Media relations represent communication activities through various media, in purpose of achieving organization goals, strengthening their image, and building a long-term relationship as well as trust. Public relations experts utilize media in order to reach as many people as possible. The media are a essential part of an everyday life of modern society, and they can have a great impact on attitudes and thoughts of general public. People are curious beings who constantly search for information and use media as a main source of information about any organization. People base their opinion and attitudes on what they've heard, seen, and read in the media. The way media represent a given organization in public greatly effects the business success of an organization. The media can initiate a sequence of behaviors, both in positive or negative aspect that greatly effects the organization. Precisely because of this positive image dependence, organizations invest great efforts in creating positive relations with the media. In order to achieve their goals and create good media relations, organizations have to know the techniques of communicating with the journalists. Meeting the journalists criteria can provide good media coverage. Utilizing the media as a public relations tool, successful media management has become an infallible part of maintaining a positive image of an organization and further advancing its' goals.