So, What Is PR Exactly?

After almost 3 decades in PR, I’m still asked what exactly is it that I do! The work of a PR professional is wide-ranging, and involves helping organisations, businesses or professionals to maintain a positive reputation.  This is achieved through many different tactics, however a primary function is media relations.   

Here, in five quick steps, I explain what the fundamentals of media relations looks like:

1. The ultimate goal of media relations is to obtain positive coverage in the media, which can help build brand recognition, increase credibility, and attract new customers. Media relations is a crucial aspect of public relations that involves building and maintaining positive relationships between an organisation and the media. 

1. Media relations is a two-way communication process that involves the distribution of information between an organisation and the media. Organisations use media relations to disseminate information to the media about their products, services, events, or initiatives. In turn, journalists use media relations to obtain information, quotes, or opinions from organisations to create news stories.

1. Media relations professionals must also be adept at crisis communication. In the event of a crisis, such as a product recall or negative media coverage, media relations professionals must work quickly to develop a response and communicate it to the media. This can help mitigate damage to the organisation's reputation and preserve its credibility.

1. A big part of the role of a press officer involves managing media enquiries. When a journalist contacts a business for information or an interview, it is the responsibility of the media relations pro to facilitate this process. This includes coordinating interviews, providing information and assets, such as photos, and ensuring that the brand’s message is accurately conveyed as part of this overall process.

1. It is also important to be able to craft compelling content, stories and pitches, that are relevant to the media.  Being able to anticipate the needs and interests of the press (and their readers, followers, listeners or viewers), and building relationships with journalists over time is a big part of the job.

If I was asked to consider what it takes to be an effective media relations pro, I would say it requires strong communication skills, attention to detail, flexibility – as you need to move quickly to meet press deadlines while also supporting clients in generating what is needed, and resilience (being in the middle of journalist and client isn’t always easy!). On top of all of this, you need to maintain a thorough understanding of the media landscape. 

It’s a role I’ve been doing for over 25 years and, to this day, I still get a buzz when I’m able to generate media coverage for my client, while supporting the journalist in providing a story that works for them and their readers.