The advent of technology has changed journalism forever. There is no doubt that instant gratification is part of today's media world. Getting information and news at a moment's notice is now considered mandatory. Therefore, it is no wonder that business owners and managers expect their PR efforts to pay off instantly as well. Unfortunately, there is no "magic button" that can be pushed to create instant PR.

A cogent PR strategy still employs the basic fundamentals as practiced decades ago. Building and nurturing relationships with journalists is just as much a key element to a campaign now as ever. Certainly, one can now write up a press release and have it distributed worldwide in a flash. But does that release get noticed? Does it get picked up or just hang in the ether?

Getting media attention is only half of the equation. How the media deals with your story is the other half. Your objective should be to create, build and fortify your brand through media exposure. A single fleeting press mention won't get that done.

Consistent communication with journalists, editors, bloggers, and analysts is the only way a company can achieve its long-term PR goals. That doesn't happen overnight, and it won't happen without a persistent effort.

The key to winning today's PR war is to establish credibility, utilize the new tools and technologies available, and spend the time and effort needed to build a media image that delivers value to the organization. It won't happen overnight or with the click of a mouse.