Media Relation Strategy Report: Visual Content and Strategy

This report provides a comprehensive analysis of media relation strategies, focusing on the marketing services platform Sensis and its role in the Australian market. It explores how Sensis assists businesses through services like search engine optimization and data solutions, along with the importance of tags like Yellow Pages. The report examines the relationship between public relations practitioners and the media, highlighting the role of social media in fostering communication and transparency. It further delves into the types of visual content, including infographics, videos, branded images, and photography, that media managers should utilize to effectively market products and services. The report emphasizes the significance of visual content's high retention power and its impact on attracting customers and achieving marketing success. The report concludes with a discussion of the importance of building and maintaining strong relationships with both the media and the public to ensure positive brand representation and market growth.

Running Head: MEDIA RELATION STRATEGY
Media Relation Strategy
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1MEDIA RELATION STRATEGY
Sensis Media Centre
Sensis is considered to be one of the leading marketing service platform where the
company based in Australian consumers can interact with the company who are present in the
marketplace. The company provide different services to the business so that they can operate
effectively and can expand in the process. The notable services that the company provide to
their clients are namely search engine marketing, optimization service as well as data &
mapping solution, social and website products (Sensis 2020). The company also provide tags
to the company who enlist their names and avail the service from the organization. The tags
are mainly yellow page, true locals, skip, white pages and whereis. These enables the
company who avail the service from Sensis to interact with the consumers and enable them to
expand in the market. These will also assist the organization to reach out to the customers and
lure them to avail product or service from them. These will automatically help the company
to generate revenue as Sensis enhance the position of the company in the market with the tags
and the other valuable service, which are necessary for the company to mark their presence in
the marketplace (Sharma et al. 2018).
Sensis mainly shares the support service with the businesses that are operating in the
Australian market with various service which can be avail by the company. These helps them
to expand in the market and to attract the clients towards them. The company also provide
marketing advice to the clients which help them to expand their business in the Australian
marketplace. The company also support the company with the experts which enable the
company to move in a right direction and help them to achieve the success in the
marketplace. The company also provide return on investment which is being done by the
company so that they can generate revenue in the market and can gain popularity in it (Stokes
and Price 2017).

2MEDIA RELATION STRATEGY
The audience of the company are mainly the business organization who are willing to
enter the Australian market or who want to enhance their position in the market. These is
essential for Sensis so that they can generate revenue in the market and can attract the
business firms in the process (Robinson et al. 2017). These will help the company to become
marketing partner of the businesses and help them to accomplish what they want to obtain
from the market. These is essential for Sensis to understand so that they can generate revenue
in the process. The company mainly operates in business-to-business market, which will
enable them to gain the popularity in the market.
The company does the media release for the company in the market, which enable
them to grow in the process and make them newsworthy as they provide information
regarding the client company in the Australian market. The company also tag the client
company and that is the main reason the consumers are able to understand the worthiness of
the company in the market and avail service from the company whom Sensis have done the
marketing. Hence, the company look after the client’s marketing and that makes them
newsworthy in the Australian market.
Building Relationship through Social Media
Public relation practitioner as well as the media or influencer/blogger possess some
role and that is to inform the viewer or the listener or reader to keep them updated regarding
the news or the information. The role of both the parties are complementary to each other and
that is the main reason both of them might face some conflict in between them, which is a
part of their profession. There are different objectives or goals that is being followed by both
the parties and it is essential to understand their perception (Archer and Harrigan 2016).
The public relation practitioner post articles or blogs on behalf of the clients and what
the media to provide positive feedback regarding the client of the practitioner. The main

3MEDIA RELATION STRATEGY
objective of the practitioner is to keep the customers informed regarding the new product or
service that the client company or person is providing in the market. They need to make sure
that the media coverage is provided to the client so that they can expand in the market and
can attend a huge response in the market (Gustavsson, Suleman Nasir and Ishonova 2018).
These will benefit the client in the process and also will benefit the practitioner to become
popular within the clients. These is essential to understand as many people often get confused
with the media and a public relation practitioner.
On the other hand, media is someone who provides general view regarding the
company or the person irrespective of positive or negative, which is not there in the public
relation practitioner profession. The public relation practitioner only provide positive view to
the customers regarding the client in the market so that they can expand in the process. The
media only want news which are interesting and relevant for them in the market to provide
information about and can fit their daily editorial irrespective of the fact that whether it is
good or bad. These need to be understand by the consumers so that they can differentiate
between the media and public relation practitioner.
The conflict might occur between the public relation practitioner and media when the
pitch of the practitioner is boring or off the topic. The conflict can also arise when media
print some irrelevant news regarding the client company or the individual in the market,
which will affect the image of the company or the individual in the market (Evans and
Cothrel 2014). These need to be understand that the people still relies on the news that the
media is providing or public relation practitioner is providing to them.
The relationship of the public relation practitioner and the media can be enhance with
the help of the social media as this provides a common platform for both the parties to
interact and deliver the information. These is essential to understand so that the proper news

4MEDIA RELATION STRATEGY
can be transferred to the other parties as well. These will help them to maintain a
transparency in the market and can provide proper information in the process (Poch 2015).
These need to be understand by the both of them so that an effective relationship can be
maintain between them and this will also enable them to grow in the industry they are dealing
in. The social media eliminates the timely factor in the communication process and that is the
main reason it is an effective way to communicate and to maintain an effective relationship in
the process.
Types of Visual Content
There are different types of visual content that need to be look after by the media
manager, which will enable them to expand in the market and to become popular in the
process. These is essential for the company to understand so that they can market their
products and service in an effective way possible (Sacha et al. 2015). The visual content
possess the high retention power and that is the main reason the company need to look after
the visual content so that they can market their product and service in an effective way
possible. These will help them to expand in the market and to achieve the success in the
process.
The types of visual content that need to be look after by the media manager are:
 Infographics: The customers usually make their purchases on the basis of the data
that is being collected by the company in the market but as the data which is their
in the report is quite massive. Therefore, it is essential for the company to provide
the infographics to the consumers so that they can get the clear idea regarding the
successfulness of the product or service provided by the company (Meyer et al.
2013).

5MEDIA RELATION STRATEGY
 Videos: This has become one of the essential factor for the company to grow in
the market and to achieve the success in the process. The retention power of the
company is comparatively high and that is the main reason company are more into
the videos so that they can grab the attention of the customers in the market and
can achieve the success in the process.
 Branded Image: The image of the company can be enhanced with the help of the
website and it also attracts the customers towards the brand. These is essential for
the company to maintain the image of the company and provide a brand to rely on
to the customers (Sacha et al. 2014). These can be done with the help of the image
that are being uploaded in the website so that the customers can be attracted in the
process and enable them to expand in the marketplace.
 Photography: The photographs also plays a vital role in the enhancement of the
image of the company in the market. These enable the company to attract the
customers and help them to become popular in the marketplace. The retention
power of the image is much higher than the other forms as the retention power is
comparatively high in this process (Sekaran and Bougie 2016). Therefore, it can
be said that the company need to look after this visual content so that they can
become creative in the market and can obtain what they want to achieve from the
marketplace.
These are the major things that need to be look after by the company so that they can
attract the customers as well as the business firm towards them so that they can achieve the
success, what they intend to achieve in the process. These will help them to achieve the target
and will also assist them to become popular in the marketplace. Therefore, it can be noted

6MEDIA RELATION STRATEGY
that the company need to look after the visual content so that they can possess the high
retention power in the market and can achieve the success in the process.

7MEDIA RELATION STRATEGY
References
Archer, C. and Harrigan, P., 2016. Show me the money: how bloggers as stakeholders are
challenging theories of relationship building in public relations. Media International
Australia, 160(1), pp.67-77.
Evans, D. and Cothrel, J., 2014. Social customer experience: engage and retain customers
through social media. John Wiley & Sons.
Gustavsson, A.S., Suleman Nasir, A. and Ishonova, S., 2018. Towards a world of influencers:
Exploring the relationship building dimensions of Influencer Marketing.
Meyer, R.E., Höllerer, M.A., Jancsary, D. and Van Leeuwen, T., 2013. The visual dimension
in organizing, organization, and organization research: Core ideas, current developments, and
promising avenues. Academy of Management Annals, 7(1), pp.489-555.
Poch, M., 2015. The Role of Social Media in Sports when Developing Long-Term
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dissertation, Southern Illinois University at Edwardsville).
Robinson, L., Prichard, I., Nikolaidis, A., Drummond, C., Drummond, M. and Tiggemann,
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exercise behaviour. Body image, 22, pp.65-71.
Sacha, D., Senaratne, H., Kwon, B.C., Ellis, G. and Keim, D.A., 2015. The role of
uncertainty, awareness, and trust in visual analytics. IEEE transactions on visualization and
computer graphics, 22(1), pp.240-249.

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Sacha, D., Stoffel, A., Stoffel, F., Kwon, B.C., Ellis, G. and Keim, D.A., 2014. Knowledge
generation model for visual analytics. IEEE transactions on visualization and computer
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159-163).