We see media partnership as a form of marketing communications. We define it this way because it acts as another channel/outlet for marketing. This methodology is making use of the media to carry the message to your audience. However, media has always been closely associated to public relations work, that is why business owners usually go to public relations agencies to execute these stories. We actually with these publication(online or offline) to carry your message makes things easier.
Media is the collective communication outlets or tools that are used to store and deliver information or data. It is either associated with communication media, or the specialized mass media communication businesses such as print media and the press, photography, advertising, cinema, broadcasting (radio and television) and publishing.