1) Traditional news releases and media relations still has value but it is diminishing quickly.
2) Mobile is big and growing bigger. At a minimum, nonprofits have to make sure their web sites work at least decently on mobile devices, and increasingly nonprofits would probably do well to actually optimize their sites for mobile.
3) Figuring out how to successfully feed stories into the new aggregators may matter more for getting traction than individual journalist relationships or any of the effective old media strategies. And those relationships will be tougher and tougher to maintain given the huge staffing cuts and staffing turmoil in the journalism industry (which nonprofits have been experiencing firsthand for a long time, as media lists grow stale more and more quickly).