Media relation and its qualifications

Media relation is a very important part of PR. It involves working with various media for the purpose of informing the public of an organization’s mission, policies and practices in a positive, consistent and credible manner.

To establish sturdy media relations a PR practitioner should possess the following qualifications.

MEDIA WRITING SKILLS

 A PR department of an organization involves a lot of writing work. It consists of press releases, journals, brochures etc.

MANAGING MEDIA EVENTS 

 Media management is an art. Understanding the limitations is very important. A PR department should conduct activities like, press conference and media visit/tours. Media events include press releases also.

·         In an organization during a press conference a cross section of invited journalists interact face to face with the company’s director or spokesperson, which can also be the CEO or some other high authority or position in the company.

·         A media tour is an excellent method to achieve PR rule #1: forge strong relationships. From a tactical perspective, it's about meetings with targeted press and analysts in one or more geographical regions when launching a new company, product, or service. But strategically speaking, communicating one-on-one is the best way to build relationships of mutual respect and interest with the press and analysts whose articles, reports and recommendations influence your company's key external audiences.