Media Relations involves working with media for the purpose of informing the public of an organisation’s mission, policies and practices in a positive and consistent manner. The goal of media relations is to maximise positive coverage without paying for it directly through advertising — getting “earned media”. In fact, it is considered one of the strongest and powerful tools with lots of influence. When done right, media relations campaigns deliver benefits unmatched by any other external communications activity. Let’s have a look at the top benefits of having strong media relations:

Wider Audience

The average daily newspaper such as the Bangkok Post and The Nation alone has a circulation of 70,000-90,000 copies per day. Through effective media relations, a business can feature its brand in any publication and create awareness amongst thousands of new consumers.


“Earned” media such as a news story or interview is often considered to be more objective and credible in comparison with advertising. People are more likely to believe and take note of something written by the editorial staff, rather than a paid ad.

Managing a Crisis

During a crisis, audiences tend to easily change brand perception. Effective media relations can communicate your side of the story and ensure factual reporting to contain the crisis. A brand can protect its reputation by leveraging solid relationships.

Becoming a thought leader

One of the main goals of media relations is to establish a brand as a thought leader so that the media will approach them when an opinion is needed for a story. Such coverage can be very useful in setting brands apart from their competitors.

A strong media relations strategy must have consistent messaging, well-targeted media lists, newsworthy media pitches, compelling content and measurable goals. If you are looking for a communications partner to assist with your PR activities then visit our website today for more information or get in touch with us by email.