Media and public relations are similar fields, with media relations being a specialty within public relations. Media relations professionals deal with the media, while public relations professionals may handle outreach, events, and internal communications. Both require strong communication skills and often a degree in communications or journalism.
While there may be no official definition for any of these fields, there are some generally accepted differences between media and public relations. The jobs are so similar that many companies may hire one individual to fill both roles, depending on the size of the company. These professionals help the company not only by dealing with the media, but by projecting a consistent image of the company to the public in a manner consistent with the company’s wishes.
The main difference between media and public relations is that the term media relations is more limited. While public relations may encompass media treatment to some extent, media relations is a specialty. Thus, those in positions closely related to media relations will spend their time fielding calls from the media, identifying and “spinning” relevant news stories, as well as writing press releases in an effort to keep the media informed of what is going on. happening in the company. Depending on the company’s desire for free advertising, this could be a very busy position.
In fact, media needs can be such a specialized field that some companies focus solely on this type of work. These media relations firms work with clients to get their names out and generate positive publicity. If a crisis or negative event affects society, these companies can also help by providing the media with a place to go where they know they can find the correct information. Thus, it helps the client by providing a centralized source that is not contradictory.
A public relations professional will do more than just deal with the media. In fact, a PR person can’t deal with the media at all if the company decides to split its media and PR segments into separate entities. If so, a public relations person may be responsible for outreach and serve as a liaison at special events, help plan those events, and even write a company newsletter so employees can stay informed about what’s happening.
Regardless of how the line is drawn between media and public relations, these jobs require great skill in mass communication. Professionals in these positions often need to anticipate what information will be required and know how to access it quickly. Plus, they have to do it in a way that doesn’t make the company look bad. Most people in these fields have at least a bachelor’s degree in communications or journalism. Some likely have experience working in journalism, whether print or broadcast.
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