The relationship between media and public relations companies is a symbiotic one, with both parties receiving assistance and support from one another in a variety of ways.

Ishan Kalra is a Haryana based serial entrepreneur and social media expert associated with the field of public relations. He is the CEO and co-owner of Flairius private limited, a digital marketing company. He made an online brand presence and designed campaigns for small-scale brands, multinationals, influencers, politicians, businessmen, and celebrities.

According to Ishan Kalra, “media outlets are the vehicle used to carry the PR message. In their absence, PR companies would be unable to convey credible communication with the public, and the press coverage every PR executive seeks for their clients would be impossible to deliver. That said, while PR executives cannot survive without the media, outlets, too, can benefit from PR teams providing them with content, including when they need to fill space and/or air-time.

For the newly minted PR executive, it’s important to remember the media is a powerful tool. Any type of negative reporting has a direct effect on a person’s image or company’s reputation. Yet, those same attributes that can be detrimental to one’s success can also take clients to the next level. Businesses at all stages can benefit from PR, whether they’re aiming to build credibility, gain visibility or show authority within a specific niche.

But when talking about the media and its importance, we must also understand the landscape, which means learning about the different types of media and placements you can choose from and how they work together.”

Types Of Media

1. Print media: Print media, also known as traditional media, includes both magazines and newspapers and has been around much longer than online media. Print remains a highly credible source of information, and I’ve found local newspapers continue to be the best way to spread the word about local initiatives. Print media has and should continue to be one of the tools in a publicist’s PR toolbox.

2. Online media: While print remains influential, it can be difficult at times to secure placement simply because it’s so competitive. Journalists work on tight deadlines, and when it comes to print, those deadlines are typically much stricter to ensure the publication is printed on time. This is why digital media can be a good option, as content is typically published throughout the day every day.

With digital, concerns such as strict word count, limited space due to page count and print deadlines are no longer as much of a concern. These days, the internet is filled with publications that are strictly digital, and more and more consumers are turning to them to get their news. Open up your computer, tablet or smartphone, and the news is instantly a click away. Thanks to the internet and modern technology, companies and brands have the ability to share information across a multitude of platforms.

Along with the digital publications, which are a big part of helping businesses, brands and thought leaders cement a place in their respective fields, additional outlets such as company newsletters, blogs and websites are another way in which to share written content (along with any press coverage received).

3. Social media: This is another powerful tool every business and PR professional should not only have in their toolbox but also use on a consistent basis. For many, social media has been a game changer, and PR companies use this tool to create a strong media presence for clients. One of the first steps when beginning a new client relationship is to dive into what social media platforms they’re currently using and then determine which ones will strategically aid in creating a strong presence for their business and/or brand.

The power of social media allows brands to network with journalists and publications organically, thus improving their chances of the press discovering them online. In my experience, instead of always seeking out journalists, creating a strong media presence can actually lead the media to initiate contact.

There are an abundance of platforms — ranging from Instagram, Facebook, Twitter, LinkedIn, Pinterest, YouTube and Clubhouse — that are all great ways to interact and engage with an audience. However, this doesn’t mean it’s necessary to be on every single platform. All platforms have their own nuances, and before adding all of them into your overall PR strategy plan, it’s a smart idea to master one or two before building out.

Media Placements

Equally as important as knowing the types of media you can choose from is knowing the different categories of media placements. Owned, paid and earned media are part of the overall media landscape. Each type plays a role in reaching your target audience, so it’s important to recognize their differences and learn how to use them to your advantage.

1. Owned media: This refers to any content that is owned and controlled by your company. Blogs, newsletters, social media and websites are just a few examples of media managed internally.

2. Paid media: This type of media includes companies paying for placement on external platforms. Branded content, print ads, social media ads, Google Ads, pay-per-click programs, billboards and TV commercials are all part of the digital marketing strategy. By using paid media, companies can reach audiences they might not have discovered on their own. With both owned and paid media, the business is in control of the content since both types involve a company’s dollars to make them happen.

3. Earned media: This type of media placement is just like it sounds. It is “free” publicity, but you must do some hard work to attract enough attention that warrants this type of coverage. Different types of earned media include magazine articles, reviews, press mentions, influencers sharing brands and essentially anyone who holds the key to accessing a vast audience and is either talking or writing about a company or product. On the plus side, earned media gives businesses credibility by having others, who aren’t paid but believe in a product or cause, mention and share with their audience.

Whatever path your brand follows, finding success in PR requires an understanding of the media landscape. This will help you know which avenues you should pursue not only to put your business in front of your targeted audience but also to generate engagement.