The Role of Media Relations in Public Relations Practice

Abstract

The main objective of the study was to examine the role of Media Relations in Public Relations practice. The study intended to use the qualitative research methodology to investigate how organizations adopt Media Relations in Public Relations practice, explore the effectiveness of Media Relations in Public Relations practice, and examine the changing trends of Media Relations in corporate communication, but due to the impact of the COVID- 19 the study employed the use of secondary research in its data collection in order to avoid human interactions. The study reviewed empirical findings of related studies and came up with the conclusion that media relation is very integral to the work of practitioners. The study also discovered that building and maintaining relationships with media practitioners is very important to the establishment of good Media Relations. The study also discovered that traditional mass media is still relevant to the establishment of trust, credibility and good reputation for organizations.