Media Relations in Corporate Communications: A Comprehensive Report

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Assessment 4
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Abstract
This report is prepared in order to understand the concept of media relations regarding corporate
communications. This report will highlight the importance of media relations for the managers to
master the function of corporate communications. The corporate communication strategies
improve the quality of the decisions made which can further contribute towards the success of a
company. The corporation has always been considered as the legal entity but the emergence of
the new technologies has made the changes many areas of the activities of corporate
communication. This report is intended to provide the main themes associated with the media
relations and the major issues are also explained identified regarding the media relations. Media
Relations is considered as working with the media in order to inform the public regarding the
missions, visions, practices as well as the policies of an organization in a consistent and positive
manner. This is the form of a relationship which is maintained by the company with the
journalists. The work media relations is generally used interchangeably with public relations but
these two are different concepts as the public relations is the extended relationship beyond the
media to the whole general public.
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Table of Contents
Abstract............................................................................................................................................2
Introduction......................................................................................................................................4
Media Relations...............................................................................................................................5
Conclusion.......................................................................................................................................8
References........................................................................................................................................9
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Introduction
The media relation is referred as the relationship maintained by a company or the corporate with
the media and journalists in order to inform the general public regarding all the important
information about the company which should be reached to the public to enhance the image of
the company in the market. Corporate communication has a very important role in the success of
any business organization. Corporate communication is referred as a process of the interaction
through which the supervisors, managers as well as the executives within a company exchange
their point of views, feelings and the opinions with their subordinates as well as with the outside
world.
Purpose: The purpose of this report is to develop an understanding of media relations and their
importance in corporate communication.
Thesis: This report will present the development of the online strategy for media which will
bring the benefits in maintaining the media relations.
Blueprint: This is very essential in today's world for business organizations to have good media
relations which will be helpful in constructing good communication with the general public. This
business coverage can be helpful in the development of the business and success can also be
ensured. The media relations also help in managing the negative news and the bad image of the
company.
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Media Relations
The media relations are considered as one of the most critical as well as the active areas of
corporate communication. Media is an effective mode through which the people associated with
a business such as the employees, customers, suppliers as well as the investors of the company
gets the most relevant information about the company (Mai and Hoffmann 2014). It also further
helps in the development of the image of the company in front of the general public. There is
continuously increment in the new technology development such as the development of social
media techniques has made it easy for the employees of a corporate to communicate in an easy
manner. There is something different meaning of communication in relation to the corporate. At
the corporate level, it refers to all the interactions such as written as well as spoken and both
internally as well as externally (Doicu and Mishchenko 2019). The media relations can be
considered as the effective mode to facilitate the communication of the managers to the external
stakeholders of the company because the managers can easily communicate and tell all the
relevant information about the business to the general public. There is a significantly increased
the need for facilitating the corporate communication within the business organizations because
somewhere it has become the key to success for the companies.
The companies, irrespective of their sizes are required to build good relationships with the
media. There is the requirement of cultivating the relationship with the right people in the media.
Within the organizations, the communication departments make the use of the mass media in
order to assess the opinion of the public, making the evaluation of the coverage of media as well
as developing the quality content on media. These media relations also help in developing the
brand presence of the company in the market (Stock 2018). When a company is having good
relationships with the journalists, it can be considered as a positive point for the company to
enhance its brand image in the market. There are several numbers of tips that can be considered
while making effective relations with the media:
 There is a need for identifying the appropriate media contacts.
 There must also be ensured the proper media tracking concerned to the media contacts
and publications.
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 There must be a direct relation with media.
 There must not be the use of any scientific languages
In order to execute the media relations and the managers to master corporate communications,
there is a need for summarising the traditional and the new media coverage. The company may
use the online media strategy for the purpose of business coverage (Mayhew and Weigle 2018).
Majority of the people have the presence over the internet which can be helpful in the overall
growth and success of the company. In order t maintain media relations, there have been
identified some issues which are the following:
Issue 1: Finding time for building a relationship with media
One of the major challenges faced by the managers in recent times is the shortage of time to
maintain good relations with the external parties of the business. There are short term deadlines
and a lot of pressure at the workplace which may cause to not the proper time for the interaction
with media (Emmanuel and Rayudu 2016). This may lead to a lack of the publicity of the
business and lesser coverage of the business. This may cause less market capture and achieving
clients for the business.
This issue can be solved by changing the way of working within the organization. There must be
made groups for all the works of a similar nature which may lead to the involvement of a shorter
period of time to complete them altogether (Zhang et al. 2019). This will be helpful in time-
saving which may be utilized in establishing good media relations.
Issue 2: Developing the relationships with the reporters
Developing a relationship with the media is very important for corporate communications with
the external parties of the business. This is a tricky one problem to connect with reporters and
then receiving the response from them. There are several situations where organizations fail to
connect with media reporters. The media relations are considered as the most important features
of the corporate communications and are required for maintaining the brand presence of the
company (Ghate and Pati 2016).
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There can be conducted private meetings with the journalists in order to publish the information
regarding the company over the internet. The managers will be needed to effectively
communicate with the journalists and the media representatives.
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Conclusion
This report is prepared in order to understand the relations of media relations with successful
corporate communication. The successful media relations can be helpful in facilitating the
communication of the managers of the companies with the external parties of business. It is very
essential for businesses to build effective relationships with media enterprises and the journalists
so that the success of the organization can be ensured through building a brand presence of
business in the market. There is being explained why the managers should master the function of
corporate communication. It is important because it helps in creating the good relationships of
the business with the internal as well as external parties of the company.
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References
 Doicu, A and Mishchenko, MI 2019, ‘Electromagnetic scattering by discrete random
media. I: The dispersion equation and the configuration-averaged exciting field’, Journal
of Quantitative Spectroscopy and Radiative Transfer.
 Emmanuel, M, and Rayudu, R 2016, ‘Communication technologies for smart grid
applications: A survey', Journal of Network and Computer Applications, 74, pp.133-148.
 Ghate, PV and Pati, HK 2016, ‘Collaborative distributed communication in
heterogeneous environments: A comprehensive survey’, Journal of Network and
Computer Applications, 61, pp.1-20.
 Mai, R, and Hoffmann, S 2014, ‘Accents in Business Communication: An integrative
model and propositions for future research', Journal of consumer psychology, 24(1),
pp.137-158.
 Mayhew, A and Weigle, P 2018, ‘Media engagement and identity formation among
minority youth’, Child and Adolescent Psychiatric Clinics, 27(2), pp.269-285.
 Stock, K 2018, ‘Mining location from social media: A systematic review’, Computers,
Environment, and Urban Systems.
 Zhang, C, Fan, C, Yao, W, Hu, X and Mostafavi, A 2019, ‘Social media for intelligent
public information and warning in disasters: An interdisciplinary review’, International
Journal of Information Management, 49, pp.190-207.
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