On the other hand, media has become more dependent on public relations to supply them with stories. The media has to fill their air time and columns, and for this they depend on public relations. There are plenty of public relations firms that are happy and eager to do this. So media pr is a two way street, with both being dependent on each other.



Renowned public relations firms and agencies are the contact point between businesses and the media, and this gives them powerful control on the media. Media firms and journalists are only too willing to negotiate with these firms. In turn, the public relations firms look at the media moguls to carry their stories and press releases. Public relations firms can refuse to divulge information regarding a business and vice versa media firms can refuse to publish information.

Some journalists will be only to eager and happy to print any release supplied by a public relations firm, without verifying it. One of the major activities that media pr is involved in is planting stories. This is a tool that has been invented by the public relations industry. Media gets the press releases from different agencies and that is why the same story is carried across the media. Recently audio, video releases have been added which are like press releases that can be broadcasted.

The media pr relationship is an uneasy relationship. Some have gone to the extent of describing the media pr relationship, as a love/hate relationship. Some media people are wary of publishing or airing a press release by a public relations firm. On the other hand, they don't want to miss out on a juicy tip. The public relations firm wants to get that space in columns and on air for their clients. Many a scoop has been provided to the media by a public relations company. An irate public relations person can also provide journalists with junk news or send them on a wild goose chase. Public relations firms have also stopped the press by using strong arm tactics. They don't want bad publicity for their clients and may use various tactics to stop this from happening. Public relations firms thrive on developing good relations with reporter and editors.

Media pr has come a long way, and both have seen a tremendous growth. Business executives are rid of having to face the media. Media has to depend on public relations to get them news. Public relations companies want to get good publicity for their clients and suppress any bad publicity. Media is employing lesser journalists and fewer investigative reporting is being done. In this environment public relations has become a necessary crutch for the media.

Media pr relation will continue to grow and thrive as both have become too intertwined. Neither can survive without the other, and media pr is an interdependent relationship.