Have you ever wondered how organizations end up in headlines, and what PR has to do with it? PR professionals and journalists both work with stories, but they approach them from different angles. Although the roles differ, the relationship between the two is strong and intersects through media relations. We’re here with all the behind-the-scenes you need to know!
Media Relations
Public relations and media relations go hand in hand, but they aren’t the same thing. Think of PR as the bigger picture. It is the strategic management of an organization’s reputation and relationships with all audiences. Media relations is a specialized part of PR. It focuses specifically on building relationships with journalists and news outlets to gain earned media coverage. All media relations are PR, but not all PR is media relations!
Journalists Role
To understand media relations, it helps to recognize the other side of the relationship. While PR professionals can represent organizations and help share their stories, journalists have a different responsibility. They research, write, report, and share news and information across print, digital, and broadcast media. Journalists often look for stories that matter to their audience, whether they are timely, local, impactful, or otherwise newsworthy.
Where PR and Media Come Together
PR professionals may reach out to journalists and share a story about an organization’s milestones, awards, new initiatives, celebrations, or industry expertise. For organizations wanting to get their story covered, this matters because audiences tend to trust third parties as credible sources.
Media relations can help create opportunities and gain earned media coverage for organizations, but we don’t control what journalists choose to cover. Over time, we get to know the media, learn who covers what, and what they find useful. Our role is to share relevant, newsworthy information, help tell an organization’s story, and build relationships with the media.
Crafting a Message
Knowing what to send to the media matters as much as the news you share. A journalist’s mailbox fills up every day with pitches, press releases, and media alerts, and each piece has a purpose:
- Media pitch: A personalized message that shares an organization’s story and explains why it may be of interest to a specific audience.
- Press release: An official document that presents a specific news angle to journalists, reporters, and other members of the media. The purpose is to share newsworthy information about an event or news item in a way that helps secure media coverage.
- Media alert: A compelling invitation to media outlets. It announces an upcoming event or news item. The purpose is to provide the information a reporter needs to determine whether the event or opportunity is relevant to their coverage.
The news matters, but so does the strategy behind how each is written and when it’s sent. Media is fast-moving, and even a few days can make a difference in how relevant a story feels.
Supporting Media Inquiries
Media relations isn’t only about reaching out to the media. PR professionals also help organizations with media inquiries. Reporters will often reach out seeking a spokesperson, a quote, or additional information for a story. When that happens, we can respond quickly with information. We can also help organizations anticipate conversations and communicate clearly and confidently.
Protecting your Reputation
Earning media coverage is important, but so is proactively protecting what your organization has built. When negative media coverage occurs, PR can ensure that your organization communicates appropriately. Additionally, when questions arise about a sensitive topic or when information is inaccurate, a PR team can help clarify the facts and provide context.
Relationships Meet Storytelling
Media relations is much more behind-the-scenes than sending an email, and this was just a brief look into it. At the end of the day, PR professionals and journalists have different roles, but their work can collaborate in meaningful ways. While not every news story begins with a PR effort, media relations can help organizations communicate their news and create opportunities beyond that.
At South Shore PR, we help organizations communicate their stories through media relations and connect with key audiences. Learn more about our services here or schedule a consultation today.
