This is a little rant because I am tired of seeing Google ads promising the moon regarding media coverage. "We guarantee media coverage..." they claim. Yeah right. Unless it really is the first self-cleaning fabric, for example, or truly water-powered car, media coverage is not guaranteed. How can they promise media coverage when:
If a PR company only 'does' media, then they're not PR companies, they're media shops and that's quite legitimate and fine - that's what they choose to do. And if you're a prospective client, be suspicious of any 'guaranteed media placement.'
A full-service agency does corporate communication, often including investor relations, marketing communication, community relations (including engagement and consultation), and often, but not always, internal communication. And yes, media relations.
So, what can you expect?