MEDIA RELATIONS

The media relations are central to corporate communication effort. This is an important function from the perspective of the company’s communication staff. The person in charge of communications department must be capable of dealing with the media as a spokesperson for the firm. There is a debate about whether media relations should come under the purview of corporate communication.

Corporations need to build and maintain good relationship with the media. In the olden days, press releases were sent to a mass audience. But, the emergence of computers and other technologies has enabled firms to target specific audiences.

Building and maintaining media relationship

Let’s take a look at how a company builds media relations.

· Conducting research for targeting media. First, determine communication objective and decide the time and place to pitch story. Suppose Coca-Cola is launching a new flavor of drink, the company’s objective is to inform the public about the launch.

· Handling the media calls effectively and ensuring proper response.

· Preparing for the interview by analyzing the interviewer.

· Creating good relationship with media.

· Maintaining ongoing relationship and building goodwill and credibility.

The firm can also build an effective media relations program. For this, the firm must have a media relations personnel involved in the decision making process. The firm must develop an in-house media relations staff. Side by side, even outside help could be seeked.

Media Training

Media training must be provided by the organization to the media personnel in order to maximize the effectiveness of interview opportunities. Once provided with Media training, the executives will be technically equipped to handle the media. There will be an overall appreciation of the media by senior executives and why the relationship has to be professionally managed. It provides a greater understanding and appreciation of what PR delivers to the organization.

Link: http://www.prinfluences.com.au/index.php?theParent=4&pagMan=1

The firm can also develop an online media strategy where certain news must be displayed online. This can be displayed on the company’s website. The firm can also extend media relations strategy using blogs. Websites have the potential to be a great tool for both media and organizations.

For media, they can provide a means of accessing a wealth of information and getting answers to most questions at a time of their choosing - anonymously.

For organizations, they are the opportunity to provide a resource that makes media want to come to their site for information rather than to their competitors.

Or so you would think. Many journalists will tell you they generally find websites a poor resource, too ‘corporate’ in focus and not a significant help to them. Meanwhile, many organizations will say that media are simply not interested in websites and that, while they have a section for media or a ‘newsroom’, it's basically done because they feel they have to.
And judging from a survey ‘PR Influences’ has done, we would have to agree - with both points of view. The firm must also learn to handle negative news effectively.

Link: http://www.prinfluences.com.au/index.php?theParent=4&pagMan=1

Companies are under great scrutiny at the hands of all its constituencies. All require instant information about the latest developments in the organization which is possible through the media. Remember, the media is both a constituency and a conduit.