A Well-defined News Media Relations Function Most organizations assign responsibility for news media relations to a separate unit. Often, this unit is part of a department that also has responsibility for other external relations and publicity. In small organizations media relations may be the responsibility of only one or two people, who may also have other duties, such as editing a newsletter, assembling the annual report, or publishing research reports. The structure often depends on whether the unit is part of a government ministry or department, a nongovernmental organization, or a private business.
Many private organizations use the term public relations, instead.
While in practice both functions involve similar activities, they have different purposes, and the news media may perceive them differently. Thus public service organizations need to distinguish news media relations from advertising and promotional activities. Whatever the type of organization, the principles and practice of effective media relations are similar. To meet these responsibilities, public information staff need communication skills, good judgment, and knowledge of their organization. It is useful to have experience working with or even in the news media in order to appreciate the principles of news judgment and to convey them convincingly to the leadership of the organization.