Media Partnership Agreement

A media partnership agreement is a collaboration between two organizations with one of them is being a media outlet. Such helps through the use of promotion and raising visibility & credibility. For a media partnership agreement to coexist, both participants need to gain something from the collaboration, it should be in both their interests.

A media partnership agreement starts with a sent proposal from the entity’s event organizer. It I directed to a potential media partner to sponsor a certain event, conference, product launch, competition or a similar event. It is important that media partners are relevant to the event, industry, audience and message. If one finds the right media partners, it will bring not only success to the actual event, but it can build trust and become a tradition for future events. We can see the positive results when measuring the effectiveness in the end.

Approaching a media partner in a media partnership agreement

Before contacting the partners and start approaching them towards a media partnership agreement, it is important to conduct comprehensive research. The first step includes research media outlets. A long list of media partners is made with all the needed contact information for the event. They are then segmented by including local, regional and national media channels.

The second step of the media partnership agreement is curating the list and make sure the partners are relevant to the specific of the event. For example, hen organizing sports events, a music channel is not contacted.

The third step is contacting the list of media partners by phone and sending them a mail after the call with all the important information. Both methods can increase the change of signing a contract. The fourth step is contacting them. Before entering into a media partnership agreement, partners should ensure that they ask relevant questions. Another step in the “cleaning” process is asking the right questions to find the best fitting media partners. We want to have a successful event so the questions should help us fulfill our goals. Here are some examples of questions that may be asked:

  • How many monthly unique visitors do they have?
  • What other events they’ve worked with?
  • What other advertisers do they work with?
  • How big is their emailing list?
  • How many geographic locations do they target? – local, regional or national

The fifth step when communicating with the potential partners is describing one’s needs and the purpose of the event.

The sixth step is offering something in return. Besides the usual stuff such as their logo representation on all promotional materials, and mentioning them during the event, you could find other innovative ways to promote them. Depending on the type of event, you can mention them in a Press Release, offer them a stand, social media promo, email marketing promo and many more.

How to draft a media partnership agreement proposal

A media partnership agreement proposal should contain all the information described above. Other elements include the description of the event and the main activity, adding a time frame, explaining one’s needs, elaborating the offer and giving examples of previous transactions. Further, such entails give examples of other existing media partners, direct competitors, but something that might spark their desire to be associated with those partners. Other relevant information needed in also included in the media partnership agreement proposal.

Furthermore, online one can get lots of templates for media partnership agreement proposals so you can have support and present all the information in a relevant and natural way.

Relevance to Public Relations

Media partnerships in PR are a way organization can meet their communications needs. Media partnerships are worth a lot due to the fact it can take shape into some other forms of promotion compared to the traditional way of support and event promotion. The focus for the organization remains the same as getting media coverage, and both parties should benefit and get added value. It is important that the media partner’s audience overlaps with the target PR audience.

A key responsibility of the PR team in such a media partnership is to assure that the media exposure received is significant enough to merit the in-kind promotional consideration provided.

Common aspects of a media partnership agreement

A media partnership agreement is designed to be mutually beneficial to both parties and revolves around the following concepts:

  • Collaboration on messaging, content production, and visibility;
  • Mutual distribution on certain items of interest;
  • Collaboration on larger themes: even promotion, speaking and experts’ contribution, publications.

The publisher in a media partnership agreement provides:

  • the rights to use the country’s marks and logos;
  • a banner with hyperlink to the event’s registration page added to emerging nation’s events page, for instance, 100,000 monthly unique users;
  • a single e-blast sent to our database of over 15,000 business-oriented individuals as well as posts in our social media. For instance, social media outreach to over 30,000 followers;
  • one editorial press that is not a press releases written by the event’s partners of the organizer’s choice with a message about the event and a link to the registration page, published before the event;
  • an article or an interview about an important issue tackled during the event, published after the event.

Moreover, the partner in the media partnership agreement provides:

  • The emerging nation’s senior. Such include the representative head of content, strategy, editor-in-chief or deputy editor moderating a panel discussion. It may also include another senior representative moderating or speaking.
  • Emerging nation’s logo and link to the portal in all marketing materials. This can be done both online and offline
  • An opportunity to distribute Emerging Europe magazine during the event;
  • A free pass to the conference;
  • A discount for subscribers, if applicable.

The benefits of a media partnership agreement

A media partnership agreement has various benefits. Such include:

  • Establishing a media partnership that could add credibility to the media partners’ efforts through endorsing a third party.
  • A media partnership agreement is a favorable solution for organizations that have a lo campaign budget.
  • Further, a publication within a media partnership agreement is more likely to publish one’s articles and news and one can benefit from the readership.

Other benefits

  1. Guaranteed coverage

Simply organizing an event doesn’t guarantee that anyone will talk about it. A media partnership, on the other hand, guarantees that your event is promoted to the outlet’s readership.

  1. Added credibility

Your target audience may potentially be wary of new events they haven’t heard of before. But they trust their favorite media outlets, so the outlet’s reputation can be yours with a partnership.

  1. Improved SEO

A lot of media partnerships involve link exchange: “If you link to mine, I’ll link to yours.” Quality backlinks from a reputable media outlet can work wonders for your event website’s SEO.


  1. Broadened network

Other media outlets will start noticing if you get cozy with one of their own partners or competitors. If your current partnership is a success, expect to get approached by them.

  1. More ticket sales

All of this leads us to the bottom line which is a healthier bottom line. More coverage, credibility, SEO, and networking will ultimately lead to an increase in ticket sales for your event.

Limitations of a media partnership agreement

The media may get many offers of partnership. Therefore, it is important to have a good proposal for your potential partner so that your offer would be worthwhile. A person desiring to form a media partnership agreement should place more emphasis on the likely profits and value.

Who you should approach prior to a media partnership agreement

First, a person should think carefully about which media outlet is most likely to help deliver messages most effectively and plan your approach carefully. For example, if your campaign has a highly visual element, look for a TV partner.

What to offer in a media partnership agreement

  • Think about what you could offer to the partner – and what you’d want in return.
  • Below find a few examples of what you can offer:
  • Exclusivity of content materials (surveys, researches, pictures, videos)
  • Exclusive interview with a leader of your organization.
  • Exposition of the partner’s promotion materials of during conferences/fares.
  • One can also include the partner’s logo in your promotion materials and websites.

What to ask in return in a media partnership agreement

  • A series of articles or an interview.
  • Radio/TV programme devoted to your campaign.
  • Placing your materials on your media partner’s website.
  • Finalizing the agreement.

Upon an agreement in the media partnership agreement, the parties should:

  • Set out a written agreement that states what you each expect from the partnership
  • Assign responsibilities to ensure the smooth running of the partnership.


It is never too late to look for a suitable event media partnership that benefits the subsequent events. The main aspect is that someone has to have something to offer as a form of reciprocating.


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