Detailed Report: Strategies for Media and Corporate Relations Success

This report offers a comprehensive analysis of media and corporate relations, examining the evolution of news media and its impact on business coverage. It provides insights into building and maintaining strong relationships between media outlets and corporations, emphasizing the importance of targeted communication and effective public relations. The report delves into various aspects, including conducting research for traditional media, responding to media inquiries, developing successful media relations programs, and creating an online media strategy. It also addresses the crucial topics of socialising media strategies and handling negative news. The report highlights the significance of adapting to the changing media landscape and utilizing both traditional and digital marketing methods to maximize customer engagement and brand reputation. It also emphasizes the need for proactive communication and understanding competitor values to differentiate a brand effectively.

MANAGEMENT

Executive summary
This report focuses on the media and corporate relations. This report considers media as a
valuable medium for business growth because media help to reach huge masses. The report
brings out the beginning and evolution of media and how I helped the companies to position
themselves into the market. This report carries the methods of how to maintain a strong
relationship between the media and corporates to reach the people.

Contents
Introduction...........................................................................................................................................3
Evolution of news media.......................................................................................................................3
Growth of business coverage in media..................................................................................................3
Building better relations with the media...............................................................................................4
Conducting research for targeting traditional media............................................................................5
Responding to media.............................................................................................................................5
Building successful media relations program........................................................................................5
Developing an online media strategy....................................................................................................6
Socialise the media strategy..................................................................................................................7
Handle negative news...........................................................................................................................7
Conclusion.............................................................................................................................................8
References.............................................................................................................................................9

Introduction
The report brings out an assessment of communication in an organisation, which is related to
media relations. Initially, a discussion of evolution of news media and business coverage has
been growing in the media. Further, it lays down some suggestion to build relationships
between the media and the company and consequences in case traditional media is followed.
Moreover, responding to the targeting traditional media and building an effective media
programs can help to position the brand (Emotive brand, 2019).
Evolution of news media
Communication revolution has permitted the Un-tethering of masses from the fixed
communication points. Information and communication technologies comprise of three main
parts that includes object artefacts and devices, which helps people to extend their abilities to
share something meaningful. It includes several communication activities, which engage
people as they develop and use the devices. News media is an umbrella that includes TV,
magazine, radio, blogs, and web pages. News media falls in two categories the print media
that includes newspaper and magazines. Another part of news media is broadcast media
consists of television and radio. Most Americans had received their newspaper in 19 and 20th
century. Whereas, electronic journalism has been dominating TV journalism in last 50 years.
Firstly, news media is a critical player in American political system. Further, by the time the
development of literacy rates led to mass circulation in the 19th century. New media boosts
mass engagement and it creates various opportunities for interacting to society, activists,
political and cultural group, and artist in the world (Seib, 2016).
Growth of business coverage in media
A business makes a global strategic communication plan that specialises in corporate
communication, building public relations and reputation analyses. In today`s era, big business
houses and media stay connected because indirectly general public is affected by corporates.

The organisations pay a big sum of money to advertise the products. Public relation can make
the company a communication stared and mastered especially when they have personal
anecdotes in regards to poor customer services and bad behaviours of the business. A
consumer drives media coverage if the product is frequently seen on one network and
reviewers to provide coverage. This greater coverage builds brand image and reputation. It
opens the opportunity for personal interviews for CEO (Trinkle, Crossler, and Bélanger,
2015).
Building better relations with the media
An organisation should make the list of audience in which they are interested in attracting. It
enhances public for investment proposal, customers, financial community, and your peers.
Marketing helps to identify the influencers and media. It is important to have a list of highly
focused targets. Editors talk to PR companies or marketing managers because editors talk to
people directly. Magazines have clearly defined the target audience where another people talk
to different groups. To build the relations, know the lead times of the magazine for a
particular product. Sometimes it is time-related as journalist signs unlimited agreement,
which are not even disclosed. Ask about the stories from the journalist and outline the
features of the product relate to the story. It is important to remain persistent rather than
annoying to build strong relations between the media and the organisation so that media may
give a chance sooner just after applying for coverage in their media page. Use PR
organisations effectively or do not use them at all because it is believed that it will lead to
overpromising or under delivering of goods or services. An appropriate PR organisation to
help the journalist to introduce the company to the clients, provide attractive pictures, asking
stupid question such as how much will it cost (Grégoire, Salle, and Tripp, 2015).

Conducting research for targeting traditional media
The cause of failure of company`s ineffective communication can be only usage of traditional
media such as television, magazines, newspaper, and outdoor messages. Therefore, some
disadvantage of using the traditional researching can be channels surfing during the
commercials adds in TV, high cost of ad per head, low recalking in the minds of customers.
Formation of any ad is time-consuming and low frequency of ad during the program can cost
losing of customers for the company. Moreover, adopting only traditional media can lead to
may problems such as negative feedback, low attention, few audience, declined leadership,
low flexibility, and high cost. Company subscribe to various research database system that
helps in collecting the information (Sevenans, Walgrave, and Epping, 2016).
Responding to media
Company subscribe to various research database system that helps in collecting the
information. Among the traditional ads such as radio media buying and print media buying,
the traditional method to collect the customer feedback through audience or behavioural data.
Traditional methods often rely on audience surveys and once the company have collected the
data, media forms various customer personas based on different combination of their features,
characteristics and traits (Bowen, and Bowen, 2018).
Building successful media relations program
The company will have to undertake a program, which highlights to build a successful media
to achieve the ultimate goal, which is to maximise the customer base through effective
communication. Media relations are most important relations, which does not a laid set of
strategies to maintain the relations. Moreover, to strengthen the relationships and the
communication with the journalist for which the company to reach and connect media should
be kept into mind while executing a successful media relations (Leimeister, söllner, and
Brenner, 2017).

As a PR professional, important part of PR`s job is figuring out storylines, which boom with
the news and blogs to ensure that the key message is conveyed and published properly to the
clients.
After the story is revealed properly, the company wants to make sure that they have targeted
the right journalist. For example- while launching a new phone application, the company is
not at all going to pitch the topic that only covers the sports or food industry (Stoldt,
Dittmore, and Branvold, 2018).
A strong communication plan needs to be made for effective media outreach. Scan or check
different continuing conversation to prepare for each feedback that attract people. It is
important to understand the competitor`s value and what you already you known about them
so that you can differentiate own brand. At last, there should be credible resource for the
bloggers and reporters to whom you want to connect (Ferguson, 2018).
At last, be proactive because every brand cannot expect that media would come to them. This
occurs occasionally or a regular period of time but at the same time when a business wants to
cover the clients then it has to be proactive (Zheng, Cheung, Lee, and Liang, 2015).
Developing an online media strategy
For a new online media strategy, a company should use of combination of both traditional
and non-traditional media marketing. Digital media involves blogs, video marketing, email
marketing, social media, and SEO. It allows much stronger and deep analysis of customer
relationship management, which was not at all before the use of non-traditional method.
However, a company has to build its brand online that will be able to get customer feedback,
low cost reach model, customised and niche communication. Before developing any strategy,
a company should evaluate the existing digital channel and assets, which a company has.
While considering the available digital channels or methods to incorporate in the strategy, the

owned paid media, or earned framework that helps to categorise the digital methods or any
assets that the company already is being using. Owned media is the digital assets, which the
company owns such as website, blog content, owned channel, earned media, paid media and
an audit plan that owns media campaigns. Owned media and website are the resources or
digital asset that a company already has but in order to widen the reach, the company should
shake hands to the greater platform of earned or paid media (Anshari, Alas, and Guan, 2016).
Socialise the media strategy
To socialise the media strategy, a marketing manager should communicate with each of the
company`s members so that they will be aware of which title is serving their product, this
betters the communication system. The best way is to follow a process from aligning the
entire leadership team on certain initiatives required to execute the strategy (Jugenheimer,
Sheehan, and Kelley, 2015). For example- go to a market expertise to develop vertical
solution to an any barriers and create a culture of collaboration. In a leadership team, the
changes are to be made at three levels, which are functionally, operationally, its
organisational structure, and internal culture shifting. Do not put a deck or email it out.
Whereas, to execute, create an engaging plan for the employees to make them learn about the
strategy directly. Leadership team strikes the balance of presenting a coherent and well
thought strategy that provides rest of the company to avail with an opportunity to provide
input (Kane, and Birnbaum, 2017).
Handle negative news
There are various bad stories and each requires different type of response. It is important to
justify with a strong opinion to rectify bad story news. It spoils the brand image of the
company. One should keep clam while treating the bad news and popping negative attitude.
An organisation should be aware enough of how they should respond to the public to satisfy
and prove the brand.

Conclusion
From the above discussion, it can be concluded that following a traditional method of media
cannot result in strong increasing customer base. On a concluding part, the report discuses
from evolution of new media to how organisation uses media, Handle negative news,
developing an online media strategy, Building successful media relations program, and
socialise the media strategy with best communication pattern. Moreover, handling the bad
news regarding the organisation can lead to negative goodwill of the company.

References
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social networks, and cloud computing to support pervasive knowledge. Education and
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Bowen, G. and Bowen, D., 2018. Luxury Product Decision-Making Strategy: Leveraging
Social Media to Create the Emotional Component of the Strategy. In Digital Marketing
Strategies for Fashion and Luxury Brands (pp. 289-308). IGI Global.
Emotive brand, (2019). Business Imperative: Socializing Strategy. Retrieved from:
https://www.emotivebrand.com/socializing-strategy/
Ferguson, M.A., 2018. Building theory in public relations: Interorganizational relationships
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Grégoire, Y., Salle, A. and Tripp, T.M., 2015. Managing social media crises with your
customers: The good, the bad, and the ugly. Business Horizons, 58(2), pp.173-182.
Jugenheimer, D.W., Sheehan, K. and Kelley, L.D., 2015. Advertising media planning: a
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Leimeister, J.M., Söllner, M. and Brenner, W., 2017. FC Bayern München Goes Social-The
Value of Social Media for Professional Sports Clubs.
Seib, P., 2016. Beyond the front lines: How the news media cover a world shaped by war.
Springer.

Sevenans, J., Walgrave, S. and Joanna Epping, G., 2016. How political elites process
information from the news: The cognitive mechanisms behind behavioral political agenda-
setting effects. Political Communication, 33(4), pp.605-627.
Stoldt, G.C., Dittmore, S.W. and Branvold, S.E., 2018. Sport public relations: Managing
stakeholder communication. Human kinetics.
Trinkle, B.S., Crossler, R.E. and Bélanger, F., 2015. Voluntary disclosures via social media
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Zheng, X., Cheung, C.M., Lee, M.K. and Liang, L., 2015. Building brand loyalty through
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