It can also entail developing symbiotic relationships with media outlets, journalists, bloggers, and influencers to garner publicity for an organization.
Typically, this means coordinating directly with the people responsible for producing the news and features in the mass media.
This can include advertising, sales promotion, public relations, direct marketing, and social media to create consistent, customer-focused messaging.
One way to ensure a positive working relationship with media personnel is to become deeply familiar with their "beats" and areas of interests.
[4] Working with the media on behalf of an organization allows for awareness of the entity to be raised as well as the ability to create an impact with a chosen audience.
An advantage of using information subsidies is that they can decrease or eliminate the need for completing additional research on the part of the media.
[8][full citation needed] This definition is reflective of not only the relationships between organizations and their publics but also of the relevance of social media and shifting technologies and the importance of ethical communication.
They often provide newsworthy or public service data, which can save the media the time required to complete their own research and sourcing.
Journalists express their thoughts and concerns to these PR specialists to allow for better communication and improvement of the type and quality of news data.
It is now more important than ever for public relations practitioners to provide honest, truthful, and accurate information to the media.
The pressure for a PR practitioner can be great because of the need to work with multiple entities in order to produce their information.