MNG81001 Report: Management Communication and Media Relations Impact

This report delves into the critical role of media relations in business, emphasizing how effective communication strategies can drive organizational success. It begins by highlighting the evolution of news media and its impact on business operations, discussing both positive and negative influences. The report examines the importance of building strong relationships with the media, offering insights into communication techniques and strategies for interacting with reporters and consumers. It outlines the process of developing a successful media relations program, including setting goals, identifying target audiences, and crafting key messages. Furthermore, it explores the development of online media strategies, including listening, content creation, and audience engagement, as well as the process of socializing media relations and handling negative news. The report concludes with recommendations for managers to enhance their communication processes and media interactions, emphasizing the importance of adapting to business requirements and maintaining up-to-date media contacts.

Management Communication-
Media relations

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Abstract
Development of good media relations has helped many of the business organizations to succeed
on a larger scale. The paper helped in evaluating the amount of impact that good media relation
strategy generates on the success of a business. The managers play a crucial role in building
media relations, and for doing this, few essential steps need to be followed. These are the
identification of the audiences and their interest, collection of funds, and addressing the media
with proper messages. Different social media platforms, as well as various blogs, are utilized by
managers to address the audiences differently and these contribute towards the success of the
firms. The use of online media relations strategies have contributed to the growth of many of the
businesses, and various organizations widely use it. The practicing of excellent communicational
skills by the managers contributes to establishing proper and productive relationships with the
media. Furthermore, the paper provides practical recommendations that will help in enhancing
the communication procedure used by managers to communicate with the media persons for
establishing successful media relations. The use of success metrics is essential to measure the
success of the entire media relation program.

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Table of Contents
Introduction.................................................................................................................................................3
Development of news media.......................................................................................................................3
Development of business analysis in the media...........................................................................................3
Process of building better relationships with media.....................................................................................4
The procedure of developing a successful media relations program............................................................4
Ways of developing an online media strategy.............................................................................................5
Socializing media relations strategy............................................................................................................5
Process of handling negative news..............................................................................................................5
Conclusion...................................................................................................................................................6
Recommendations.......................................................................................................................................6
References...................................................................................................................................................7

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Introduction
The primary purpose of the report is to demonstrate the role of media in the business procedure.
News media has created a significant impact on business operations by generating both positive
and negative impact on the company. The paper will discuss the evolution of this news media
and also its role in the business functions of the company. Along with this, it is seen that business
has enhanced their growth with the help of media such as social media and also through a digital
platform. The whole procedure that influences business growth will also be discussed in this
context. Moreover, the paper will discuss the process of building good relationships with media
and the method of developing media relation program as well as online media strategy by a
business. Furthermore, the socializing media relations strategy and the process of handling
negative news will also briefly demonstrated in this context.
Thesis statement: “Building good media relations can influence a business to achieve its goals
and reach success.”
Development of news media
The ‘news media’ is a form of mass media which focuses on distributing news to their targeted
audience. It include news magazines, newspaper, broadcast news such as television and radio,
and the internet (Blanchett Neheli, 2018). The ‘news media’ was evaluated in 1456 by Johannes
Gutenberg, who was the journalist of Royal Empire Governments of German (Nagler et al.,
2019). It plays a significant role in individual life. It is seen that the development of news media
had considered as the supplement of foundation courses in communication history as well as in
mass communication that helps the manager to form a primer of the big picture of their business
in the communication media. Later on, with the advancement of technology, the managers have
communicated with the reporters to elaborate them regarding their business function that has
made their steady growth in different country markets.
Development of business analysis in the media
Media has played an essential role in evaluating the growth of business coverage in the whole
nation as well as in different country markets. It is seen that with the help of media managers
have communicated with the consumer base that helps them to identify their customer needs. By
using the company website, the managers have easily interacted with the people and collect their

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feedback on various products and services of the firm (Tan, 2016). Hence, it not only improves
the relationship between managers and consumers, but it also enhances the growth of business
analysis in several country markets. Media is essential for the managers as it helps them to
increase their brand exposure through various platforms such as online procedure, televisions,
and newspaper. All these prospects help the managers not only to improve their mode of
communication but also help them to expand their business in both international and national
country markets. Hence, these are the various ways by which media has to improve the growth of
business coverage as well as the communication skills of managers of various organizations.
Process of building better relationships with media
Organizations must maintain a good relationship with the media so that they can drive their
performance in the chosen country market. It is essential for the manager to improve their
communication skills so that they can easily interact with the reporters and can share their
business motives to the people and grab their attention towards their firm (Fulgoni, 2015). To
communicate with the media, the managers should give an interview to the news reporter and
demonstrate their company aim the people. Formal communication skills should be used by the
managers while communicating with any staff members of news media so that it can build
interest between both the parties. Apart from this, the managers must communicate with their
consumers through social media and try to solve their problem without any hesitation (Kim and
Drumwright, 2016). This is important for the managers because it enables them to grab the
attention of their consumers. Hence in this way, the managers should improve their
communication skills and also improve the relationships with media.
The procedure of developing a successful media relations program
There are a few crucial steps which will help to develop a successful media relation program.
The first step would be to estimating the investment within the media relation program, including
the time along with the budget. Secondly, the goals needed to set which should be achieved
within the desired timeframe. The goals should be achieved with the help of building awareness,
shifting opinions, and motivating actions (Qrunig and Qrunig, 2016). The third step will be to
define and formulate realistic objectives reflecting the output that the concerned media will
generate. In the next step, there will be an identification of the three or lesser primary target
audiences for the related media program. Then the key messages need to be delivered to the

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audiences with the help of proper massage. The media database should be built with no more
than journalists to enhance the effectiveness of the entire media program (Waisbord, 2018). The
time table needs to be crafted with the proper work plan and by defining the roles and
responsibilities of the concerned persons.
Ways of developing an online media strategy
There are few vital steps for the development of ‘online media strategy’ which should be used by
managers to communicate; these are listening, goals & objectives, developing the plan,
developing content, engaging and measuring of the entire plan (Barrett, Oborn and Orlikowski,
2016). To develop an online media strategy, firstly the identification of people's thinking
regarding the brand needs to be done. For this, the use of blogs can be utilized as it will help in
communicating with the people and will help to evaluate the thinking regarding the execution of
the business processes by the brand. Next step will be to develop goals and objectives as per the
requirements (Shin, Pang and Kim, 2015). Next, the plan will be developed with proper strategy
and suitable content that will enhance the effectiveness of the people and brand. The next step
will be to engage the audience by implementing the plan, including smart objectives, great
content as well as a solid timeline. Then finally, the success and the execution of the project will
be measured with the help of success metrics (Kätsyri et al., 2016).
Socializing media relations strategy
To socialize media relations strategy, the messages can be broadcasted by the managers with the
help of various social media platforms that will help in targeting different audiences. It can be
done by following a few of the crucial steps. Firstly, the lead needs to be generated to target the
desired audiences (Jin et al., 2017). Then branding needs to be done with the help of proper
third-party validation. The branding is done by different media outlets and with the help of social
platforms like Twitter, Facebook, and Instagram.
Process of handling negative news
Communication is the best way of handling negative news from managers. It is the responsibility
of the managers to interact with their consumers and stakeholders so that they can convince them
of the negative aspect of the news (Hudson et al., 2016). Communication will help them to solve

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the problems, and in this way, the managers can handle the negative news. It is essential to
sustain the brand image in the market.
Conclusion
The communication process by the managers plays a vital role in enhancing the effectiveness of
the entire organization. The paper effectively concludes the fact that development of good media
relations helps in achieving the goals and the desired success for the organization as a whole.
The thesis evaluates the importance of the development of good media relations with the help of
proper media strategy to achieve the goals of the concerned business. The paper also reflects the
different steps that will be used to develop media relations offline and online. It also presents a
way that will help socialize media relations.
Recommendations
It is strongly recommended that the managers should enhance their communication process as
per the business requirements. They should identify the appropriate media contacts and tack the
media contacts and publications with the help of a proper channel. Moreover, the media persons
should be contacted directly, and the scientific language needs to be kept at a minimum. It is also
recommended that the media lists should be kept up to date, and the reporter's time needs to be
respected.

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References
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Blanchett Neheli, N., 2018. News by numbers: The evolution of analytics in journalism. Digital
Journalism, 6(8), pp.1041-1051.
Fulgoni, G.M., 2015. How Brands Using Social Media Ignite Marketing and Drive Growth:
Measurement of Paid Social Media Appears Solid But Are the Metrics for Organic Social
Overstated?. Journal of Advertising Research, 55(3), pp.232-236.
Hudson, S., Huang, L., Roth, M.S., and Madden, T.J., 2016. The influence of social media
interactions on consumer–brand relationships: A three-country study of brand perceptions and
marketing behaviors. International Journal of Research in Marketing, 33(1), pp.27-41.
Jin, Y., Lin, J.S., Gilbreath, B., and Lee, Y.I., 2017. Motivations, consumption emotions, and
temporal orientations in social media use A strategic approach to engaging stakeholders across
platforms. International Journal of Strategic Communication, 11(2), pp.115-132.
Kätsyri, J., Kinnunen, T., Kusumoto, K., Oittinen, P., and Ravaja, N., 2016. Negativity bias in
media multitasking: The effects of negative social media messages on attention to television
news broadcasts. PloS one, 11(5), p.e0153712.
Kim, E., and Drumwright, M., 2016. Engaging consumers and building relationships in social
media: How social relatedness influences intrinsic vs. extrinsic consumer motivation. Computers
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Nagler, R.H., Fowler, E.F., Marino, N.M., Mentzer, K.M. and Gollust, S.E., 2019. The evolution
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Qrunig, J.E., and Qrunig, L.A., 2016. Toward a theory of the public relations behavior of
organizations: Review of a program of research. Public relations research annual (pp. 37-74).

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Shin, W., Pang, A., and Kim, H.J., 2015. Building relationships through integrated online media:
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Technical Communication, 29(2), pp.184-220.
Tan, D., 2016. Making the news: Heterogeneous media coverage and corporate
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