What is Media Relations? Explaining the Basics and 5 Key Points to Lead to Success
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Building strong relationships with the media is essential for corporate public relations activities. However, many public relations representatives struggle with concerns such as, “Our press releases don’t get turned into articles very often,” or “I don’t know how to build relationships with reporters.” The key to solving these issues lies in “media relations.”
This article provides a comprehensive explanation of media relations, covering basic concepts, specific activities, keys to success, and important considerations.
What is Media Relations?
Media relations refers to all activities that a company or organization undertakes to build and maintain long-term, positive relationships with newspapers ・television・magazines・web media, influencers, and KOLs (Key Opinion Leaders, who have expertise and a significant influence on consumers’ purchasing decisions) and various media outlets and individuals. The goal is not only to disseminate information, but also to understand the needs of the media and build mutually beneficial communication.
◾️The Importance of Building Good Relationships with the Media
The media has a significant influence on society. In particular, “television” (90.1%) is the most used source of information across all generations, followed by “the Internet (provided by businesses other than television, newspapers, and radio)” (89.2%). By being featured in the media, a company’s or product’s recognition increases dramatically, and it gains social credibility.
In fact, a survey asking about the credibility of information revealed that 63.4% of respondents considered “television” to be “trustworthy,” indicating that it still has a strong influence. Unlike advertising, information is disseminated through the objective perspective of the media, a third party, making it easier for consumers to perceive it as highly reliable information. Building good relationships with the media on a regular basis is extremely important in order to realize effective information dissemination.
◾️The Difference Between Media Relations and Media Promotion
A term often confused with media relations is “media promotion.” Let’s understand the difference between the two in order to develop an effective public relations strategy.
Media promotion is positioned as one specific action within the larger framework of media relations. In other words, the effects of media promotion are maximized when based on solid media relations.
◾️Why is Media Relations Gaining Attention Now?
With the spread of the Internet, the number of media outlets, including Web media and SNS, has increased dramatically. As the amount of information that consumers are exposed to continues to grow, it is becoming increasingly difficult for companies to deliver their information to their target audience. The value of disseminating information through reliable media is relatively increasing, and the importance of building relationships with the media, i.e., media relations, is being re-recognized.
Specific Activities in Media Relations
Media relations consists of a wide range of activities. Here are some of the most common activities.
◾️ Press Release Distribution
A press release is an official document used to inform the media of new developments at a company, such as new products and services・event announcements・management information. It is the most basic activity in media relations. Rather than simply sending information, it is easier to catch the reporter’s eye by relating it to social concerns or incorporating an engaging story.
◾️ Holding Press Conferences and Informal Press Gatherings
Press conferences are effective when announcing particularly important information, such as the launch of a new product or the start of a large-scale project. Gathering many media representatives in one place and allowing them to directly experience the product or service promotes a deeper understanding. In addition, small-group informal press gatherings are valuable opportunities to build closer relationships with reporters and exchange candid opinions.
◾️ Conducting Media Caravans and Individual Pitches
A media caravan is an activity in which public relations representatives directly visit media editorial departments to provide information and make sales pitches. On the other hand, an individual pitch is a method of individually proposing information tailored to the interests of a specific reporter. Both are effective methods for conveying information more deeply and enthusiastically to the target media and reporters.
◾️ Preparing Press Kits and Fact Books
A press kit is a set of materials that contains information that reporters are likely to need. It includes a company profile・logo data・related photos・past press releases, etc. A fact book is a more detailed background document that summarizes the company’s history, performance, market data, etc. By preparing these in advance, reporters can write articles quickly and accurately, reducing the burden on the media.
Five Key Benefits of Media Relations
Focusing on media relations brings many benefits to companies. Here, we will explain the representative 5 benefits.
◾️ Benefit 1: Cost-Effective PR Can Be Achieved
Publicity, which is when a company is featured in an article in the media, differs from advertising, which involves paying for a placement slot. If you can gain publicity through media relations, you can deliver information to many people without spending money on advertising. This is a significant benefit, especially for startups and small and medium-sized enterprises with limited advertising budgets.
◾️ Benefit 2: Increased Corporate Recognition and Brand Image
As media exposure increases, so does corporate recognition. By repeatedly appearing in the media, it is possible to establish a position as an expert, such as “this company for this field.” Being reported in a positive context also greatly contributes to improving the company’s brand image.
◾️ Benefit 3: Gaining Credibility Through Objective Evaluation by Third Parties
Media coverage includes the objective perspective of a third party, such as a reporter or editor, which increases the credibility of the information. This works favorably in consumer purchasing motivation, selection of business partners, and recruitment activities.
◾️ Benefit 4: Leads to Increased Employee Motivation
It is a great source of pride for employees when their company is featured on television, in newspapers, or in Web news, which leads to increased motivation for their work. Feeling that one’s work is recognized by society increases engagement and contributes to the revitalization of the entire organization.
◾️ Benefit 5: Useful for Crisis Management (Crisis Communication)
Corporate activities sometimes involve the risk of negative events such as scandals and accidents. In a crisis situation, if you have built a relationship of trust with the media on a regular basis, you can quickly and accurately communicate the company’s official views to society. Media relations plays an important role in preventing the spread of misinformation and minimizing damage.
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Five Key Points for Successful Media Relations
There are several important keys to building effective media relations. Here, we will explain the essential 5 elements for success.
◾️ Key 1: Deeply Understand the Characteristics of Each Medium and Reporter
It is difficult to connect to results by providing the same information to all media outlets. It is essential to conduct “media research” to deeply understand what kind of readership each medium has and what kind of information they are looking for. Furthermore, if you can understand what fields individual reporters are interested in and what articles they have written in the past, you can take a more personalized and accurate approach.
◾️ Key 2: Provide Information with Social Value
The media is looking for information that is beneficial to society and that readers and viewers are interested in, not just corporate advertising. When disseminating your company’s information, always have the perspective of “What value does it have for society?” You will be required to tell a story in a larger context, such as how your company’s efforts contribute to solving specific social issues or how they create new trends.
◾️ Key 3: Continue to Maintain Contact Through Regular Information Dissemination
The relationship with the media does not end once it is built. It is important to constantly make the media aware of your company’s existence by continuing to disseminate information regularly using press releases, SNS・owned media, etc. Even when there is no major news, try to maintain continuous communication, such as providing comments on industry trends.
◾️ Key 4: Keep in Mind Prompt and Sincere Responses
Reporters are always pressed for deadlines. Responding to inquiries and interview requests from the media as quickly as possible is the basis of a trusting relationship. Even if you cannot answer immediately, it is important to first inform them and provide an estimate of when you can answer, demonstrating a sincere attitude. It is also important to collect information within the company on a regular basis and prepare a system that can respond to sudden requests.
◾️ Key 5: Build a Cooperative System Throughout the Company
Media relations cannot be achieved by the public relations staff alone. Cooperation from management and on-site employees is essential for responding to interviews. The key to success is to inform the company of the importance of public relations activities and build a system in which all departments cooperate. By creating a mechanism that constantly gathers new information from each department, it becomes possible to disseminate more news.
Three Strategic Considerations in Media Relations
There are several points to keep in mind in order to avoid damaging good relations with the media. Here are the particularly important 3 points.
◾️ Do Not Provide Information That Is Biased Towards Your Own Advertising
Press releases and information provided should not be full of your own advertising slogans, as in advertising. The media values objective facts and social significance. Information that is heavily promotional is avoided, and repeatedly sending it may damage the company’s credibility. Always remember to provide “news that is valuable to society.”
◾️ Do Not Interfere Excessively with the Content of Articles
After an interview, the media has the editorial authority to decide what the article will be like. With the exception of obvious factual errors, you should avoid making excessive demands that impose your own convenience, such as “I want you to treat it more prominently” or “I want you to delete this part.” This is seen as infringing on the independence of the media and can cause a deterioration in relations.
◾️ Comply with Rules Such as Copyright and Portrait Rights
When providing photos or videos to the media, be sure to confirm that copyright and portrait rights of the subject have been properly obtained. In addition, when “reusing” articles and photos published in the media on your company’s website, you must obtain permission from the media. Unauthorized use constitutes copyright infringement, so follow the rules set by each medium and take appropriate procedures.
Reference: Copyright Text -2025 Edition- Copyright Division, Ministry of Culture
Conclusion and Next Steps
Media relations is a steady activity to build long-term relationships of trust with the media. It is not just about disseminating information, but also about understanding the characteristics of the media, providing social value, and building up sincere communication. By putting into practice the activities and keys to success introduced in this article, you will greatly contribute to improving corporate recognition and brand value. Let’s regard the media not merely as a means of transmitting information, but as an important partner connecting society and companies, and build good relationships.
Building media relations requires continuous relationship building and a strategic approach. SUNNY SIDE UP leverages its extensive media network and track record to strongly support your company’s information dissemination. Would you like to maximize your exposure opportunities? If you are considering an effective media relations strategy, please contact us.
