About role of media relations in public relationsPeople often get confused with the terms, ‘Media Relations’ and ‘Public Relations’ as they seem to exude similar meaning but in reality, are two different terms. Many professionals do not understand the correct usage and end up treating these expressions in the wrong context. This blog post provides an outlook on what is the significance of Media Relations in Public Relations and how the former is different from the latter.

Media Relations is a cutting-edge tool through which organisations maintain a good rapport with different media like Print, Electronic and Digital in order to earn credibility and publicity in an indirect way. News items related to a company, when published in a reputed newspaper or presented on Television or on a news portal have more credibility than any direct form of selling like advertisements or brochures. Although the indirect form of communication is more credible, it poses certain challenges for organisations which are not always easy to overcome.

Building efficient relations with media persons is referred to as Media Relations. It is imperative for informing the public about an organisation’s goals, future plans, product launches or significant milestones. It assists companies in maximising their media visibility and saves them from spending a huge amount of money on advertisements.

On the other hand, Public Relations (PR) is a broader concept that encompasses the entire ambit of relations between a company and its various stakeholders including the media, opinion makers, consumers, investors, the government, shareholders etc. PR deals with every fine detail of a company’s larger perception and brand identity.

Public Relations in Media

The thin boundary between media and public relations is slowly diminishing due to the advent of the internet that connects people and consumers across the world. If the Public Relations mandate solely deals with building relationships with the media and enhancing press coverage, it can be referred to as Media Relations.

Media Relations on its own does not necessarily directly engage with the public and the other stakeholders.

Public Relations in Media deal with augmentation of media visibility and building strong leadership positions for brands in the market. Top PR agencies ensure this by keeping tabs on every mention that is made of a brand and by making sure every time their client is referred to, it is done in the most influential and positive manner possible.

Managing Media Relations

For efficiently managing relations with the media, Public Relations professionals have to be creative and out-of-the-box thinkers. Gone are the days when just making press releases, taking interviews and maintaining relations with journalists was good enough for building robust brands. Owing to the current complex scenario, PR professionals have to be adept at strategising, crisis management, planning, counselling and communicating. Besides this, an unparalleled expertise and commitment is required in order to manage the Media Relations of organisations.

Media Relations experts help their clients keep up with emerging trends in their industry and ensure that the crucial organisational communications are present at the most visible and significant places in traditional and digital media. They also establish brands as thought leaders in their specific realm with carefully strategised positioning in media stories.

PR Services make optimal use of world-recognised brand building tools such as engaging and well-researched content, public and media events, creative and tactical campaigns, conferences, media relationships, digital presence etc.

While ‘public relations’ engages directly with the public at large, ‘media relations’ focusses on visibility in traditional and new media. They are both the building blocks that help in creating an unmatched reputation for organisations in the market.

Also read: What Does a Public Relations Firm do?

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