ABSTRACT
Media relations is one of the core disciplines in public relations and corporate and organizational communication, and it is often one of the most visible and impactful. But it is also one of the most difficult for senior management to understand. Those leaders who master it often use the media both as a partner and a tool to communicate their agenda. There are many other configurations of the media relations function. The most effective functions are those that fit the strategic and operational needs of their organizations. But to succeed, the function must be closely linked to the company’s executive leadership team, integrated and well coordinated with all communications functions, regardless of the structure or reporting responsibilities. Nevertheless, it is important that the media relations person take substantial responsibility for the news that appears. The media relations professional’s job is to manage the company’s engagement with the journalist in ways that ultimately benefit the company or are, at minimum, fair.
