Media relations in PR and Its Positive Impact on Client’s Credibility

Authored by Smita Khanna, Chief Operating Officer- Newton PR

In a country where one has 62 recognizable TV news channels and 31 reputed news publications, with these news publications having their city-focused print and online media presence across the country, the task for a brand to reach out, engage, and communicate with the media is herculean. This is where media relations come into play, and the need for an expert and the expertise of a specialist in the public relations domain becomes imminent. It is this need that propels the 0.25 billion-dollar industry that Public Relations as a practice has become in India.

Public relations (PR) is an essential part of any organization's marketing and communications strategy. The primary goal of PR is to create and maintain a positive image for the organization, its products, and its services. And media relations are the be-all and end-all of public relations, entailing the establishment and maintenance of relationships with the media in order to secure the desired coverage of events and happenings for a brand or organization.

Media relations is the practice of developing relationships with journalists, editors, producers, and other media professionals, mostly on behalf of clients of PR agencies. The purpose of media relations is to help an organization get positive and noteworthy appearances in the media, which can boost the organization's credibility and visibly enhance its reputation. A positive media presence can help position an organization as a thought leader in its industry, improve its market reputation, and increase brand awareness.

Media relations can help boost your client's credibility in several ways.

First, by securing positive media coverage, one can increase a client's visibility and effectively help to position the client's achievements in their field. When a journalist quotes a client brand or features them in a story, it provides third-party validation, which is a great measure to establish your client as a credible source of information.

Second, media coverage can help to create a positive perception of your client's brand. Positive coverage can help highlight your client's strengths and unique selling points and differentiate them from their competitors. It can also help to build brand awareness and increase the likelihood of new customers choosing your client's products or services.

Third, media coverage can help to establish your client as a thought leader in their industry. By positioning your client as an expert in their field, they can gain credibility and influence. This can lead to opportunities to speak at industry events, participate in panel discussions, and contribute to industry publications. Thought leadership can help establish your client's authority and expertise, which can lead to increased trust and confidence in their brand.

To effectively use media relations to boost your client's credibility, it is essential to develop strong relationships with the media. This involves understanding the needs and interests of journalists, editors, and producers and providing them with relevant and compelling story ideas. In fact, this becomes the core task of PR agencies that are hired to manage media relations on behalf of clients.

It is important to note that media relations is not just about getting coverage for clients. It’s a fine balance of want vs. need! The task of a media relations professional entails providing value to the media. This means understanding the type of content that the media is looking for and providing them with relevant and high-quality information that is reader- and viewer-appealing.

If a brand wishes to manage media relations on their own and not hire an external PR consulting firm, it is important to craft a compelling and relevant pitch when pitching a story to the media. This should include a brief summary of the story, why it is newsworthy, and how it relates to the media outlet's audience. You should also be prepared to provide additional information or resources, such as quotes from your client, images, or statistics that matter.

Once a story has been secured, it is important to continue to build and maintain the relationship with the journalist. This activity ideally involves providing them with additional information, responding to their inquiries promptly, and being available for follow-up interviews or comments.

In conclusion, media relations are a critical component of PR that can help boost a PR agency client's credibility and increase their brand visibility. By developing strong relationships with the media, providing value, and crafting compelling pitches, one can secure positive coverage for clients, position them as thought leaders, and propel brand awareness through the media, which has the potential to increase top line growth.