Media relations involves building, maintaining and sustaining relations with various media forms, for the purpose of informing the public in general about an organization's mission, policies and practices in a positive, consistent and credible manner.

Typically, this means working directly with the people or journalists who are responsible for producing the news and features in the mass media. The goal of media relations is to maximize positive coverage in the mass media with a view

• To increase the visibility
• To reach a wider audience
• To influence public opinion
• To get support for your cause

Without paying for it directly through advertising

Types of mass media

Print 

Newspapers

• regional, national, vernacular
• daily, Sunday paper, evening

Magazines

• regional, national, vernacular, trade press, inflight / corporate

Publications

• weekly, fortnightly, monthly, bi-monthly, quarterly…

Non-print

Television - national television, cable

Radio - FM

Internet – blogs and websites