Which of the following is NOT a primary purpose of Media Relations?

• A. Creating and maintaining goodwill with customers
• B. Linking with media personalities to secure coverage
• C. Facilitating timely editorial coverage
• D. Building relationships with editors to place stories

Answer: (A)

Media relations centers on shaping how the organization is portrayed in the press by connecting with journalists, editors, and media outlets to secure coverage. Creating and maintaining goodwill with customers isn’t a primary media relations activity because it targets audiences outside the media ecosystem and belongs more to customer relations or broader public relations efforts. The other tasks fit the role: linking with media personalities to secure coverage involves coordinating with spokespeople or experts to get stories in front of audiences; facilitating timely editorial coverage means pitching relevant, current stories to editors so outlets can run them promptly; building relationships with editors to place stories focuses on earning trust and ongoing collaboration to achieve desirable placements.