Who is “The Media”?

The definition of “the media” is changing as a result of new technology. Traditionally, the media was made up of journalists from newspapers, television, radio and magazines. That group, particularly the magazines, was divided into two main categories — mass-market and specialty. That definition still holds true today, but you also have to be aware of other groups who use information you put in the public domain.

Mainstream and specialty media outlets have websites, which means news travels faster than ever before. Bloggers, although they are not necessarily journalists, are often widely-read and write about newsworthy subjects. Internet chat rooms and bulletin boards are a source of information for many people. Neither bloggers or participants in other public internet posting have to abide by the ethics and standards that major media organizations have.

So when issuing information to the media, be aware that it will fall into the hands of untrained journalists who have the ability to post it in the public domain in virtually any manner they please. While there is an obvious downside to this, there is an upside too. A strong internet presense is important today to heighten visibility about an organization, an individual or a cause.

The word “media” is also used in different contexts that have very different meanings. I was working with a non-profit health organization and a board member advised us that she had an opportunity to get a grant for a “media campaign”. Everyone anticipated the ability to put resources into seeking much-needed publicity. However, what the grant was intended for was an advertising campaign. The board member had talked to an advertising agency, who made reference to “buying media”. This is commonly stated in the advertising industry because they are buying space or time from media outlets, such as newspapers or television. Media coverage (publicity) and advertising are both important aspects of creating a higher profile, but they are very different. If you purchase the space, you put your message in it. Publicity is more believable and more widely-read, because it is an objective, third-party perspective.  

Public Relations or Media Relations?

A lot of people and organizations looking to raise visibility or enhance their relationship with the media retain a public relations firm. However, it is worth examining exactly what your goals are to see if that will really help you reach them. Many PR firms include media relations among their services, but I feel that media relations is a very narrow specialty, best performed by someone with a lot of journalism experience.

As I journalist, if I’m chasing down an important story, the last words I wanted to hear are, “We’ll put you through to our PR department”. I want cold, hard facts. While some PR professionals practice media relations very well, media relations is really a narrow specialty within the PR field. To a journalist “PR” has a negative connotation often associated with spin and damage control.

A good media relations representative understands the journalist’s needs; presents the journalist with legitimate story ideas that suit their beat and that will please their editor; and helps the journalist to understand the subject and find the appropriate interviews. In general, they help the journalist to do their job and look good to their boss and their readers or viewers. As a result, the clients benefit because appropriate stories get to the appropriate reporters and the reporters learn that they will be treated fairly and efficiently when covering that client.

I always say “The PR person can be a journalist’s worst nightmare while a good media relations representative can be a journalist’s best friend.”