Synopsis PR is a multifaceted discipline which deals with Media Relations, Community Relations, Public Affairs, Government affairs, Issues Management, Financial Relations, Trade Relations, Internal Communications etc. Its scope and function spread over varied organizational segments. PR has emerged as an important and reliable tool to corporates, governments, industries at large to disseminate information to the various "publics" concern to the organization, so that the double bottom line of commercial and social conscientiousness is taken care of. The inter-connectedness between Media and Public Relations is very crucial. Their relationship is more symbiotic than complementary. In an ever-changing world, both media and PR are experiencing major changes with the advent of web, blogs, Pod casting and other technological changes in the communications industry. This has brought media and public relations closer than ever before. This book throws light on the role of various media serving as vehicles in organizational public relations. It finds answers to questions like how media has evolved over the recent period as a vehicle for organizational PR and what is the symbiotic relationship between Media and PR. The book is divided into two sections. The first section is about concepts and the second section is about applications and cases.