Media relations is the PR discipline of maintaining mutually beneficial relationships with journalists, in the hopes that one's organization is (favourably) covered in the media.
Move over, media relations; it's time for technology relations. If your PR is mediated by technology—be it the web or social media—it's time to cultivate your TR skills.
Just like media relations, this is about ensuring a mutual beneficial relationship with a mediating audience. However, unlike in media relations, this audience isn't sentient; it's a series of web servers and algorithms that decide if and when your content gets found and served.
Just like it's a good idea to make it easy for reporters to help you, you want to help technology help you, by helping it help others find your stuff.
The easiest way to start is by adding metadata to your web pages, blog posts, PDFs, and images.
In the next weeks, I'll be covering technology relations tips for several digital media channels in more depth. Let me know which one you'd like covered first in the comments.