My Organizational Communication Master’s class discussed media relations last night. It was enlightening. Most all of the students are working practitioners attending night classes to earn their Master’s degree. Their media relations experience runs from none at all to their major job responsibility.
I ask this question of and for them: In the world of Web 2.0, what constitutes an effective media relations program? What are its components? What are the characteristics of a well-managed media relations program these days?