Media Relations
Media relations involves building and maintaining relationships with journalists, bloggers, and other media professionals to secure positive media coverage. It is about building connections with the media.
Media Relations is the strategic process of building and maintaining relationships with journalists, editors, publishers, and content creators to earn media coverage and amplify a brand’s story. It’s not just about getting press—it’s about earning trust, shaping narratives, and staying relevant in public conversation.
For marketingStories with purpose—marketing connects brands to people through strategy, creativity, and campaigns that drive impact. managers, media relations is how your message gets scaled beyond owned channels. It puts your brand in front of new audiences through the credibility of third-party validation—whether that’s a feature, mention, interview, or quote.
Key elements of media relations
- Media list building – Identifying the right outlets and reporters for your story.
- Pitching – Crafting sharp, newsworthy angles that cut through inbox clutter.
- Relationship management – Building long-term connections, not just one-time hits.
- Press materials – Providing journalists with the assets, data, and context they need to tell your story accurately.
- Follow-up and feedback – Nurturing responses, tracking coverage, and refining your approach over time.
How creative agencies support media relations
At RIOT, media relations is a blend of storycraft and strategyThe playbook for success—strategy defines where you're headed, how you'll get there, and what will set you apart.. We position our clients as sources worth quoting, ideas worth covering, and voices that drive culture—not just comment on it. We write with the hook in mind and build relationships rooted in mutual value, not press-blasting.
Whether we’re launching a new brandMore than a logo—brand is the essence of a company, shaping identity, reputation, and customer perception., amplifying a bold campaign, or managing visibility in a fast-moving moment, we make sure the story lands—with the right people, in the right places, at the right time.
The bottom line
Media relations isn’t about chasing attention—it’s about commanding it with relevance, clarity, and confidence. Because the right coverage can do what adsThe art of persuasion—advertising is the strategic storytelling that builds brands, shapes perceptions, and drives consumer action across multiple channels. can’t: validate, elevate, and open doors.
Dive deeper
Press Kits and ReleasesYour story, ready to share—press kits and releases give media everything they need to cover your brand with accuracy and flair., Public Relations (PR)Your reputation, amplified—PR manages brand image through media outreach, storytelling, and strategic communication., Crisis CommunicationWhen it hits the fan—we step in. Crisis communication is the strategy behind protecting brand reputation and controlling the narrative under pressure., Reputation Management, Stakeholder CommunicationKeep everyone in the loop—clear communication ensures internal and external stakeholders stay informed, engaged, and aligned.
