So, You Think you’re a Media Relations Expert…

By Julie Kraft

You’ve got a big event coming up and want media coverage. Easy, right? Just write a press release—or better yet, have AI crank one out—and blast it to a few newsrooms. Done.

(Please note, all em dashes have been used intentionally. IYKYK.)

If only it were that simple.

As a college instructor in media relations, I can tell you: this field is built on relationships, not just releases. Do you know the local reporters—what they cover, what they care about, and how they like to be pitched? Do you know the producers, editors, or the assignment managers who decide what gets airtime? What about the social media influencers shaping your community conversations?

Beyond writing, media relations is about access. Do you have the right email addresses, cell numbers, or even an idea of who’s on shift or deadline when your story hits their inbox? Newsrooms are constantly changing—reporters move markets, beats shift, and yesterday’s contact list might already be stale.

Then there’s timing: not just what you say, but when you say it. Send a release at the wrong time, and it’s likely to get buried. Send it at the right moment, and you increase your odds dramatically.

Media relations is part strategy, part storytelling, part science. It’s about understanding the ecosystem—why some stories get picked up and others don’t—and crafting a pitch that actually cuts through the noise.

So sure, ask AI to write your release. But if you’re serious about results, don’t leave it to chance. Invest in someone who knows the players, the platforms, and the pressure points. Someone who’s built the trust, understands the timing, and knows how to make your story matter.

Because in today’s crowded media landscape, it’s not just about what you say—it’s about who hears it, and who helps you get it there.