Media relations are becoming increasingly relevant and are increasingly deemed necessary, holding a core strategic communications role. But this significance can be given as social media is the tool par excellence that promotes the forming of opinions on various topics. And, to be part of the political agenda later on, running inside the media system is another one of the aims that organizational leaders strive to accomplish.

 

One of the tactics pursued by public relations practitioners is to build a constructive interaction with the media, and this is connected to the news media by going to the local level. In maintaining a healthy cultural climate, a healthy partnership with the media will prove to be a powerful ally. "The media reports on the information, issues and problems that produce relevant news." [The media is conducive to anything with newsworthy value].

 

A crucial part of our work is respecting the media 'awareness of how to work for each medium, create content for them, meet their style criteria, meet post-deadlines and interest their viewers.

 

Relations with the media occupy a central role in public relations, according to Chief Kotie, since they act as facilitators monitoring the knowledge that flows in a social environment to other audiences."

 

Much has been said about the hostility amongst journalists and public relations, but the fact is that "newspaper editors and publishers, on the one hand, and public relations, on the other, need each other" as Dennis Wilcox puts it.  The media needs content and ideas from sources in public relations, and experts in corporate communications use the media as a place to view their content. "As with all audiences with which a company has partnerships, the public relations professional must also consider the current media."