Engaging Media: Key Messages for Star Bright Program Relaunch

This report analyzes the media relations strategies employed for relaunching the 'Star Bright' program, focusing on the rationale behind choosing a media conference over individual interviews. It justifies the decision by highlighting the program's target audience, particularly sick teenagers and their siblings, and the need for broad and accessible communication channels like television and radio. The report discusses the benefits and risks of a media conference, emphasizing its ability to reach economically disadvantaged and less literate families who might be hesitant to participate in individual interviews. It also elaborates on the selection of key messages, such as new discount offers and insurance policies, to attract media attention and engage the public, especially concerning funding treatments for children from low-income families. The key messages are important in media because they are always in search of something new and innovative.

Running head: MEDIA RELATION
Media Relation
Name of the Student:
Name of the University:
Author’s Note:

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1. Justify why you called a media conference for your topic. That is, what news values come
into play? Why?
A media conference was called for this because a large number of audiences were to be
targeted. This is because relaunching an event is a very sensitive thing. Once this star bright
program has already taken place previously and now the media conference is being conducted
for the purpose of re-launching the same. As this programme is mainly hinted at helping the sick
teenagers and their siblings, the advertising of this program must take place in such a way that a
maximum number of audiences can be involved. Particularly, because this is a re-launching
event so the audiences have to be assured as to what new benefits they will be getting here. As
this event has already taken place earlier, the audiences will not be easily convinced about
attending it once again. The major reason for conducting it again is to let the audiences know
about some of the new plans that they have recently launched. They have incorporated some new
insurance plans and also some new discount offers so that they can easily access the services
(Ackerman & Fleszar, 2016).
2. Discuss the benefits/risks of a media conference. Argue why you called a media
conference rather than arrange individual interviews with media outlets or make no
comment at all.
However, this could have been done by keeping in mind the fact that there can be many
families where the children are fighting deadly diseases. Not only those children but also their

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siblings are fighting with the same. This can happen that these families are economically poor
and they are living in some of the remote regions. They might not be literate enough to even
understand the advertisement of it was done through the means if newspaper (Arthur et al.,
2014). However, the media will telecast this news on television and also through the FM
channels in radio. These mediums are easily available for all the people. People of all sorts can
have proper access to these platforms and can easily know about the changes that are to be
brought there (Clare, 2018). Even people who are living in the remote regions can get to know
about these advertisements or the new changes that are to be incorporated into the star bright
programme. Individual interviews might not have been well accepted because many parents
might feel hesitant in coming up and speaking. They might also feel that they will have to pay
some charges if they come for the interview. Not every family is literate or smart enough to
come for a direct personal interview and talk about the illness of their children. They do not feel
comfortable in speaking about these matters openly. However, if there is a media conference
they will know that there will be many other such families together (Starlight Children's
Foundation. 2018).
3. Discuss your selection of key messages and why key messages are important in engaging
with the media.
The key messages will be that they are incorporating some new discount offers and also
some insurance policies that will help the poor families to avail the services. Apart from this,
they will also fund the treatments of many of the children belonging to families that are below
the poverty line. The key message is important in media because they are always in search of

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something new and innovative. They will not go to cover just any and every piece of
information. They will work only for those places where they can get a large gathering.

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References
Ackerman, G., & Fleszar, J. (2016). U.S. Patent No. 9,525,711. Washington, DC: U.S. Patent
and Trademark Office.
Arthur, B., Van Os, M., Lemay, S. O., Christie, G., & Westen, P. (2014). U.S. Patent No.
8,724,523. Washington, DC: U.S. Patent and Trademark Office.
Clare, J. (2018). John Clare's guide to media handling. Routledge.
Starlight Children's Foundation. (2018). Starlight Children's Foundation.