Media Relations: How to Build Real Connections with Press and Public

When you think of media relations, the practice of building and maintaining relationships between an organization and the news media to shape public perception. Also known as press relations, it's not about sending out press releases and hoping for the best. It's about knowing who the real reporters are, what they care about, and how to give them something worth covering—not just something that looks good on your website. Most people think media relations means getting featured in the news. But the truth? It’s about being someone journalists call when they need a real voice, not a canned quote.

Good media relations requires more than a polished pitch. It needs journalist relationships, long-term, trust-based connections with reporters who cover your industry or community. These aren’t contacts in a spreadsheet. They’re people who’ve seen your work, understand your goals, and know you won’t waste their time. It also ties into public relations, a broader field that includes media outreach, crisis communication, and audience engagement. But while PR can cover events, branding, and social media, media relations is laser-focused on earning coverage through credible outlets. And in 2025, that means adapting to how newsrooms work now—fewer staff, tighter deadlines, more demand for authentic stories.

You’ll find in this collection real examples of how artists, writers, and creative organizations have used media relations to get noticed without big budgets. Some used local radio to tell their story. Others built relationships with niche bloggers before they ever reached out to major publications. One group turned a failed exhibition into a viral story by being honest about what went wrong—and how they fixed it. These aren’t PR tricks. They’re human strategies. You don’t need a media kit to start. You need to show up, listen, and offer something that matters to someone else’s audience.

What you’ll see here aren’t templates or scripts. They’re lessons from people who actually got coverage—not because they had the biggest budget, but because they understood the rhythm of the news cycle, knew how to follow up without being annoying, and knew when to say no. Whether you’re an MFA grad launching a new art show, a theater group trying to fill seats, or a writer promoting a book, the rules are the same: be clear, be honest, and be useful. The media isn’t your billboard. It’s your conversation partner. And if you treat it that way, people will start listening.