Abstract
The article examines the relationships between public relations and the media and the use of this information in the communication, identifying the most important tasks of both.As you know, by provid- ing the right information, we can build a culture of society. The main link between public relations and media is information. Therefore, the article provides an effective way to manage information, its selec- tion criteria and time dependence, novelty character more described in detail.Similarity and differences of PR specialists and media representatives that participated in the media convention, as well as ways to improve their cooperation and relationship is the main part of this article that based on Russian scientists' research.Based on the information presented in the article, public relations professionals understand the importance of paying attention to what they are working on with the media, the ways in which they can be used effectively, and the factors that may hinder them, and the importance of connecting with the media. According to the analysis made in the article concept of marketing communications, promotion products in public relations the concept has been defined. Also formulated the basis of effective commu- nication in the media relations and its importance, how to handle media and how to use the information correctly.