Las nuevas relaciones con los medios: En un mundo de comunicaciones directas, ？es necesario hacer media relations?

this article corresponds to chapter xi of the book the horizontal revolution - the power of the communication into people hands, presented by the end of 2009 in the faculty of design and communication of the university of palermo. its authors - alberto arébalos and gonzalo alonso-reflect on keys to understand changes in the form in which the brands, companies and politicians are related and communicated with the consumers, clients and voters. this chapter, approaches the challenge of public relations and media relations management, using a series of tools that empower and renew traditional tools, from a new emergent relational culture. it refects on the optimization of press releases, on systems like rss that multiply the reach of corporate news; and on the expensive news releases videos that now with a smaller cost, can reach bigger audiences.