As the number of communications channels continues to expand, individuals and organizations have almost limitless tools at their disposal to reach their target audiences. These new channels certainly have provided valuable opportunities. However, one tool — media relations — is still among the most important ways to increase awareness and credential a person or company. Media relations has been a stalwart strategy of PR and marketing professionals and remains so today, even despite the changing newsroom landscape. The Pew Research Center’s “State of the News Media 2014” report finds that although staffing levels are beginning to stabilize, newsroom headcounts have dropped double digits in the past decade. Shrinking newsrooms have certainly been tough to watch and the realignment has put more pressure on reporters. This new dynamic also reinforces the importance of strategic media relations. When you’re positioned as a resource, reporters will call and you can showcase your expertise.