Media relations

Information subsidy consists of information that is provided to the press as supplemental material to help present their reporting. This includes information such as press releases, advertisements, and videos of related news events. An advantage of using information subsidies is that they can decrease or eliminate the need for completing additional research on the part of the media. Subsidies can be a good source of information for the media, however, it is important that the media vet the source for accuracy and bias. By presenting ready-to-publish data, information subsidies can save journalists time and money. A study completed in 1999 estimated that nearly half of the information reported in newspapers came from information subsidies. Yet another survey suggested that most of the information received by journalists is never published. Trust in the source and content of the data are the criteria journalists use when determining whether or not they will use the material provided. == Media relations and public relations practitioners==

Practitioners of media relations (including publicist) are typically either public relations professionals or are part of an overall public relations function and strategy. This information is intended to benefit the public by educating them on news and other events. In October 2019, the International Public Relations Association (IPRA) announced its new definition of public relations as: "a decision-making management practice tasked with building relationships and interests between organizations and their public's based on the delivery of information through trusted and ethical communication methods". This definition is reflective of not only the relationships between organizations and their publics but also of the relevance of social media and shifting technologies and the importance of ethical communication. The fact that PR specialists have been providing the news mass media with information for years will not change the trust level that the media has for the sources. Trust is a critical component between the media and PR practitioners and it must be present for their to be a successful working relationship. Part of the problem between journalists and PR practitioners is the perception that PR specialists have not been good at providing journalists with newsworthy material. Journalists express their thoughts and concerns to these PR specialists to allow for better communication and improvement of the type and quality of news data. As with any relationship, both parties must be committed to working together to achieve success. == Ethical pitfalls==

The words 'fake news' bombard news outlets today. It is now more important than ever for public relations practitioners to provide honest, truthful, and accurate information to the media. It is equally important that journalists themselves authenticate information that they have been given. There is much pressure for a public relations practitioner to embellish the truth for their client to make news appear better than it really is. PR practitioners could help the communication process by providing more detail about specific news. One way a PR practitioner can avoid ethical issues is to be upfront with their clients and the media regarding any potential ethical issues. The pressure for a PR practitioner can be great because of the need to work with multiple entities in order to produce their information. Having a basis for their personal and professional ethics will go a long way in helping a PR practitioner. This basis should include considering the interests of themselves, the media, and the entity they are representing. Respect for those involved and social responsibility should also be an inherent part of ethics. Another approach to ethics is based on virtue. This includes learning from others, being prepared to take risks, and practicing complete honesty in their reporting. ==See also==