Assessment 4: The Role of Media Relations in Corporate Communication

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Corporate
Communication
Assessment 4

Introduction: Corporate Communication
 Required for the growth and progress,
 Important role in ensuring the credible reputation of the
company,
 Helpful in maintaining brand reputation,
 Media relations as the communication practice can be used.

Media relations
 Publicity or news for the practitioners’ client, PR or
the organization,
 Get media coverage for the products and services
directly through the advertising,
 Improve the positive coverage in media without
spending the money for it directly by advertising,
 Thousands of magazine publications, TV,
newspapers and radio stations

Placing stories
 Helpful in pitching and placing the stories,
 Work with local, national, regional trade media,
 Can be expanded to social, online and digital media,
 Helpful for the organization in maintaining effective
communication process

Building relationships
 Helpful in maintaining strong relations with traditional
new media members,
 Focus on mutually beneficial relationships,
 Develop relationships by providing meaningful and
relevant information.
 Media monitoring-
 Helpful for the organization in monitoring the media used
by other organizations,
 Helpful in monitoring key media outlets

Conclusion
 Media relations can be helpful for ABC Company,
 Helpful for the organization in pitching and placing the
stories,
 Helpful in building strong relationships with the
members,
 Media relations are the crucial communication function

References
 Cilliers, F. Q., 2013. The role and effect of social media in the workplace.
Northern Kentucky Law Review, 40, 567.
 Rajhans, K., 2012. Effective Organizational Communication: a Key to
Employee Motivation and Performance. Inter-science Management Review,
2(2).
 Neves, P., & Eisenberger, R., 2012. Management Communication and
Employee Performance. The Contribution of Perceived Organizational Support,
Human Performance, 25(5). 452- 464.
 Zerfass, A., Verčič, D. and Wiesenberg, M., 2016. The dawn of a new golden
age for media relations?: How PR professionals interact with the mass media
and use new collaboration practices. Public relations review, 42(4), pp.499-508.
 Hanson, R.E., 2016. Mass communication: Living in a media world. Sage
Publications.