3: Communicating with Audiences and Stakeholders

There was a time when public relations (PR) was synonymous with media relations (Grunig & Repper, 1992). If we wanted to indirectly tell a story to our audience or stakeholders, we first had to reach the media. These days, of course, media relations is just one way to publish news and content, and this chapter will look at the multiple channels available to us (Johnston, 2020). That said, media still forms a key element in our repertoire, and building mutually respectful relationships with the media remains a critical part of that PR effort as a way of getting the message out to key stakeholders (Dilenschneider, 2022; Gregory, 2020).