As a former journalist, I understand how to balance the media’s need for headlines with a corporate need to tell the story in the right way. Traditional and social media can help companies get their message out to build reputation, but they can also channel information that damages reputations. Having a media relations strategy is essential for organizations of all sizes to ensure the right approach to dealing with the media. Whether proactive or reactive – a media relations strategy is essential to building understanding and those all-important relationships with journalists.