Corporate Communication and Media Relations

This assignment explores the importance of corporate communication and media relations in the workplace. It discusses the evolution of news media, the growth of business coverage, building better relations with the media, developing a successful media relations program, online media strategy, socializing the media relations strategy, and handling negative news.

Running Head : MANAGEMENT
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Name of the Student
Name of the University
Author Note

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Introduction
Workplace communication is one of the essential factors to al the business
organization since it opens the gateway to the companies to be productive and operate
effectively. The context of the workplace communication is one of the vital factor to the
ability of the business organization towards operating smoothly (Karanges et al. 2015).
Employees tend to experience the increase in their production, morale and the commitment
when they are able to effectively communicate in the organization aong the employees and
also with the customers. The issues related to the communication and the workplace
corporate communication issues thus forms major concern regarding the job satisfaction of
the employees and the turover rates thus affecting the production of the business
organization. In the current decade, the issues raising from communication are continually
debated as one of the main and essential difficulties for the majority of the organization
(Ducci and Mazzoli 2018). The assignment explains how the managers of the ABC company
can master the function related to the corporate communication with the effective
examination of the media relations. The assignment highlights the overview of the fucntion of
the corporate work and the scenario of the corporate communication in the current decade
with the evolution of the news media, the growth of the coverage of the business in the
media, the building of the successful media relation program, the development of the online
media strategy, the socilaisation of the media relation strategy and the startegies to handle the
negative news.
Discussion
Corporate communication is one of the essential factor in the business market
involving a lot more than just more talking (Zerfass and Sherzada 2015). It refers to all the

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written and the spoken interactions smoothening the creation of the miscommunication an
dthe spraed of the inintentional message that tends to hurt the business.
Effective communication develops the snese related to the transparency. This helps toward
the building of the trust with the clients. Being the CEO of the AB company, it is important to
direct the managers of the company to master the skilsl of the corporate communication for
maintaining effective media relations which is essential to develop integrated network and to
build or develop reputation of the company.
In the business market in the current era, the media relation is the part of the public
relation that includes the nteracion of the company with the stakegholders and the customers
of the media business. Media relation is one of the vital part of the business that includes the
aim of getting media coverage without spending too much for the advertisement (Doorley
and Garcia 2015). The media relations function illustrates the pitching or the placing stories
that is one of the traditional role of the media roles. The development or the uilding of the
relationship is one of the most difficult or the critical porton of the relation with the media
with the business.
The evolution of the news media
From the services of the wire towards the media in the global context, the emergent of
the social channels are the basic changing face regarding the journalism. The business
organization in the current decade neds to promote their brand and their products for
increasing their sales figure and their customer base thus generating the way to develop or
create profit in the competitive market (Lillqvist, Louhiala-Salminen and Kankaanranta
2016). This would require them to maintain a good relationship with the media by effective
communication. Hence promoting their brand and the business via the media channels. With

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the increasing technological and the social development, the essentiality and the
rerequirements of the media coverage for the business firms have raised.
The growth of business coverage in the media
Mediaa coverages tends to boost up the business. The managers of the ABC company
should engage in effective communication and resolve the issues they face in corporate
communicaton since this will only contribute to the issues of the building of the reputation of
the company (Zerfass and Viertmann 2017). It is to be remembered by them that the reviews
and the feedbacks from the customers certainly becomes helpful in the publishing of the graet
content on the social media regarding the ABC company. One of the effective way for getting
recognised by the media as the leader of the industry is towards the groundbreaking speech
regarding the products and the serices of the ABC company which would only be fruitful by
effective communication.
Building better relations with the media
The relationship with the media refers to the conection the comanyor the business
organization develops with the journalists. Arguebly one of the most essential aspect of the
public relation, , the building of the relationship with the media is one of the main key
towards the successful public relations (Falkheimer et al. 2017). Some of the major factors
that the managers of the ABC company needs to remind while intaiting a better relation with
the media re understanding of the vakue of the nes, being an asset and not a gatekeeper for
the memebers of the media, understanding the philosophy of the media and figuring out
rearding the interest and the requirement of the media.
Building a successful media relations program

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The significant portion regarding the effective marketing programs general revolves
around the context of the publicity. Building of successful program of media relations is thus
essential for the boost the awareness of the brand and aso reinforcing the credibility with the
provision of the sicessful crisis management (Konczosné Szombathelyi, Borgulya and Szondi
2016). Building of the sucessul program of media relation includes seting of the strategc
goals, development of media kit, keeping the channels open that includes the prime media
contacts.
Developing an online media strategy
Online media strategy is the basic plan of the action that initiate helping of the
business towards reaching their targeted audience and improve their overall conversion rates
(Zerfass and Macnamara 2017). It is important for the ABC company and its managers to try
and capture the attention of the niche market since it is important to understand or know the
exact demographics regarding their attention in the most effective way.
Socialising the media relations strategy
Socialising the strategy of the media is the part of the social fabric of the community.
It is important for the business organization, ABC company to socilise its strategy of the
media relations towards repeated communication. Not merely based on the social media, this
stargey is applicable to the socialization of the idea highlighting the explicit instruction
towards the management (Parveen, Jaafar and Ainin 2015). The elements of the socialization
towards the media relationship strategy integrate towards reaching the base of the customers
towards the development of the brand. It includes maintainence of the relatiomship that are
essential towards the success of the media relation, understanding of the objectives of the
leadershio, confirmation of the objectives of the measurements and leveraging of the digital
contents.

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Handling negative news
In the scenario of the media relations there has been time that the company tends to
get confrpnted by the unflattering and the negative contents of the article published in the
news. For the managers of the ABC company, it is important to assess the options for dealing
with the negative press and the consideration of the basic scenarios.
Conclusion
Thus it can be concluded that the issues related to the communication and the
workplace corporate communication issues forms major concern regarding the job
satisfaction of the employees and the turover rates thus affecting the production of the
business organization. . The context of the workplace communication is one of the vital factor
to the ability of the business organization towards operating smoothly. The report illustrated a
thorough explanation by the CEO of ABC company regrading how the managers of the ABC
company can master the function related to the corporate communication with the effective
examination for improvement of the media relations which is one of the essential factors
towards success and growth of the organization. Taking no wrong action, contacting the
reporter or the editor to identify the source of the negativity and issuance of the public
response are the basic factors that needs to be considred.

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Reference
Doorley, J. and Garcia, H.F., 2015. Reputation management: The key to successful public
relations and corporate communication. Routledge.
Ducci, G. and Mazzoli, L., 2018. Effective Workplace Health Promotion in the Network
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Falkheimer, J., Heide, M., Nothhaft, H., von Platen, S., Simonsson, C. and Andersson, R.,
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Konczosné Szombathelyi, M., Borgulya, Á. and Szondi, G., 2016. Managing cross-border
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