What is meant by Media Relations?
Most people interchangeably use the terms of public relations and media relations but doing so is incorrect. Media relationships refer to the relationship between a company or organisation and reporters, whereas public relations extend the relationship to the general public beyond the media.
Media Relations at Prohibition PR
At Prohibition we pride ourselves in delivering high-level, strategic media relations campaigns for a wide range of clients as part of our PR Services. This is why we are Prolific North’s PR Agency of 2019 and winner of their Best Integrated Campaign of 2019. We have also recently won the CIPR’s Outstanding Consultancy of the Year 2019-20.
In short, if your brand or business has news to announce, we’re the right team to deliver it. Our passionate PR team is experienced in crafting creative regional, national and international media relations campaigns across a range of media types, including print, radio, TV and social media, and delivering it with verve and zeal to our extensive list of contacts.
Our highly-skilled team are experienced copywriters, able to create copy that sparkles. Whether it’s consumer or corporate-focused, your brand’s messages will be delivered to the right people, in the most impactful way possible.
Media relations are essential for companies looking to increase visibility in the media and are crucial when securing press coverage. Here you can read more about the importance of strengthening relationships with journalists and how our team can help.
What is media relations?
Media relations uses the press to generate public exposure by building relationships with the media. It helps to inform audiences of the client’s achievements, stories, or even its existence. When using the press as the communication channel, it allows us to target stakeholders by using what they are already reading, watching or listening to. It is also extremely valuable since journalists (editors or reporters) become third party endorsements by promoting businesses, people, products and services.
What’s involved in media relations?
Media Relations involves working with the media to inform the public in a positive, consistent and credible manner about the mission, policies and practises of an organisation. This typically means coordinating directly with the people in charge of producing mass media news and features. Media relations are aimed at maximising positive coverage in the mass media without directly paying for it through advertising.
What is the difference between media relations and PR?
The difference between public relations and media relations can be confusing. Even PR professionals sometimes see them as synonyms. As more channels of communication develop, the lines between the two are more blurred than ever and the terms are used interchangeably. However, there are specific characteristics that separate PR and media relations.
The role of media relations in PR
Organisations often compile what is referred to as a media list, or a list of potential media outlets that may be interested in information about an entity. The media will consist of thousands of publications in magazines, newspapers, television and radio stations. Therefore, when a “newsworthy” event takes place in an organisation, a media list can help to determine which media outlet may be most interested in a particular story.
Working with the media (on behalf of a company) helps create brand awareness, as well as interacting with a targeted audience. This enables both large and small target audiences to be reached and helps build public support and improve an organisation’s public opinion. All this is achieved through a wide variety of media and can be used to facilitate two-way communication.
When might an organisation reach out to the media?
- Launch of a new product/service
- Initiation of new factories/offices
- Financial results
- Organisation sponsored events or awards
- Launch of organisation promotional campaigns
- Recent disasters, strikes or organisational closures
- Awards/accolades for the company
- Visits from company dignitaries/celebrities
- Involvement in local/community activities
- Community engagement
Our media relations services include:
- Technical and trade copywriting
- Press release and feature writing
- Media coverage audit and key messaging analysis
- Journalist liaison
- Fast response press office
- Reactive media statement drafting
- Regional, national and international media relations
- Creative PR stunts
- Press house tours
- Strategic B2B campaigns
- Product launch events
For an informal chat to discuss any of the above, please feel free to call us on 0113 430 4160 or email us at firstname.lastname@example.org
What are the benefits of media relations?
Third party endorsements
One of the main benefits of media relations are the credible third party endorsements. These are more effective than direct forms of advertising or marketing and are important when building and maintaining a reputation for your business, product or service. It will be easier to secure press coverage if there is a long term working relationship with a journalist, as opposed to a journalist who is being pitched to without a prior relationship. This is important for businesses because their name will be promoted to their audiences and the media channels they choose to consume.
Control over your story
When securing press coverage through media relations, you also have control over your story and narrative, meaning there is an opportunity to reinforce the message and image you are trying to build and develop through advertising, communications and marketing.
Nowadays, with the spread of ‘fake news’, trusted content sources are more valuable than ever. If you invest in media relations and provide a reputable source of information, your brand can become the ‘go to’/expert within your industry. Having a relationship with a journalist may mean the journalist will contact us from time to time, asking for new stories, articles or comments. This can be extremely valuable when establishing your brand as a reliable and knowledgeable source. If you are a respected and reliable contributor, reporters are more likely to ask you for that information.
Grow your audience
For smaller or new businesses, key coverage can boost your audience growth faster. Getting featured in any publication may be the first needed push. If you are a new start-up, your press coverage may appear in a small publication, however it can still reach thousands of people who may be interested in your brand.