If you’re just starting out in public relations or pivoting from a different communications role, chances are you’ve come across the term media relations. Maybe you’re wondering what a media relations specialist actually does, or how media relations fits into the bigger picture of PR. This guide is here to walk you through all the details.
What Is Media Relations?
Media relations is the practice of building relationships with journalists, editors, and media outlets to shape how a brand, organization, or person is represented in the press. Think interviews, features, press coverage, and quotes in the news
It’s all earned, not paid. Unlike advertising, media relations relies on crafting stories that are compelling enough for the media to want to share. It’s about helping journalists tell stories that benefit both their audience and your brand.
What Is the Difference Between Media and Public Relations?
If public relations is the umbrella, media relations is one of the most important things that fall under it. Media and public relations are deeply connected, but they’re not interchangeable.
Public relations (PR) covers a wide range of efforts, including events, internal communications, partnerships, social media, and crisis management. Media relations focuses exclusively on interactions with the media, getting stories published, building trust with reporters, and earning positive attention in public channels.
Some professionals love the fast pace of pitching and press coverage, while others prefer behind-the-scenes work or strategic planning. Media relations happens to offer a bit of both.
What Does a Media Relations Specialist Do?
A media relations specialist is the person responsible for connecting the dots between the brand and the media. They are often the reason you see a new product reviewed in a top blog, or a nonprofit featured in a local paper.
They do more than just send emails to journalists. A day in the life of a media relations specialist might include:
- Researching journalists and publications that align with your industry
- Writing and sending personalized pitches
- Drafting press releases and media advisories
- Coordinating interviews or media events
- Monitoring press coverage and managing media reports
- Responding to incoming media inquiries quickly and professionally
In larger teams, a media relations manager may oversee the broader strategy while specialists handle the day-to-day outreach. In smaller organizations or freelance roles, one person might do both.
What Is a Media Kit in Public Relations?
You might have heard of one of the key tools in any media relations campaign is the media kit. But what is a media kit in public relations, and why does it matter?
A media kit is essentially a pre-packaged set of materials that makes it easier for journalists to cover your story. It includes useful, accurate, and easy-to-reference information about your company, product, event, or spokesperson. Journalists are busy, and a well-organized media kit saves them time while giving you more control over the message.
It might include a company overview, leadership bios, product photos, fact sheets, press releases, past coverage, or even interview questions.
For beginners, it’s helpful to remember this: your job in media relations is to make coverage easy. A solid media kit does just that, it gives reporters everything they need to write a story quickly and accurately, while also helping you control the narrative.
In conclusion:
Whether you’re brand new to media relations or thinking about becoming a media relations specialist, this path offers room for creativity, relationship-building, and long-term impact. You’re not just sharing news, you’re helping shape how people see and understand the world around them.
Explore remote-friendly PR and media relations roles today on RemotePRJobs.com and take the next step in your career.