By Maira Manesco
Media Relations and Communications Agency define different activities and often cause confusion to the inexperienced and to professionals beginners. In general, all staff operate managing information between company/customer/product and its stakeholders. Generically, they both play more than the simple role of caring for the image of their client.
The media relations is composed of journalists and public relations, whose main function is the link between organizations and the media. Press officers should know the client’s activities, projects, proposals and ideas for then develop communication strategies and suggest stories newsworthy to the media. They should also advise and disseminate events, assemble news clippings with articles on relevant topics to the client, and advise on how executives and employees must relate to the press, the famous media training. The main role of this activity is to disseminate information.
On the other hand, the communications agency is formed by at least one professional in each area of social communication: journalists, advertisers and public relations. The work done by this communications agency is more complete and thorough, therefore, the professional group tends to form the Department of Communication of a company. Among other items, they must know what are the negative aspects of the organization and try to present alternatives to solve them, besides creating a harmonious environment among employees from the shop floor to senior management.
The advisers from the communications agency also have to know about the actions of the Department of Human Resources, know to direct the information to the various publics that covers the internal and external communication, and to develop campaigns and promotional materials.
To strengthen the relationship with the media, especially with the key publications for the company, it is important to always count on the assistance of a communications agency specialized in media relations.
Finally, all organizations and professionals should be aware of the differences between the media relations and the communications agency; they should also know the importance of both for the development of the company towards success.
