Media Relations Essay

2442 Words10 Pages
Introduction Very few public relations campaigns do not include an element of media relations and many are exclusively so. Handling the media is an extensive topic but is based on three key principles * The effect of media coverage is cumulative and long term * Media coverage in most effective in creating awareness and agenda setting * Effective media relations are based on an intimate knowledge of the media and how they operate. Table of Contents * Media Relation definition. * Key elements of strategically based media relations * Media relations during a crisis * How to improve your media relations skills * Ten things for successful Media Relations Media Relations is the act of involvement with various media for the purpose of informing the public of an organization’s mission, policies and practices in a positive, consistent and credible manner. Typically, media relations involve coordinating directly with the people responsible for producing the news and features in the mass media. The goal of media relations is to maximize positive coverage in the mass media without paying for it directly through advertising. Many people use the terms "public relations" and "media relations" interchangeably; however, doing so is incorrect. The definition of media relations is somewhat narrower. Media relations refer to the relationship that a company or organization develops with journalists, while public relations extend that relationship beyond the media to the general public. Dealing with the media presents unique challenges in that the news media cannot be controlled - they have ultimate control over whether news angles pitched to them are of interest to them or their audiences. Because of this, the ongoing facilitation of communication and relationships between an organization and the news media is vital. Working with the media
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