Media is a key PR tool.

Media Relations is about recognizing news, packaging it appropriately and attractively, and disseminating it through a wide and efficient media network. It is one of the primary techniques through which public relations objectives in the areas of PR can be achieved.

Media Relations is about analyzing what is appropriate news from the various happenings at our client organizations. It may not be obvious, as most people do not recognize the newsworthiness of their own work. We put in special focus on this area and indulge in detailed discussion with our clients at regular intervals to identify such storylines.

Our vast experience in and around the media provides us with the expertise to filter corporate information, package it as attractive news, and to identify the precise media outlets for launching a campaign.

Media relations involve basically two primary responsibilities for the media consultant - first, to initiate media coverage and second, to supply information on demand to the media.

These exercises include:

	Recognizing news, drafting and distributing press releases, photographs and other feature material.
	Evaluating the newsworthiness of a press release, also evaluating the most appropriate media for it.
	Open lines of communication in order to encourage a flow of news from people in the organization.
	Study and knowledge of media which are appropriate to the organization to be able to spot opportunities for media coverage.
	A credible source of information about the organization and its services by notifying appropriate editors, journalists and other media persons.
	Maintaining an up-to-date library of information and photographs to be able to respond quickly and accurately to media enquiries.
	Tracking and understanding the changes which are taking place in the media and adapting the techniques accordingly.
	Arranging interviews, suggesting programme and story ideas, and providing background information to journalists.
	The issue of preliminary, interim and annual results and accounts.
	Press monitoring, compiling press cutting books, press surveys, translations.