The news supported by Public Relations have become "different", in an indirect benefit for political and "policy" makers, relying on information disseminated by the media in their decision-making. But the benefit of PR information also helps to understand how charities, NGOs or community groups can influence public agendas, even if the goals and strategies change from scenario to scenario.
Public relations professionals working for non-profit organizations have discovered a great use for this information, which provides a valuable source of indicators about the issues and causes they campaign for. Providing information as a PR strategy is available to both elites and outsiders. One benefit of constant information can also be to build legitimacy, because being regularly quoted or associated in stories builds an organization's reputation and highlights expertise in the subject line.
Government Information Benefit
Some PR departments - for example, ministries or corporations - publish large amounts of information, with constant interactions with journalists. This presents an opportunity to use your position to develop news management goals and strategies, such as communicating announcements with maximum impact, securing media coverage for an important or positive event or breaking stories to divert attention from other topics. Another strategy is message coordination, i.e. the PR team uses internal communication to ensure that those talking to the media are emphasizing the desired message or narrative.
The benefit of information is also useful as a concept for exploring the relationship between PR professionals and their relationship with legislators and politicians. In this context, PR presents a constant source of data that decision-makers rely on to define current or future policy options.
Public Relations and Media
In media relations, PR seeks to provide journalists with information that fits their concepts of what makes something newsworthy. In public affairs, PR translates information for decision-makers, opening up new horizons in the perception of social, labor, environmental issues, etc.
It is important to consider multiple social, economic, political and cultural contexts before moving towards a strategy Communication. Assuming that any concept can be universally applied to all relations between PR and the media is the wrong way of thinking about this issue and can make any action in this area ineffective.