The evolution of media relations in Belgium: from press releases to earned media

Media relations in Belgium have undergone a structural transformation over the past decade. While press releases once formed the backbone of PR strategies, they are no longer sufficient to secure consistent, high-quality media coverage.

Earned media has become the new standard.

From press releases to editorial value

Journalists today are confronted with an overwhelming volume of information. In this crowded landscape, only organisations that provide genuine editorial value manage to stand out.

Modern media relations are built on:

• a deep understanding of editorial priorities,
• relevant and well-timed story angles,
• content that serves the audience rather than the sender.

Backstage Communication explores this shift in detail in
the evolution of media relations in Belgium.

Earned media as a strategic foundation

Earned media is not about distribution, but about recognition. It results from credibility, expertise and relevance established over time.

Its strategic advantages include:

• increased trust among stakeholders,
• stronger brand reputation,
• long-term digital visibility.

Unlike paid communication, earned media remains discoverable, searchable and shareable long after publication.

The impact of digitalisation

Digital media have significantly amplified the role of media relations. Online articles continue to generate value through search engines, professional sharing and ongoing visibility.

This shift requires a refined approach to language and messaging, as outlined by Backstage Communication in
keywords beyond SEO.

From tactical outreach to strategic discipline

Leading organisations now approach media relations as a strategic capability. They invest in:

• long-term journalist relationships,
• data-backed narratives,
• alignment between PR, reputation and SEO.

Media relations have evolved from a tactical activity into a long-term value driver.

Conclusion

The evolution of media relations in Belgium clearly shows a move away from volume-driven communication towards relevance and trust. Earned media rewards organisations that consistently deliver editorial value and credible expertise.

Backstage Communication supports organisations in building modern, strategic and future-proof media relations.