Media Relations

            Media relations refer to how organizations work with the media to inform the public about the organization’s goals and practices in a positive and a credible manner (Johnston, 2013). This means the coordination that exists between the organizations and the people responsible for producing news such as journalists. Organizations need to make a positive relationship with the media so as to maximize positive coverage in the media and offer information that is relevant to the audience (Johnston, 2013). Therefore the aim of this paper is to determine the impact of positive media relations with business organizations.

            Positive relationship with media is important to any business organization because of the role media plays in promoting business activities. To begin with, media is used as a tool of communication within the organization, between the organization and other organizations, and between the organization and other stakeholders (Johnston, 2013). It is a channel of communication between the employers and the employees of the organization. Internal communication is important and a very complex process that requires a good relation with the media in order to control the inflow and the outflow of information in an organization. Hence media relations make it easier to coordinate activities in an organization. Therefore media relation if not handled with care can spoil the image of the organization since the information which would be concerning the organization can be leaked out through poor medium of communication (Johnston, 2013).

            Media relations with the organization help the organization in handling crisis communication issues. In the past days, companies had poor order where if an employee does something stupid, a loss being realized or other major dilemmas in the organization, the information could be heard so rapidly and this could distort the company (Bland et al, 2005). This could happen as a blog post is either tweeted and later seen by a particular reporter who writes about the incidence and the information circulates a bigger coverage hence exposing a horrible picture about the organization. Therefore positive media relations help to minimize cases that the organization’s image is destroyed.

            Media relations bring about higher credibility rather than paid advertising can do. This is due to the positive news coverage offered as a result of closeness with a particular news media (Bland et al, 2005). If a company has a good relation with a given news medium, it has an assurance that any information about it is protected and is produced in a right manner. This is because media has powers to release any information about the company.

It is also of great importance for an organization to have a positive dealing with a given media because there is a possibility having lower costs of coverage (Bland et al, 2005). And at lower costs, the organization is able to catch a wider audience at affordable costs hence promoting the organization’s operation.

            By having a good relation with the media, it is possible for the latter to know much information concerning the organization for example who needs to know about the organization, what is transpiring within the organization at a given time, which information the organization needs to inform to the public and how to handle such information (Bland et al, 2005). Therefore this helps media to release the right information in a right time and with a right purpose as per the organization’s needs.

A good media relation builds a good and a dependable relationship between the organization and the media writing about it. Media relation creates a strong bond of dependency that may prevail for a long time and as the organization continues depending on that particular media, it is assured with honest information to be released which cannot cause any harm to the organization (Stanton, 2007).

            Media relation also helps the organization carry out a thorough research on which media of communication is appropriate for its business. Through this research, the organization is able to identify the most effective medium and reporters to do the reporting. This is because not every media can perform the duty in a similar way (Stanton, 2007). Different media of communication perform their duty in a varying way and they all have different impacts. Therefore, strong media relation will help the organization stick on the best medium fit for its organizational needs.

Conclusion

            Media relation is about the relationship between the organization and the media outlets. This works to build a strong rapport with media in communicating the organization’s goals, practices and newsworthy events. It is important for any organization to build a concrete relationship with the media. This is because of the significant positive impact that media relations have with the organizations especially business organizations one of which is control of inflow and outflow of information within the organization such that the organization’s information does not leak away unnecessarily. It is also a solution to crisis communication issues in an organization where a bad image of the organization can be controlled from reaching a wider audience. It increases credibility to an organization concerning the information being released and lastly an organization is assured of honesty due to a strong connection that it has with the media.

References

Johnston, J. (2013). Media relations: Issues and strategies. Crows Nest, N.S.W: Allen & Unwin.

Bland, M., Theaker, A., Wragg, D. W., & Chartered Institute of Public Relations. (2005). Effective media relations: How to get results. London: Kogan Page

Stanton, R. (2007). Media relations. South Melbourne [u.a.: Oxford Univ. Press.