Media relation techniques are used to promote company and its products to the various media channels like T.V, newspaper, magazine, internet. PR professionals try to earn media attention by pitching interesting facts about its product, interesting customer feedback stories, news from the company spokesperson etc. Media is not paid for publishing these stories. Good stories get media placements.
Again when placing an advertisement in the newspaper a manufacturer may create a draft keeping in mind the various points about his company and product that need to be highlighted. But when he tries to promote this piece of information through news channels or other public relations channels then the information is twisted and turned to suit the news story or feature appearing in the newspaper, television etc. Thus the marketer may not be satisfied with the end result. The marketer is never sure whether his well-planned and crafted news event will be featured in the media as a more serious news item like a bomb blast or an air crash may bump it off.
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