When building a plan with your PR and marketing agency, it is important to state the main objective of what you are looking to gain:

If your goal is the former, then you are most likely in need of a media relations plan, rather than a full PR campaign. In simplest terms, media relations is just one aspect of public relations. A media relations manager does exactly what their title implies: they interact with the media (producers, reporters, journalists, editors, etc.) in order to communicate their clients' messages to the public.

In comparison, public relations as a whole consists of connecting and communicating with every type of "public" in which a company hopes to communicate. Its efforts span beyond the parameters of media relations into just about every advertising platform.

Confused? The two terms seem like they could be interchangeable. Traditionally, media relations was the main strategy that PR pros used to get their message publicly known. Radio, TV and print were the only forms of media available for information to reach the masses. With the development of the Internet, this is no longer true. Here at Alternative Strategies, we like to use a public relations approach. Therefore, not only do we focus on media relations, we assist our clients in creating the best public image possible. For example, a company's website is typically is the first place the public will go to learn more about your company. By creating a website that is rich with content and visually appealing, both PR and media relations efforts are enhanced and supported.

The next time you embark on a new campaign, ask yourself: "What is it that I'm looking for?" Mainly media coverage, or a far-reaching public relations campaign? Knowing the difference between the two will help you decide which tactic works best for your company.