Welcome to Developing Media Relationships. The power and influence of the media is undeniable. The media can be a valuable channel to reach your target audience. In this training you will gain an understanding how the media works and how to develop a relationship with your local media outlets can prove extremely beneficial for your program. Developing Media Relationships: The Value of Earned Media focuses on learning how to identify the right earned media outlets, best practices for working with the media, and how to respond to media requests.