Media relations plays a significant role in disseminating information and in equipping an organisation to deal effectively with the intricacies of the mass media. At its core, media relations is about understanding how the media work as a bridge between suppliers of information and consumers of information. It takes into account media culture, processes, expectations and requirements. Media relations, like any serious business practice, demands good planning, good strategy and good execution. The art of dealing with the media involves understanding the pressures they experience and their powerful mediating and agenda-setting role in society.