In the world of strategic communications, the terms public relations and media relations are often used interchangeably. But while they’re closely connected, they serve distinct purposes. Understanding the difference isn’t just about semantics – it’s essential for developing the right communications strategy.
At Infodec Communications, we help businesses, not-for-profits, and government agencies navigate both. Here’s a closer look at what sets PR and media relations apart – and how they work together to amplify your message.
What is Public Relations?
Public relations (PR) is the strategic process of managing how an organisation is perceived by its various audiences. These can include customers, stakeholders, employees, investors, government bodies, and the general public.
PR is about more than just publicity – it’s about long-term relationship building, trust, and reputation management.
PR tactics might include:
- Stakeholder engagement strategies
- Articles
- Internal communications programs
- Community consultation and events
- Crisis communication plans
- Social media strategy
- Annual and impact reporting
PR Examples
Examples of some successful public relations strategies implemented by Infodec Communications include:
- Stakeholder engagement strategies for community organisations; campaigns to attract donors for a cancer charity; raising profile of firms bidding for tenders, videos for local government promoting economic development initiatives.
- Community engagement strategies for a wide range of clients including charities, local and state government and businesses, for example writing case studies for NSW government client; ‘Buy local’ campaign articles for council
- Developing thought leadership articles, thought papers, white papers or e-books for business clients, disability services providers and Australian manufacturing firms
- Creating and maintaining internal communications programs
- Helping organise community consultation sessions such as social media forums for elected government representatives; organising local education roundtable events
- Developing crisis communication plans for sports administration clients
- Developing a social media strategy with ongoing
- Annual and impact reporting
- Business Award entries to raise the profile of clients
What is Media Relations?
Media relations is a subset of PR focused on managing communications with journalists and news outlets. The goal? Earned media coverage that reflects your key messages and builds credibility.
Media relations involves:
- Writing and distributing media releases
- Pitching stories to targeted journalists
- Organising interviews and press conferences
- Preparing media kits
- Monitoring and responding to media mentions
- Briefing producers
- Working with major media companies
At Infodec, our media relations work often includes preparing spokespeople with tailored interview briefs and coordinating embargoed stories to maximise exposure.
Media Relations Examples
Our work in media relations has achieved front page coverage in major publications, television coverage, sector media coverage, online platforms and regional and remote media coverage.
Pitching stories to targeted journalists including successful pitches for clients from community transport and disability sports organisations that resulted in news coverage.
Front page media coverage for Infodec Communications client
Organising interviews and press conferences for national disability sports organisation.
We have prepared media kits for a range of clients including national disability sports organisations.
We monitor and respond to media mentions, for example following up thought leadership pieces prepared as part of our public relations strategy, including accounting service client.
Briefing producers.
Working with videographers and major media companies on collaborative TV segments.
PR vs. Media Relations: Key Differences
| Category | Public Relations | Media Relations |
| Focus | All stakeholders | Journalists and media outlets |
| Scope | Broad, long-term strategy | Tactical media engagement |
| Outcomes | Trust, reputation, stakeholder buy-in | Earned media coverage |
| Tools | Reports, campaigns, consultation | Press releases, media pitching |
Why This Distinction Matters
Many organisations equate success in PR with a newspaper headline. While media coverage is valuable, it’s not the whole picture. Without a broader strategic framework, that coverage may not support your long-term goals—or could even work against you.
Knowing when to engage media, and when to build relationships behind the scenes, is key to avoiding missteps and making the most of your communications investment.
When to Use Each Approach
- Launching a new initiative or policy?
Use PR to engage stakeholders and media relations to gain public visibility. - Handling a crisis or misinformation?
Start with media relations to correct the narrative, then build trust with a long-term PR strategy. - Seeking community feedback?
PR tools like consultation sessions and surveys will be more effective than media coverage alone. - Integrated Communications: The Infodec Approach
- At Infodec, we never treat media relations as a standalone service. Instead, we embed it within a strategic communications framework that aligns with your broader goals. Whether we’re writing a grant application, planning a stakeholder forum, or designing a campaign, media engagement is timed and tailored for maximum impact.
- “Media relations might get you into the headlines – but public relations keeps you in the conversation.”
– Joanne Ryan, Managing Director, Infodec Communications
Key Takeaways
- PR is the strategy; media relations is one tactic within it.
- Media relations helps amplify your story; PR ensures it’s the right story, at the right time.
- Both are essential for building credibility and trust with your audiences.
Infodec Communications has delivered strategic PR and media relations for not-for-profits, councils, small businesses, and major government projects.
Need help with your PR strategy? Contact us for tailored support.