Do HWA Communications Public Relations Handle Media?
Public relations firms handle media relations as a core component of their services. Media relations accounts for at least 25% of work responsibilities for 85% of PR professionals, making it one of the most essential functions within any PR agency’s service portfolio.
What Media Relations Actually Involves
Media relations represents the specialized practice of building and maintaining relationships with journalists, editors, producers, and media outlets to secure earned media coverage. This sits within the broader umbrella of public relations, which encompasses multiple communication channels and stakeholder relationships.
PR professionals working in media relations spend their time on several specific activities. They research and build targeted media lists, identifying the right journalists who cover relevant beats for their clients. They craft personalized story pitches that align with editorial calendars and current news cycles. The average PR professional pitches 31 journalists per campaign just to secure a single response, with only 8% of pitches resulting in actual media coverage.
These specialists also write and distribute press releases, though 91% of journalists prefer receiving pitches via email rather than through other channels. They coordinate interviews between their clients and reporters, provide media training to company spokespeople, and monitor media coverage to track brand mentions and sentiment.
The Relationship Between PR and Media Relations
The distinction matters because not all public relations work involves media. Think of PR as a rectangle and media relations as a square within it. All media relations activities are public relations, but not all PR activities are media relations.
Public relations encompasses internal communications with employees, crisis management planning, corporate social responsibility initiatives, event planning, social media management, content marketing, community outreach, and stakeholder engagement. Media relations focuses specifically on the press as a channel to reach target audiences.
According to industry data, 83% of brands report that media relations dominates their PR agency’s time, while 89% of PR agencies themselves say the same. However, their secondary focuses diverge. For 51% of PR professionals, thought leadership ranks second after media relations. For brands, 48% prioritize corporate communications as their secondary focus.
Core Media Relations Responsibilities
Relationship Building and Maintenance
PR agencies invest significant time cultivating connections with media professionals. This isn’t transactional. Strong media relations require ongoing engagement even when there’s no immediate pitch. Many PR professionals dedicate time daily or weekly to interact with journalists’ content on social media, comment on their articles, and stay current with their coverage areas.
These relationships prove valuable beyond immediate placements. When crisis situations emerge, journalists with established relationships are more likely to reach out for the client’s perspective rather than publishing one-sided coverage. The third-party validation that comes from earned media coverage carries substantially more weight than owned channels like company LinkedIn pages.
Strategic Media Outreach
Effective media relations starts with identifying the right outlets and journalists for each story. PR professionals maintain detailed media databases that track contact information, coverage areas, preferred pitch formats, and past interactions. Rather than blast generic pitches to hundreds of contacts, successful media relations focuses on targeted, personalized outreach.
The timing matters as much as the message. Research shows Tuesday and Wednesday are the optimal days for pitching, with late morning between 10 a.m. and 12 p.m. performing best. Monday follows as the third-best day. The ideal pitch subject line contains 6-10 words or stays under 40 characters, and the pitch itself should be less than 200 words. Email open rates for press pitches average 44% in 2025.
Content Development and Distribution
Writing press releases remains a fundamental media relations responsibility. According to industry surveys, 74% of journalists prefer receiving news through press releases sent directly by brands or PR professionals. However, modern PR agencies go beyond traditional releases to create varied content including media advisories, fact sheets, backgrounders, and multimedia assets.
Successful PR professionals understand what makes a story newsworthy from a journalist’s perspective. They connect client news to broader trends, timely events, or issues affecting the publication’s audience. This requires staying current with news cycles, understanding editorial calendars, and recognizing opportunities where client expertise can contribute to ongoing conversations.
Media Monitoring and Reporting
Tracking media coverage and analyzing results forms a critical component of media relations work. Approximately 47% of PR professionals dedicate at least a quarter of their time to measurement and reporting activities. They monitor eight different metrics on average, including reach and impressions, story placement, share of voice, engagement levels, and audience sentiment.
This data serves multiple purposes. It demonstrates ROI to clients, identifies which story angles resonate with media, reveals which journalists and outlets provide the most valuable coverage, and informs future strategy adjustments. Social listening tools and media monitoring platforms have become essential for tracking brand mentions across traditional media, digital publications, blogs, podcasts, and social media.
How Media Relations Creates Value
The commercial impact of media relations can be substantial. One case study documented how a single article in The Times newspaper generated over £300,000 in sales for a fitness genetics company. Another campaign secured more than 900 media placements reaching 2.1 billion consumers for a consumer goods brand.
Beyond direct sales, media coverage builds credibility that influences purchasing decisions. Research indicates that 67% of buyers say earned media increases brand credibility and makes them more likely to consider a brand. The endorsement implicit in third-party media coverage carries more persuasive power than paid advertising or owned content.
Media placements also contribute to long-term benefits including SEO value through backlinks from high-authority domains, increased search visibility for brand terms, and improved domain authority. Press releases distributed through platforms with strong domain authority can improve search engine rankings and support link-building efforts over time.
Evaluating PR Agency Media Relations Capabilities
Several factors indicate whether a PR firm excels at media relations. Look for agencies with demonstrated journalist relationships in your industry. Ask potential agencies which reporters they’ve successfully placed stories with recently and request media coverage examples from similar clients.
Evaluate their media database sophistication. Top agencies use professional tools like Cision, Muck Rack, or similar platforms rather than relying on outdated spreadsheets. These databases automatically update when journalists change positions and provide richer intelligence about coverage patterns and preferences.
Assessment should also cover their strategic approach. Strong media relations agencies develop customized pitching strategies rather than using generic templates. They should articulate how they’ll identify story angles specific to your business, understand what makes your news compelling to different media outlets, and explain their process for matching stories to the right journalists.
Request specifics about measurement capabilities. Professional PR firms track detailed metrics including media impressions, advertising value equivalency, share of voice compared to competitors, sentiment analysis, and referral traffic from media placements. They should provide clear reporting that connects media relations activities to business outcomes.
Industry Evolution and Current Trends
The media relations landscape continues evolving rapidly. The PR market has grown from $100.4 billion in 2022 to an estimated $107.05 billion in 2023, with projections reaching $133.82 billion by 2027. This 5.7% compound annual growth rate reflects the increasing value organizations place on strategic communications.
Technology is reshaping media relations practices. Approximately 26% of PR professionals now use generative AI for drafting press releases, with another 42% open to doing so. AI applications focus primarily on writing headlines, drafting release bodies, and refining text style. However, the human elements of relationship building, strategic thinking, and editorial judgment remain irreplaceable.
The definition of “media” has expanded beyond traditional outlets. There are over 30 million people blogging in the United States alone. Specialized podcasts and newsletters have developed dedicated followings. Social media influencers command audiences that rival or exceed mainstream publications. This expansion means media relations now encompasses relationships with bloggers, podcasters, newsletter authors, and content creators alongside traditional journalists.
Employment for public relations specialists is projected to grow 5% from 2024 to 2034, faster than average across all occupations. The median annual wage for PR specialists was $69,780 in May 2024. About 27,600 openings for PR specialists are projected annually over the decade, indicating healthy demand for professionals skilled in media relations.
Media Relations Across Industries
Different sectors utilize media relations in distinct ways. Technology startups rely heavily on media relations to build visibility in a crowded market, often focusing on securing coverage in tech-focused publications and business media. They use media placements to attract investors, recruit talent, and reach potential customers.
Healthcare and biotech companies depend on media relations to manage complex, sensitive communications. They need to educate the public about medical advances while navigating regulatory requirements. Media coverage helps build trust and establish credibility for new treatments or health-related products.
Consumer brands use media relations to drive product awareness and support retail sales. Coverage in lifestyle publications, morning television programs, and online outlets creates the visibility that influences purchasing decisions. Product features and reviews from trusted media sources carry particular weight with consumers.
Financial institutions turn to PR agencies for media relations during major announcements, economic volatility, or reputation challenges. The complexity of financial communications requires careful message crafting and strategic media engagement to maintain stakeholder confidence.
Nonprofit organizations leverage media relations to raise awareness for their causes, attract donors, and influence public opinion on issues. Media coverage amplifies their message far beyond what limited marketing budgets could achieve through paid channels.
Making Media Relations Work
Success in media relations requires understanding that it’s fundamentally about building mutually beneficial relationships. Journalists need reliable sources who can provide timely, accurate information on relevant topics. PR professionals need media placements that reach target audiences and support client objectives.
The best media relations specialists view themselves as resources for journalists rather than salespeople for their clients. They provide value by offering expert sources, exclusive data or research, early access to news, and story angles that align with editorial needs. This perspective shift from “pitching” to “facilitating journalism” often yields better results.
Consistency matters enormously. Media relations isn’t a one-time campaign but an ongoing process of relationship maintenance, strategic outreach, and responsive communication. PR agencies that maintain regular contact with media, stay ahead of industry trends, and quickly respond to journalist inquiries build the reputation and relationships that translate to coverage.
Frequently Asked Questions
How long does it take to see results from media relations?
Media relations operates on different timelines depending on the approach. Reactive media relations, where PR professionals respond to journalist inquiries or breaking news, can generate coverage within hours or days. Proactive media relations, where agencies pitch feature stories or thought leadership, typically requires 4-8 weeks from initial outreach to publication. Building the underlying relationships that make media relations effective is a long-term investment spanning months or years.
What’s the difference between a press release and a media pitch?
A press release is a formatted document that announces news in a standardized structure, typically distributed broadly to multiple media outlets simultaneously. A media pitch is a personalized email sent to a specific journalist, proposing a story angle tailored to their coverage area and audience. While press releases average 400-600 words, effective pitches stay under 200 words. Research shows 92% of PR professionals repurpose press release content across multiple channels, while pitches are customized for individual recipients.
Do small businesses need media relations services?
The need for media relations scales with business objectives rather than company size. Small businesses benefit from media relations when they’re launching products, entering new markets, establishing thought leadership, or differentiating from competitors. However, smaller budgets might be better allocated to other marketing channels if the business lacks newsworthy developments or operates in an industry with limited media coverage opportunities. Many small businesses start with press release distribution services before investing in full media relations programs.
How much does media relations cost?
PR agency fees for media relations vary widely based on scope and market. Monthly retainers typically range from $3,000 to $10,000 for ongoing media relations support. Project-based fees for specific campaigns start around $5,000 and can exceed $25,000 for major launches. Hourly rates range from $125 to $500, with $150-$250 representing the average. Boutique agencies often charge premium rates for specialized industry expertise, while larger agencies may offer more scalable pricing across different service tiers.
Understanding the Full Scope
Media relations forms an essential component of modern public relations practice. The statistics make this clear: with 85% of PR professionals dedicating at least a quarter of their time to media relations, it’s not a peripheral activity but a core function that drives much of what PR agencies deliver.
For organizations evaluating PR services, understanding what media relations involves helps set appropriate expectations. It’s not simply blasting press releases and hoping for coverage. Professional media relations requires strategic thinking, relationship building, creative storytelling, persistence in outreach, and sophisticated measurement of results.
The field continues evolving as the media landscape shifts. New platforms emerge, audience consumption habits change, and the line between traditional media and digital creators blurs. PR professionals adapt by expanding their definition of media to include podcasters, newsletter writers, bloggers, and influencers while maintaining relationships with traditional journalists.
What remains constant is the core value proposition: media relations provides third-party validation and amplification that owned channels cannot replicate. A story in The Wall Street Journal carries more credibility than the same information published on a company blog. This makes media relations a worthwhile investment for organizations seeking to build awareness, establish credibility, and influence their target audiences.
Internal Linking Opportunities
- How to write an effective press release
- Crisis communications strategy
- PR measurement and analytics
- Building a comprehensive PR strategy
- Media training for executives