It’s nice when your own position and convictions are supported independently.We have written many times that traditional media continues to play an important role in thought leadership, reputation management and improving understanding, despite the emergence of any number of additional and effective alternative channels.So it’s rather satisfying that our media relations approaches have been further supported by independent research, the latest being the Telum 2021 Asia Pacific Communication Survey. https://www.telummedia.com/public/news/telum-asia-pacific-communications-survey-2021/6zlqnx7nleIn the recent Telum research, 80 per cent of the communications leaders throughout Asia who participated, said that traditional media is the most trusted form of information. The Executive Summary recognises that as a result, there is pressure to achieve more coverage in these communication channels.Respondents also said that the best way to pitch to journalists is through personal email or phone calls. However, we believe there’s no “right” way, only several “wrong” ways that can work against you.To us, it’s more a question of horses for courses and depends on, among other things, the information itself, the individuals concerned, and even the timing.We believe knowledge of media needs and expectations is critical in deciding the best approach and that for consultants, knowledge of client activities and the industry in which they operate, are essential ingredients in media relations.As the Telum Executive Summary says, the importance of traditional media also makes continued relationship building an important aspect of any communication program.Looking at the Australia and New Zealand (A&NZ) responses, the survey found that traditional media is expected to continue to play an important role in communications strategies this year. In all, 60 per cent of respondents said this media will be important in 2021 and 21 per cent said it will be of more, or significantly more, importance.The survey looked at some of the marketing communications issues that arose during the pandemic in A&NZ. It found that there was a reinforced importance for communications at a strategic level. Thought leadership and brand building were the top objectives for 2021 in these countries.Telum also found good news for external agencies in A&NZ with responses suggesting use will most likely grow in 2021. Although 58 per cent of respondents said they expect use of external help to stay the same, 26 per cent expected it to significantly increase with only 2 per cent expecting a significant decrease.