Sánchez Sánchez, Diego AlonsoOsorio Osorio, Jhon Jaime2011-05-302011-10-142011-05-302011-10-142011-05-30978-958-8406-12-1http://hdl.handle.net/10567/60Abstract: Introduction. Relationships with the media have become a priority in public and private organizations nowadays. On one hand, this is due to the fact that organizations recognize the power the press has to build the image and project the corporative identity. On the other hand, due to the current necessity of responding the demands all stakeholders have concerning the knowledge they require about all of the organization’s activities and how they are done. From the latter perspective, this article is the final brief of a research project that aimed to analyze how the relationship between companies and mass media from Medellín is, and how the information between them is managed. Objective. To identify the strategies used by organizations and mass media to establish a productive relationship for both of them from an informative point of view. Materials and methods. A descriptive study was made, by the use of surveys and in-depth interviews to the professionals in charge of the strategies for the relationships with mass media. Results. Press releases and press conferences are the most used and preferred methods for permanent and rapid information by communications managers and journalists. Conclusion. For current organizations, the relationships with mass media are an integral part of the corporative strategy.esComunicaciónPeriodismoImagen corporativaMedios de comunicaciónComunicación - Aspectos socialesCorporación Universitaria LasallistaBook chapter