Media Relations in PR

It should go without saying that maintaining excellent relations with members of the media is vital to public relations professionals everywhere. The presence of so many news sources, whether it be 24-hour news stations or up-to-the-minute websites makes information constantly and instantaneously available to the viewing public. There is no way to control what all of these media outlets will report, but it helps to have strong relationships with the people who put the information through those news sources… the gatekeepers. As much as PR professionals need the gatekeepers, the gatekeepers need the PR professionals. Relationships between PR pros and media members are mutually beneficial. The PR people need to get their stories out and the media need those stories…it’s a match made in heaven. Professionals in all areas of the public relations industry benefit from establishing and maintaining relationships with key influencers from broadcast to print to Internet media. Such relationships can make various parts of a PR professional’s job more manageable and effective, which obviously will keep their clients happy.
Effective media relations is particularly relevant in the fields I am drawn to; entertainment, fashion, and beauty. In these industries, business depends on presenting an image that distinguishes your brand from its countless competitors. That image must be updated constantly to stay fresh while always staying true to the brand. While it is highly visible in the three industries I mentioned, media relations continues to become a more significant aspect for public relations professionals in all industries, and it’s not limited to the basics of press releases, press conferences and media kits. Today, seeing results from media relations requires being charismatic and intuitive, and savvy with the latest developments in technology, current events, pop culture, politics, and business. Being this well-rounded requires hard-work and knowledge; I’ve listed some resources below that relate to the practice of media relations in public relations… If you find more sites that are helpful or interesting please leave a comment!

Media Relations Helpful Hints:
LA-based PR pro offers practical, easy-to-read comments on the importance and practice of media relations.
“Anthony Mora Communications, Inc. is a Los Angeles-based public relations firm that focuses in the areas of media relations, image development and media training.”
http://www.evancarmichael.com/Public-Relations/318/What-The-Media-Wants.html

Media Relations in Fashion, Beauty, Entertainment:
-Seventh House PR
http://www.seventhhousepr.com/

-LGPR (Lizzie Grubman PR)
http://www.grubmanpr.com/About_Us/aboutUs_default.asp

-Gossip Blog Jossip responds to celebrity-publicist Leslie Sloane Zelnick’s recent work
http://www.jossip.com/category/leslie-sloane-zelnik/

Crisis Management through Media Relations:
“If developed before a crisis or a major issue flares up, these loyalties can help counter damaging attacks or mitigate the assumption of guilt. But if a crisis strikes before you have courted those with clout, it’s usually too late for newfound advocates to help much. And those you do enlist often end up feeling used.”
-Paul Rand is Partner, Managing Director of Ketchum Chicago and Director of Ketchum’s Global Technology Practice.
http://www.ketchum.com