What is Media Relations?

Media relations is the process of working with journalists to secure news coverage. It helps build trust through recognition from credible, independent sources.

Synonyms:

• Earned media
• Media engagement
• Press outreach

Why does media relations matter?

Media relations is about connecting with reporters and editors to share timely, relevant stories. It requires a clear understanding of how journalists work and what their audiences value. The goal is to provide insight or access that makes coverage more likely.

INK’s role

INK guides clients in earning media that supports their business goals. We help shape the story, prepare spokespeople, and maintain steady engagement with national, trade, and regional outlets.

Challenges

• Getting noticed in a crowded media environment
• Matching internal priorities with media interest
• Responding to short news cycles and limited newsroom capacity