Media relations are responsible for the intermediation the relation between a physical person, legal person, public institution and the press. The main activity is to make the client shine, turn it into news. In order to do that, it searches and partners with newspapers, sites and magazines to publish notes, stories or reports, among other features.
Media relations are one of the communication instruments that have been developed to serve organizations, being part of the communication. In Portugal, the translation of the English publicity it’s not related to advertisement. It has to do with media relations, being journalism the basis of all the used techniques.
You can picture the vast world or organizational communication has a matrioska doll, where the different fields nest inside one and other. Inside the body of public relations there are the media relations, that besides being embryonic of the public relations themselves, have the operational and programmatic ability to profit from the journalism loopholes.
Are a way to achieve editorial coverage in the media with a news, rather then commercial, point of view. It works for either a particular client or an organization. Companies, people with “public personas”, lawyers, doctors, musicians and institutions and organizations like state companies, municipalities, governments, political parties, labour unions, clubs, non-governmental organizations, or individuals, among others, tend to use media relations services.
Normally, the interest is determined by the generation of information that may be of public interest. The different types of media and their respective platforms are paramount communication tools in a multidisciplinary strategy supported by complementary approaches.
Public Relations Portugal helps you with the creation and promotion of journalistic contents and selective approaches to media allows for a dissemination of information to a broad public or the contact with a sector-specific target through specialized media.
Among the services that are provided within the scope of Media Relations are Managing the Relationship with Journalists and Media; Media Communication Plan; Media Agenda; Planning of Media Events; Evaluation of Media Exposure (ROI); Creation of Journalistic and Editorial content, Corporate Publications, Media Training, Clipping.