Media relations is the practice of building and maintaining relationships with journalists, editors and media professionals. Good media relations means understanding what journalists need, providing them with timely and relevant information, and being a reliable source they can turn to for expert commentary.
Strong media relationships increase the likelihood that your press releases get read and that your pitches land. According to the 2026 Muck Rack State of Journalism survey, journalists are 4 times more likely to cover a pitch from someone they have previously engaged with than from a cold sender.
Related terms
- Pitch - A short, personalized message sent to a journalist to propose a story idea.
- Media List - A curated database of journalists, editors and media contacts relevant to your industry.
- Earned Media - Publicity gained through editorial coverage rather than paid advertising.
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