It incorporates specialized skills and expertise in the practice to incorporate and navigate through media relations and public relations without infringing on the practices of each continuum. Public relations relies on the critical and practical tools of media release, media conference and media kits. Further, these tools also combine with the management skills in advising bout the most preferable course of practice or action to follow. Thus, there is need to understand the role of media relations and public relations accordingly in facilitating the establishment of a successful campaign (Delahaye, 2011, p 18). A successful campaign meets the evaluation criteria that encompass the residual practices from media and public relations as facilitating continuums to the topic of campaign evaluation.
Media has the potential to evolve the practice of public relations accordingly to reflect a global strategy that features interactive and symmetrical dialogue that is socially responsible. In modeling the two fields, various theoretical approaches are key to facilitate the processes of campaign strategy development and execution (Delahaye, 2011, p 23). Notably, the initial models that define public relations in this context entail the following. First, is the press agency, which constitutes the publicity of the campaign in the process. The fundamental element of publicity develops in the context of evaluating campaign since. publicity uses persuasion and manipulation in the pursuit to influence the audience towards behaving according to the organization objectives and desires (De Beer & Merrill, 2004, p 43). Thus, the audience in this sense relies on the ability of the media agency to develop strategic message that persuades and manipulates the audience accordingly to incline towards the message of the press agency.