media relations
The practice of building and maintaining working relationships with journalists and editors to secure accurate coverage.
Definition
Media relations is the day-to-day craft of communicating with the press. It includes identifying relevant reporters, pitching stories, responding to inquiries, arranging interviews and providing background information. Trust is the currency: reliable facts, honest answers and respect for deadlines. It differs from buying advertising because editors decide independently what to publish. A good practitioner knows each outlet's beat and avoids sending irrelevant pitches. Respect embargoes and never claim that a journalist agreed to something they did not, since trust is slow to build and quick to lose.
In a sentence
The team's media relations focused on trade publications in the sector.
She replied to the reporter's questions within the hour.
