This academic work analyzes the importance of media releases in public relations, their structural specificities, the role of media channels in public relations, and the influence of social media as mediators in public communication. Media releases are one of the tools of public relations professionals that play a very important role in generating public opinion. Newspapers, TV and radio are important sources of information, but the internet has radically changed the way people communicate and connect with one another. This change in the mass media has had a profound effect on the public relations profession and the communication strategies of organizations towards their public. The emergence of new media channels has also brought some benefits as well as challenges for public relations professionals. In the examples of chosen organizations, this paper illustrates the good and bad usage of new media channels and the impact of media releases on public perception. Furthermore, the role of media publications in public relations and the impact of new media on the work of PR professionals were analyzed. Keywords: media releases, media relations, new media, media channels, social media