Media relations is an essential tool in public relations, but can easily be misunderstood. Many organizations assume it’s as simple as sending a press release or hoping the local news station will show up at your upcoming event. In reality, media relations is an ongoing strategic process.
Before we clear up a few common misconceptions, let’s establish what media relations actually is and how it can support different organizations.
What is Media Relations in PR?
Media relations is the practice of building and maintaining a strategic relationship between a public relations professional and the media on behalf of an organization. The goal is to secure meaningful coverage that positively shapes public perception, credibility, and awareness for an organization. The approach is not just to “get mentioned.” It involves sharing the right story with the right audience, through the right media outlet.
Media Relations Looks Different for Every Organization
The foundation of media relations remains the same, but the goals vary depending on the organization. Below are examples of what media relations can look like in practice.
Nonprofits
Examples include:
- Announcing a fundraising campaign through a press release.
- Sharing volunteer needs through local radio or newspaper.
- Releasing a media alert for an upcoming event.
- Talking about your organization’s mission on a podcast.
- Issuing media statements during a crisis or emergency.
For-Profit
Examples include:
- Announcing a new product or service through a press release.
- Positioning company as an industry expert through interviews.
- Inviting media to a ribbon-cutting at a new location.
- Pitching specific data to a business publication.
- Issuing media statements during a crisis.
Now that we reviewed what media relations is and some ways it is utilized, let’s look at a few common misconceptions about media relations.
Misconceptions
1.“Pitching is a waste of time”
The reality is that journalists receive hundreds of emails a day and most likely delete generic pitches. But that doesn’t mean that pitching itself is the problem. Success comes from targeted, relevant, and newsworthy outreach and relationships.
2. “Media relations is only for large organizations”
Every organization has a story to tell, no matter the size. Local journalists are constantly looking for stories in their own community. That is why we identify what is newsworthy, build relationships with journalists, and share information that is valuable to their audience.
3. “It’s free advertising”
Media coverage could help the buyer journey, but it isn’t advertising. It works best alongside marketing, advertising, and other communication efforts. At the end of the day, journalists write for their audiences, not to sell a product.
4. “Any press is good press”
Not all press benefits an organization. Negative or inaccurate coverage can damage your reputation. This is where a crisis can take hold. That is why crisis communications planning and proactive reputation management are important.
5. “It’s all about who you know”
Building relationships is important and can help PR professionals understand what may be a good fit for specific journalists. However, having a large contact list does not mean automatic coverage. Journalists aren’t looking to do a favor for someone they know. They are ultimately looking to find compelling stories their audience will care about. A great pitch can still be successful without having an existing relationship.
Now You Know
By clearing up these common misconceptions, you can see that media relations is not as easy as an automatic mention in the news. With the right approach, you can build trust, credibility, manage reputation, and build awareness.
If you are ready to earn meaningful coverage and strengthen your strategy, South Shore Public Relations is here to help. Click here to contact us today.
