Public Relations (PR) and Media Relations are often mistaken as one and the same. In reality they’re related but two distinct strategies. PR are broad and multifaceted, while media relations are focused and specialised. Understanding the difference between the two can help organisations develop clearer communication strategies that reach the right people in the right way.

What is Public Relations?

Public Relations is a strategic communication process that creates and maintains a positive image and strong relationships with a variety of audiences or publics. These can include customers, potential customers, investors, employees, community members, government bodies, and more. There are many official definitions that are available on PRISA en IABC, but the main goal of PR is to manage reputation, build trust, and foster engagement across different audiences. 

Media relations on the other hand are a specific branch of PR and focuses solely on building relationships between an organisation and the media, like journalists, editors, broadcasters, and media outlets. Its goal is to secure earned media coverage.

In short PR develops and shapes the message and media relations provide the megaphone to broadcast the message. 

Can PR and Media Relations Work Independently?

According to Daleen Gouws, Director at Edge Communications, PR can function without media relations. A company may choose to communicate directly with its audience via owned platforms like its website, social media, and events. In these cases, the organisation still builds its reputation and relationships, but without involving the media. However, media relations cannot exist without PR. You cannot pitch a story to a journalist or engage the media meaningfully without having a clear, strategic message which is crafted through PR.

Let’s put the theory into practice. For example, imagine a new tech start-up in South Africa, Healink. They have developed an innovative mobile app, offering affordable telehealth consultations for rural communities. Their team wants to build awareness, attract new users, and position themselves as a leader in mental wellness innovation. To do that, they need a clear communication strategy. 

Public relations in action

Healink begins by crafting a PR strategy with a clear goal, to connect meaningfully with key stakeholders like mental health professionals, investors, potential partners, and the broader public.

Instead of chasing media coverage, they focus on telling their story directly through strategic communication efforts:

• Shares weekly success stories from clinics on their website
• Runs an awareness campaign on Facebook, Instagram, and TikTok
• Hosts community workshops in Limpopo and the Eastern Cape
• Distributes monthly newsletters to users, investors, and partners
• Publishes a downloadable guide on common health issues in rural SA
• Creative campaign to boost visibility for example, a branded wellness caravan that serves as a mobile pop-up clinic and info station that tours rural schools and churches offering mini checkups, app demos, and mental health talks.

This is a practical example of how PR builds strong relationships through consistent, purposeful communication. Healink in this case study controls the message, selects the platform, and reaches audiences directly. 

Media relations steps in

With a solid PR foundation and positive user feedback, Healink turns to media relations. They take strategic steps to expand their visibility.

• Sending a press release that announces their partnership with a well-known health NGO.
• Health and tech journalists receive a story about a rural nurse who uses the app to assist hundreds of patients.
• Arranging a radio interview with the CEO on morning health segment.
• Featuring in a business profile piece in a business or health magazine. 

This is media relations, leveraging trusted media to boost their message. Instead of speaking directly to audiences, they use the credibility and reach of journalists to spread their story.

The case of Healink shows that while media relations is a vital part of PR, it is just one piece of the puzzle. PR is the bigger picture, the ongoing strategy to build trust, shape perception, and maintain strong relationships. Media relations is a specialist tool within the PR strategy also powerful, but only when used at the right time, with the right story.