Forget "media relations". The term gives an inaccurate impression, as if it were some activity that only checked a corporate box. Why not call it by its true name: the skill of not being totally devoured by the press while, in fact, from time to time, getting them to narrate your story? https://www.tumblr.com/tycseo/805066330717011968/how-to-earn-your-story-media-relations-in-pr?source=share