Media relations

It has been over 100 years since the first non-advertising agency, employed in communications (»Press agency«, USA), was established. And media relations are still wrongly considered as a synonym for public relations, although they are just one portion of corporate communications, just like internal communications, investor relations, customer relations etc. Truthfully, they are of great importance, since their effects are instantaneous and long lasting.

Nowadays, more and more organisations recognise that media relations are extremely important not only for success of the organisation, but also for its very existence. Media are increasingly strengthening their role as public opinion creators. Every single day new media appear. It’s a clear signal to organisations that media took their role as informants seriously and that journalists exercise it locally, too. This is what justifies their existence.

Media relations do not prevent journalist’s harmful writing or hide the organisation from the public eye, as some wrongfully expect. Media relations are one of the most developed spheres of PR activities. They appear as soon as the organisation is formed. They are a planned, goal directed and most importantly, a measurable process. They offer organisations, strategists in practicians a wide array of tools, which is, due to new technologies, constantly expanding. The profession is increasingly demanding and appreciated.