Media Relations in the digital age

by Aïda Michelle Lopes

Media we get from other people, exchanged through social connections, to create a distributed discussion or community”, defines social media. Back in the time of the Roman Empire, they would use scribes to send communication and make copy of letters they sent and or received to share with people of their network. Meet the ancestor of the Retweet. Nowadays, sharing information is something that is incredibly easy for us with platforms like Facebook and Twitter. Welcome in the new age of social media where the fence is virtual and we don’t need a scribe anymore to share our information wide, just a keyboard and a track pad. Like with every change, this one came with the need to adapt and evolve. In that case, we have to adapt the way we share information about our brand: meet the new age media release.


What is it?

The digitization of media means that every information that a company shares need to be in a format that makes it easy to format for both print and digital platforms. gives this definition of a social media release “a social media release should contain everything necessary to share and discover a story in a way that is complementary to your original intent; but, the difference is, how they find it and the tools they use to share and broadcast. Social media is one big extension to the web, except it promotes voices, along with content, in a way that focuses on people and their social networks.


How to write it?

We’re in 2015, it’s safe to assume that most journalists and magazines have a website and social media accounts. Every information they received will be scanned through a couple of lenses “is it relevant to my print audience?” & “is it relevant to my digital audience?” being two of them. Communication professionals need to make sure that the information they share makes it through these and is written in a format that’s interactive and original in order to grab the journalists’ attention.


How to share it?

Not only is there a need for a change in the way the release is written, the way it’s presented also needs to adapt and become more digital. On top of being shared by email, the release needs to be present on the World Wide Web too. Having a company blog where the relevant (and understandable) for all publics information is an effective way to make sure that if a journalist is looking for that information they can find it through Google. Sharing the media release on the Canadian Newswire is a way to have it online and to possibly create new relationships (if a journalist you didn’t know previously found it, liked it and reached out to you for additional information). On top of that, it’s also possible to create a virtual media kit for journalists to find all the relevant information about the new service/product. The possibilities are endless.


If there’s one thing the rise of digital revealed it’s the need for creativity. Communication professionals have a multitude of ways to share their information digitally in order to reach their target audience. Now they just need to find the one that makes the most sense for them and be great at it.

2 thoughts on “Media Relations in the digital age

  1. Phil A.

    I like how you decided to go all the way back to the time of the Roman Empire to provide an example of the old ways information was ‘retweeted’! I also like the quote that you referenced in your “What is it” paragraph, especially the part about how social media “promotes voices”, which is something that we have seen may not have been as prevalent in traditional media releases. Good post Aïda!


  2. I love your intro! Going back to the roman empire and describing how social media evolved is really catchy and makes me want to read more. Your choice of the position for “read more”, while a technical element, is spot on in my opinion, just makes me want to press read more after seeing that question. I find your tone very easy to follow and intriguing at the same time and your sub-headers are making it an easy flow. Good job!


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