For too long media relations has been identified by quantitative measurements between organization and local media. When the news placements are down, the organization becomes concerned about a stale effect of public perception. When a negative story appears, the organization becomes concerned about a sliding effect of public perception. When an organization is engaging the media, placements are thoughtful and targeted. When an organization is engaging the media, negative stories can be tempered.

The public’s perception is built over long-term exposure through the media. Having a relationship with the media will not insure positive coverage of a negative story. Thus it is more important to engage the media for effective positive media exposure over the long run. It is not enough to have a “relationship” with the media. To engage them is to know what they want and to garner favorable placement based on engaging their needs.