Media relations hasn't gone away, but it has changed as media has multiplied and evolved. There are more outlets to monitor and pitch, including your own self-publication platform.
Even the press release has managed to survive in a faster-paced, highly segmented media world, but it also has assumed new shapes and purposes.
The overlapping crazes of social media and content marketing have lost some momentum here and there, but they also are adapting and adjusting.
So the key is not to arrange eulogies for positions and tactics. Instead, be alert for change and learn how to capitalize on new circumstances. Most important, concentrate of delivering quality, useful information with sharp story hooks, which remains the hallmark of attracting media attention