Why does the media still matter to those in public relations?

What will be an ideal response?

Their audiences can become your audiences. Although you can both exist on the same digital plane, websites associated with traditional media powers have a much bigger reach. Their credibility can become your credibility. Although people distrust certain news channels, they generally trust the news media more than they do corporations. Your understanding can become their understanding. Public relations practitioners attempt to persuade audiences to see a topic or a situation in a particular way.