public relations

1. Media relations is still the activity on which the majority of PR practitioners spend
most
of their time. Wragg argues (in Bland et al. 1996: 66–7) that
The purpose of press relations is not to issue press releases, or handle enquiries
from
journalists, or even to generate a massive pile of press cuttings. The true purpose of
press relations is to enhance the reputation of an organisation and its products, and
to influence and inform the target audience.
While it is largely of a tactical nature in practice, good media relations can contribute
to longer-term strategic objectives, such as:
• improving company or brand image
• higher and better media profile
148 The Public Relations Handbook
• changing the attitudes of target audiences (such as customers)
• improving relationships with the community
• increasing market share
• influencing government policy at local, national or international level
• improving communications with investors and their advisers
• improving industrial relations