Media relations means working directly with journalists to get news coverage. It's distinct from PR and marketing, though they overlap. The goal is compelling headlines that reach your target audience: customers, talent, investors, or the public.
I know from that side of things, there's an awful lot of confusion around what's media relations, what's public relations, what's marketing, what's communications. Of course, all these things do overlap, but the really fundamental difference between media relations and all of these other activities is that when you do media relations, which is really a process for working with journalists to get on-page news coverage, your key audience is the journalists themselves. And what I mean by that is obviously when people go into working with journalists, it's because they want exposure. They want media coverage. They want great headlines about their business because they want those headlines to interest and attract the public that they want to reach, whether that's more customers, talent, investors, the general public, whatever, however public is defined.
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