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 marketing 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 strategy. 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 brand, 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 ads can’t: validate, elevate, and open doors.
Dive deeper
Press Kits and Releases, Public Relations (PR), Crisis Communication, Reputation Management, Stakeholder Communication
