Media Relations

Media relations refer to the mutually beneficial relationship between

journalists and public relations professionals.

They are able to reach large audience without high costs.

Developing a strong relationship with journalists, bloggers and content

writers who may be eager to hear what you have to say can provide
your client with invaluable access to the public.
Mass Media is the preferred channel for reaching out to the public
because audiences view media coverage as more credible than
traditional advertising or promotional efforts.

Media relations specialists usually connect with the media world on a

daily basis.
Importance of Media Relations
1. It enables the organization to get its message multiplied.
2. It will lend wings to reach the organization as its business stories will reach
the public at local, regional, national as well as the international levels.
3. Larger discussions.
4. Can draw the attention of parliamentarians.
5. Business leaders
6. Enables corporations to communicate the culture and persona of a
complex organization.
7. If journalists are encouraged they always hunt out good in-house stories
and turn them to the company’s competitive advantage.
8. Higher Credibility
9. The cost of coverage in media is lower in comparison to the advertising
cost.
10. Business Coverage
11. Please their audience.

Sources of Media Information

1. Population census- Conducted every 10 years
2. Annual Economic Survey- This provides an industrial survey, based on
SEC (Socio economic classification), Income and Occupation, etc.
3. India- Year Book
4. INFA ( Research on Print Media)
5. Audit Bureau of Circulation( Research on print media)
Media relations may be described as a process of public relations to achieve
maximum media coverage as a measure to create knowledge among the
target audience and gain understanding towards Organisational goals,
Products, Services etc.
The objectives of media relations include improving better relations with
media organisations and media persons, conveying messages to the target
audience through media, creating better understanding between
organisations and the public stakeholder.
Building Effective Media Relations
1. Polish Your Pitch- Take the time to have your pitch in writing, and
dedicate a blog post to it so that you can send press and media
professionals to it via links on social media.
It is always a good idea to have at least three different length pitches written
out –small, medium, large.