Media relations work—or gaining support for your organization through the media—is a core component of public relations practice. In fact, the relative importance of media relations work increases because business demands instant communication on a worldwide basis. Journalists have mixed feelings toward public relations practitioners—suspecting them of manipulation while depending on them for information. Public relations practitioners view journalists as an audience, as a medium through which to reach the broader public, and as gatekeepers representing and responding to the public's need to know. This chapter outlines and illustrates the basic ingredients of a media relations program with additional attention given to crisis communication.