Media Relations and Corporate Communication

Running head: MANAGEMENT
Management
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MANAGEMENT1
Abstract
Media relations can be described as the beneficial relationship that exists between the public
relationship officers and the journalists. For the journalists, there is a bigger benefit and it arises
from the direct and easy access of the sources and stories. The advantage of the news coverage in
comparison to the advertising are as follows: the cost of coverage in the news media is
significantly lower in comparison to the cost of advertising; there is an added bit of advantage of
the coverage in the news is much better than in comparison to the paid advertising and the it will
include endorsement of the quoted person and journalist. A public relations team has a
significant amount of responsibility of preparation of press materials, other forms of content and
kits. The publications have formed the base of the brand and it must be developed with an aim of
outreaching the media and the journalists. Under the bigger umbrella falls of media relation falls
the public relations and the conversations that as a whole impact the public relations. It can be
highlighted that specifically in the field of journalism there is a strong need of following the
ethical codes so that the profession does not get distorted.

MANAGEMENT2
Contents
Introduction......................................................................................................................................3
Media relations................................................................................................................................3
Issues 1: Managing Client Expectations......................................................................................3
Issue 2: Working with Unethical Reporters.................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7