBAL MEDIA RELATIONS: Traditional through 2.0

Matthew P. GonringVice President, Corporate CommunicationsJackson National Life Insurance Company

STRATEGY: MEDIA RELATIONS DEFINED

Balance.

This one word best summarizes the challenge for this particular area of public relations management and communications. From delivering your message to key audiences to meeting the requirements of journalists, media relations is an exercise in tightrope walking. In an era of global and networked communications, the difficulty lies in practicing a worldwide strategy while keeping local interests in mind.

Media relations—communicating with the news media verbally or through assorted media channels—must also balance public opinion and transparency with ...

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