The 21st Century Media Relations blog aims to explore the issues and changes around the evolution of the American news media and how those changes effect the practice of media relations. It’s written by Jon Greer, a former journalist and PR professional who provides media interview training and coaching to corporate communicators.

Media business models are in flux as traditional media companies try to come to terms with the impact of the Internet and social media on their businesses. Meanwhile, new media business models are emerging on the Internet, mainly in the form of blog-based media outlets.

Despite this upheaval, however, the business of media relations is changing less dramatically. For starters, the major media, whether it’s print newspapers, magazines, TV or radio, are still the dominate way people get news and information. Secondly, since blogs and other online media are so small and diffused, a placement in a major media outlet is still usually most desirable form of mass media placement.

There’s no discounting the impact that social media is having on the wider practice of PR and communications, and on media relations as well. But in this blog, we’ll focus on how to work with journalists — whether they are bloggers, podcasters, traditional media or some hybrid — who are primarily trying to make a living at some form of journalism. We’ll pay less attention to those who are using online or other communications tools for another reason (such as marketing, entertainment or social networking).