Media Relations, I think, formed a rather significant part in any PR plan. One of the most direct ways of measuring the effectiveness of a PR campaign is by looking at the number of times that you are mentioned and featured in the media. Simple as it sound, using media relations to your advantage is not a straight forward affair.
Media relations, used as a PR tactic, is uncontrolled. This means that, more often than not, you will have no control over what the journalist writes in the media. There is then a risk that the journalist will misinterpret your intended message. Yet, the result of a favorable article is most definitely worth the risk.
As mentioned above, I said that the job of dealing with the media is not an easy one. The PR practitioner must possess both good organisational skills and a flair for writing. That is part of the technical aspect of the media relations. Understanding how the media industry work is also another important knowledge that the PR practitioner need in his line of work. Other than that, having good interpersonal skills also one of the attribute that the PR practitioner need to have. After all, he will be forming and maintaining cordial relationships with the journalist and people who made up the media.
Machines and computer has not taken over their role. At least for now.
Well I feel that Media Relations, although they cannot be controlled, can be a very powerful tool. So you are right in saying that the PR practitioner must maintain cordial relationships with journalists and the media
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