What Are Public Relations and Media Relations?

If you’re not sure what the difference is between public relations (PR) and media relations, you’re not alone. Changes in the media landscape have broadened the original role of PR so much that the industry has found it challenging to arrive at a new definition.

Originally, “PR” referred only to the activities of press agents who were hired by organizations to interact with traditional editors and journalists. As new forms of media developed, the definition was modernized to “a strategic communication process that builds mutually beneficial relationships between organizations and their publics,” according to the Public Relations Society of America (PRSA).

Since many new platforms are inherently interactive, relationships between organizations and their publics could be said to underpin many marketing initiatives. A narrower definition, focusing squarely on the interactions between journalists and organizations, is now termed “media relations.”

"Media Relations: Mutually beneficial associations between publicists or public relations professionals and journalists as a condition for reaching audiences with messages of news or features of interest (publicity). The function includes both seeking publicity for an organization and responding to queries from journalists about the organization. Maintaining up-to-date lists of media contacts and a knowledge of media audience interests are critical to media relations."

AOE often uses the term “PR” in its classic sense, referring to activities involving third-party press. This is for two reasons. First, we believe a large number of people in our industry still understand the term in this way. Second, by separating PR from other major marketing categories, each category can receive dedicated attention in situations where it makes strategic sense. AOE always organizes its marketing campaigns to fit a defined strategy—therefore, while some social media activities, for example, may be included as a subset of a larger media relations campaign, other social media activities will need to stand alone as a campaign of their own. So, when you hear us say “PR,” know that the definition can sometimes be fluid, but it is always rooted in what makes for a coherent marketing strategy.

Contact us today for help understanding which type of campaign will get the best results for your next marketing outreach!