Mata kuliah
Tahun
: 00324 - CRISIS COMMUNICATION AND PUBLIC
RELATION
: 2010
MEDIA RELATIONS
Pertemuan 17 – 18
By: Dr. Drs. Dominikus Tulasi, MM.
Learning Objectives




Understanding the role of media relations
List the key components of media relations
Understand the diversity of approaches
Start to build your own communications using
public relations as media relations
 Understand how public relations work as media
relations.
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CREATING PERCEPTIONS THROUGH THE
MEDIA
The impact of mass communication has grown
massively and it even influences world events. In
recent years, competition for news media audiences,
has grown continually fiercer. The pressure to attract
attention—to sensationalize—has intensified. The
forces at work are amplified by higher levels of public
education and awareness. Today media create
events; they don’t just report events. And commercial
television news is largely based on entertainment
techniques.
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CREATING PERCEPTIONS THROUGH THE
MEDIA (1)
 It is clear that as great as the change has been in
mass communication in just a few years, much
more change is ahead. Some traditional methods
of dealing with the media are obsolete before
long.
 Media relations is about working with the media
to convey the most effective impression of your
organization. Publicity is generally regarded as
more credible than advertising, and establishing a
good working relationship with the media is
essential for successful communication programs.
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 Publicity through news releases, interviews and
other communication techniques is designed to
broaden knowledge and achieve positive
recognition of an organization, its management
(especially the chief executive) and its
operations.
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CREATING PERCEPTIONS THROUGH THE
MEDIA (2)
Typical activities within a corporate media relations
program are:
 Site visits by journalists,
 Training of executives in media and presentation skills;
 Research in order to brief media as part of issues and
crisis management and company announcements;
 Preparation of printed information, eg fact sheets,
corporate brochures for media;
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CREATING PERCEPTIONS THROUGH THE
MEDIA (2)
Typical activities within a corporate media relations
program are:
 Preparation and simulation of crisis procedures
involving the media;
 Specialist consultants to advise and perhaps to
conduct aspects of the media relations programs;
 Photography;
 Media monitoring services;
 Entertainment—lunches and corporate hospitality;
 Promotional giveaway
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CREATING PERCEPTIONS THROUGH THE
MEDIA (3)
Product media relations activities typically involve:
 Briefing consultants;
 Conducting research relevant to products;
 Preparation of product launches;
 Preparation of printed information, eg product
fact sheets and brochures;
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 Preparation of broadcast-quality video footage
and video news releases, eg new medications;
 Media briefings, especially involving the cost of
accomodation;
 Product photography.
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THE STRATEGIC PURPOSE OF MEDIA
RELATIONS
 The objective of publicity is to make something or
somebody known;
 Publicity is a strong but not overwhelming
influence;
 Generally the aim is to influence the behavior of
target group;
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 In an era of increased accountability, more
managers are beginning to understand the
interrelationship between responsible media
relations activity;
 Media activity should be part of a larger
business plan.
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THE STRATEGIC PURPOSE OF MEDIA
RELATIONS (2)
Factors shape the media relations function:
 Type of organization;
 Whether the organization is from the public or
the private sector;
 The extent of media interest in the products,
services or other organizational activities;
 Expectations of the organization’s management
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BEST PRACTICE GUIDLINES
Best-practice media relations activity generally
involves:
 A clear link to the organizational mission and
goals;
 The use of media relations as a strategic tool in
support of external relationships;
 Endorsement by the chief executive and senior
management.
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BEST PRACTICE GUIDELINES (1)
Key elements of strategically based media relations
are:
 A media strategy is documented and
implemented according to principles agreed
between the public relations group and the
senior management group.
 A media policy is drawn up with responsibilities,
profiles and positioning as defined and agreed
between the public relations group and senior
management group.
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 Media activity is planned to reach target
audiences in direct support of the organizational
mission and goals.
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BEST PRACTICE GUIDELINES (2)
Key elements of strategically based media
relations are:
 Media contact is broadly divided into proactive
reactive reactive activities.
 Systematic use of consistent messages is made;
 Spokesperson’ roles are documented and
supported;
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 There are clear triggers for engagement as part
of the issues management/stakeholder relations
process.
 Decisions are agreed beforehand on the
activities to follow up media coverage (interview,
survey, discussions with key opinion leaders).
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PUBLICITY STRATEGY
The steps in planning a publicity program are:
 Analysis, in detail the history and facts of the subject
to be published.
 Set the objective. All events and publicity activities
should be planned with an objective.
 Target the media. Often the most important publicity
is the work with individual publications &
broadcasters.
 Spokespersons. Interviewing the senior executive
responsible for the respective organization for which
publicity is being sought
 Obtain approvals. People obtain approvals.
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SELECTIVE ENGAGEMENT
Selective engagement can be far more effective than
knee-jerk responses:
 Always focus on your communication goals.
 Keep messages focused and consistent.
 Concentrate preparation only on the toughest
questions
 Communicate directly to stakeholders, not
through the media.
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 Always let opponents & critics speak for
themselves.
 Doing nothing can be a powerful force.
 Respond to media enquiries only when the
needs of those directly affected have been
attended to.
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