Media Relations is the act of involvement with various media for the purpose of informing the public of an organization’s mission, policies and practices in a positive, consistent and credible manner.

Dealing with the media presents unique challenges in that the news media cannot be controlled - they have ultimate control over whether news angles pitched to them are of interest to them or their audiences. Because of this, the ongoing facilitation of communication and relationships between an organization and the news media is vital. One way to ensure a positive working relationship with media personnel is to become deeply familiar with their "beats" and areas of interests. Media relations and public relations practitioners should read as many magazines, journals, newspapers, and blogs as possible as they relate to one's practice.

By using media relations effectively, public relations practitioners can enhance the reputation of their respective organizations while establishing good working relationships with journalists that will serve them well in future endeavors.