It is therefore important to understand that when we talk about the media, we're not just talking and not so much about the subject per se, but about his place in the overall system. Continue to learn more with: Federal Reserve Bank. That is what gives us the opportunity to acquire an integral vision and move away from the utilitarian approach. Media called the fourth estate in society. This is true, but here in the PR-media community are more 'main protagonist and first violin' time. Authorities and media relations on the minds of PR-specialists often is so great that for many becomes almost the sole instrument for solving problems. Sometimes it comes to that agency, making suggestions to the client, build it solely on media relations, including in full set list – from the press conference prior to placing custom materials and advertising. It is this sometimes leads to what many are beginning to identify the work of the Spokesperson and PR-specialist, and put between them equality.
Of course, this does not mean that I underestimate the role mediarileyshnz. Working with the media is one of the key tools needed to implement any professional PR-campaign. What is the media? As a rule, specialist who works in marketing communications, in particular – is associated directly with the sphere of public relations, media is inclined to consider utilitarian – as a communication channel or media reports. Is this true to approach? Of course, it is undeniable that the media are channels of communication with our target audiences and the most frequently used media.