7 Media Relations and Press Releases
Media relations is one of the most visible and essential functions in public relations. Building relationships with
journalists and understanding how to craft newsworthy content are critical skills for PR professionals. This chapter explores how media relations works, what journalists need, and how to write effective press releases.
What is Media Relations?
Media relations involves building and maintaining mutually beneficial relationships between PR professionals and members of the media. It’s about more than just sending press releases—it’s about understanding reporters’ needs and collaborating to create timely, accurate, and interesting stories.
Why Media Relations Matters
Media coverage helps organizations build credibility, share key messages, and reach broader audiences without paid advertising. Positive news coverage can enhance reputation and influence public opinion. However, gaining media attention requires strategy, research, and respect for journalistic standards.
How Journalists Work
To succeed in media relations, PR pros must understand a journalist’s perspective. Journalists value:
– Accuracy: Factual, reliable information.
– Timeliness: Stories that are relevant right now.
– Newsworthiness: Stories with impact, conflict, proximity, or human interest.
– Clarity: Clear and concise communication.
– Access: Prompt replies, quotes, and relevant contacts.
PR professionals can support journalists by providing well-organized materials and anticipating follow-up questions.
The Press Release
A press release (also known as a news release) is a written statement distributed to the media to announce something newsworthy. It provides journalists with the information they need to write a story.
Structure of a Press Release
Press releases typically follow the inverted pyramid format and include these elements:
– Headline: A clear, compelling summary of the story.
– Dateline: The city and date of the release.
– Lead Paragraph: The 5Ws (who, what, when, where, why) and how.
– Body Paragraphs: Background, context, supporting facts, and quotes.
– Boilerplate: A short paragraph about the organization.
– Media Contact: Name, phone number, and email for follow-up questions.
Tips for Effective Press Releases
To write a strong press release:
– Use AP style (Associated Press) when possible.
– Keep it brief—ideally one page.
– Include a strong quote that adds insight or credibility.
– Avoid fluff or promotional language—stick to the facts.
– Include multimedia elements like images, logos, or links when appropriate.
Beyond the Press Release: Other Media Tools
In addition to press releases, PR pros often use:
– Media Pitches: Personalized emails suggesting a story idea.
– Media Kits: Collections of press materials, including fact sheets, images, and bios.
– Press Conferences: Live events to announce major news or respond to crises.
– Media Lists: Up-to-date databases of relevant journalists and outlets.
– Press Rooms: Website sections where all media content is available.
Building Relationships with Journalists
Long-term success in media relations depends on trust and professionalism. Build relationships by:
– Being responsive and helpful
– Respecting deadlines
– Providing useful, timely stories
– Avoiding spammy mass emails
– Following up politely—but not excessively
Conclusion
Media relations remains a powerful part of public relations. By understanding journalistic needs and mastering tools like the press release, PR professionals can secure positive media coverage that informs, persuades, and enhances credibility.
