Suzanne K. Dawe

Media relations is an art form that has certainly evolved over time. Long gone are the days when we would spend hours printing, assembling and mailing press kits (although that old-school tactic just might catch a journalist's attention nowadays.) 

 

But some elements of media relations -- like the need for quality content and a prudent (yet speedy) response -- are more important today than ever. To be effective, we must identify the publications that matter, know their content inside and out, tell interesting stories, be available and responsive, and develop relationships with the journalists who cover our industry so they come to us when they need a quote or expert opinion.

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Over the years I've managed successful media relations efforts for numerous clients. From nation-state cyber threats to the opening of NikeTown Denver, my proactive media campaigns have generated significant attention. In the case of the Alzheimer's Association, my work to promote an annual fundraising event helped generate a large crowd that brought in more than $1 million.

One noteworthy project on the reactive side occurred when I managed a barrage of  media inquiries after my company completed a high-profile, politically charged project, and our expert was called to testify about the work on Capitol Hill.