Media Relations: Strategies, Challenges, and Online Media

Desklib provides past papers and solved assignments for students. This report explores media relations strategies and challenges.

MANAGEMENT COMMUNICATION - A4 - REPORT

Contents
Introduction......................................................................................................................................3
1. Evolution of Media Relations......................................................................................................4
2. Reasons for Media Relations.......................................................................................................4
3. Media Coverage for Business’s Growth......................................................................................5
4. Build Successful Media Relations...............................................................................................6
5. Develop Online Media Strategy..................................................................................................7
6. Issues in Media Relations............................................................................................................8
Conclusion.......................................................................................................................................9
Presentation....................................................................................................................................10
References......................................................................................................................................16
List of Figures
Figure 1: Reasons for Media Relations...........................................................................................5
Figure 2: Media Coverage for business's growth............................................................................6
Figure 3: Develop Online Media Strategy.......................................................................................8

Introduction
Media publicity and relation is working as powerful tools or technique for changing and
influencing the behavior of the public and persons. So, the media publicity or relation provides
or delivers the endorsement of services, product and issues to the third party. Therefore, it can be
said that media publicity or relation was totally built on relationships with the reporters which
will use for a long period. Media relation or publicity is containing numbers of forms such as
direct marketing or advertising, communication via journalist and etc. The main or purpose of
the media relation or publicity is to share the data information with public or persons. It is
working as the corporate communication function for the numbers of departments of media
relations.
The media relation’s report will provide information on the use of media relation or publicity for
the organization. It will provide the numbers of issues or challenges which can be faced by the
media relation for the organization. It will also provide different types of reason for building the
successful media publicity or relation program. This report will also develop a media strategy for
the organization. It will also describe the handling process of negative news.

1. Evolution of Media Relations
The media relation or publicity is often utilized in the business world or organization. The media
relations are enhancing the interaction of company or business organization with the bloggers,
journalists, reporters, editors, and other types in media relations.
Functions of Media Relations
Placing and pitching stories is working as traditional roles for media relations or publicity. The
building or creating the relationship is very critical or most part for the media relations or
publicity. In the media relations, the company spokespersons are fulfilling or providing the
requested information of reporters and it is needed that trusted resources or information must be
provided to the media reporters (Halligan & Tom 2010).
Media Relation’s Executions
Digest and read all traditional and new media coverage for the business organization. The media
relations are including the bloggers, online outlets, and local media which are vital for online
publishing or media relations. The business organization is trying to manage or control the
relations with media for both purposes (New technology and traditional technology). In the
media relation’s execution, the traditional outlets are using to establish social media platforms or
channels for the business organizations (Horn & Sabrina 2013).
2. Reasons for Media Relations
There are numbers of reasons for implementing or using media relations or publicity. The media
relations or publicity is known as the public relation’s subset which is providing the numbers of
benefits for the organization which is providing below:
 Branding
The media relations or publicity is reinforcing the brand strategies of the business
organization which is creating strong media campaigns for the business organization.
Branding will also communicate or convey the positive phase of products, services in the
media. Therefore, the numbers of customers will associate with the brand or products of
the business organization.
 Third-party Validation
There are numbers of methods which are using for the marketing purpose but these
marketing methods are not providing the validation of products for the third-party. So,
the media relations or publicity will provide the validation of products, services and other

things to the third-party. So, the customer will easily trust the products of the company
because it is promoted by the media groups (Etter & Michael 2013).
 Launch New Products
With the help of good media relations, the business organization or companies can easily
launch the new products, services, and other facilities so, customers can aware about the
new products and they can easily get the benefits of new products.
 For getting good or better financial results with minimal efforts.
 For enhancing the involvement of business organization or companies in the
community/local activities.
 For launching the product’s promotional campaigns of business organization or
companies.
 For enhancing the reputation of the business organization, so; the selling of the
company’s products will enhance or increase in the proper manner (Chermak & Weiss
2015).
Figure 1: Reasons for Media Relations
3. Media Coverage for Business’s Growth
The media coverage is one of pillar or basis part of media relations or publicity in the business
organization. The positive coverage of media is working as a powerful tool for letting the
customers or people about the new products, services, and facilities of the companies and it will
force to the customers to think about the products, services, and facilities of the companies and

purchase its. The media coverage is not using to sell the products and services of the companies
but it is also using to reduce negative coverage of the products and services of business
organizations. With the help of media coverage, the growth of the small-medium business can
easily enhance (Lee & Sang 2019).
For example:
The food services of Australia are publicizing the advertisements in the magazine which is
providing the best features and facilities of companies or organizations. This media coverage will
create or develop awareness about the products or brands of the companies or business
organization. This will also convey the aspects or goals of the business which can’t convey via
the other types of marketing tools such as trust, passion, credibility, expertise, and other types of
features.
Figure 2: Media Coverage for business's growth
4. Build Successful Media Relations
The successful media relations are creating with the help of numbers of steps and which is using
for promoting the products or brands of the companies or business organizations. Therefore,
these steps are providing below:

 First of all, set the strategic goals or objectives of the business organization or companies.
So, the proper media coverage can easily plan for the products and services of companies
or business organization.
 If companies or business organization don’t have any media coverage then, companies
must create or develop the proper plan for online or print media kit so, awareness of
products can easily provide the numbers of users or customers.
 The staff of companies must be available for providing the reply about the issues in the
products of companies.
 The information of products must be included in the prime media on a regular basis
which can be done by posting the information of products in form of breaking news.
5. Develop Online Media Strategy
There are numbers of steps which are using for developing the online media strategy in an
effective manner which is providing below:
 Listen
First of research over the needs of customers and it is also identifying where customers
are online. Then, create the proper lists of needs of customers.
 Identify Objectives and Goals
After that, the goals and objectives of companies must be considered to develop an online
media strategy. In this phase, the goals or needs of customers must also consider.
 Develop Strategy plan
Then, map out the best approach to deliver the content of products or services to the
customers of companies.
 Develop Content
After that, develop the best content which is outlined in the timeline of the organization
and it will provide help to develop the content.
 Engage
After completing all steps, now choose the best social media platform for posting the
content and engage will express and convey the viewpoints of companies.
 Measuring Success
Then, measure the effectiveness of marketing activities which is indicating the success of
online media strategy (Cliona, Jonathan et al., 2018).

Figure 3: Develop Online Media Strategy
6. Issues in Media Relations
There are numbers of challenges or issues which are faced by the business organization or
companies when they will use the media relations or publicity.
 Rapid Response
It is the major issue which is faced by companies that they must provide a rapid or quick
response when questions or feedback will be raised by the customers or other persons.
 Managing the Expectations of Client
It is also another issue that companies must manage the expectation of clients with the
help of media relations and reduce the negative feedback of customers.
 Finding Opportunities
Finding good opportunities for companies and customers is also another issue. So, it will
provide good products and services to the customers and it will enhance the productivity
and profit of companies (Icha, Feliza et al., 2017).

Conclusion
The media relations are powerful tools which are used by the companies for promoting the
products and services in an effective manner. With the help of this media relation, the growth of
the business can easily enhance and manage. Media publicity and relation is working as powerful
tools or technique for changing and influencing the behavior of the public and persons. So, the
media publicity or relation provides or delivers the endorsement of services, product and issues
to the third party. This report is providing numbers of issues which is faced by companies and it
is also explaining the online media strategy. It is also describing the evolution of media relations.

Presentation