The main tool of public relations are the media therefore, the media occupy a special place in PR.
The interaction of the media with a PR structures occurs on mutually beneficial terms and based on a partnership because not only PR specialists need to provide through the media about their activities but also the media are also interested in receiving reliable information that provides interest to a wide audience.
The media stays free of charge PR-information only under the condition that the information may interest themselves the media.
When working with the media PR structures use some of the techniques
1. Given the General informative thread formation informative reasons. PR agencies should create newsworthy and constantly bring them to the media.
Informational reasons are the following types
2. Informing journalists of certain information.
Specialists in public relations create press releases, which is a document intended for distribution in the media.
3. Dissemination of materials specifically designed for the media.
This material is associated with the activities of the organization and is interesting or entertaining.
To embed in the media, PR pros are also articles some of which are in the media signed by the head.
Material for feeding the media is a review article containing reviews of various spheres of public-political nature.
Interview is one of the common ways of presenting the material to media
4. Organization of events for journalists.
When the need arises to clarify certain issues or clarity in any situation involving the public to solve the issue convened press conference invitation