MEDIA RELATIONS &

CRISIS MANAGEMENT
JCS 2143
 The media's the most
powerful entity on earth.
They have the power to
make the innocent guilty
and to make the guilty
innocent, and that's power.
Because they control the
minds of the masses.
(Malcolm X 1925-1965)

JCS 3153 Media Persuasion & Crisis Management

 Introduction

MEDIA RELATIONS
Definition

Media Relations An Overview

Media as Monitoring Tools

Media The Advantages & Disadvantages

Literature Review on Media Relations

Journal Review

Conclusion

JCS 3153 Media Persuasion & Crisis Management

JCS 3153 Media Persuasion & Crisis Management
 Definition 1
Media relations are activities that involve
working directly with persons responsible
for the editorial (news and features), public
service and sponsored programming
products of mass media
(Lee Odden,2005)

JCS 3153 Media Persuasion & Crisis Management

 Definition 2
Media relations are
the ongoing facilitation and coordination
of communication and relationships
between an individual, group or
organization and the news media
(Johnston,2007)

JCS 3153 Media Persuasion & Crisis Management

 Definition 3

Media relations are

the communication pattern between
an organization and those sections
of the media which are interested in
its activities
(Ridgway,1996)

JCS 3153 Media Persuasion & Crisis Management

 Media Relation : Overview
Why important?
The Public Relations industry embracing change
due to technology & global expansion of knowledge
Therefore it is important to understand the range of
PR activities and roles that exists.

Media Relation often viewed as soft part of

Public Relations.

JCS 3153 Media Persuasion & Crisis Management

 Media Relation : Overview(2)
Successful Media Relations involves:
understanding the media
how they work ?
what their requirements ?

JCS 3153 Media Persuasion & Crisis Management

 Media Relation : Overview(3)

Media Relations often described as an attempt

to reach a maximum of
publication or broadcasting of a message
information for the public relations (public
relations) in order to create knowledge and
understanding for audiences of the organization
or company concerned.

JCS 3153 Media Persuasion & Crisis Management

 Media Relation : Overview(4)

It is a field that requires special skills, general

knowledge and expertise about the media and
their practices
Requires an understanding of current affairs,
the business, political and third sectors

JCS 3153 Media Persuasion & Crisis Management

 Media Relation : Overview(5)
Regarded as an effort of organization
(corporate) to inform all about the activities of
the organization so that the audience (the
public) can have the information widely.
Efforts refers to the building (or the process)
the reputation of the organization so that
stakeholders continue to put trust in the
organization.
.

JCS 3153 Media Persuasion & Crisis Management

 Media Relation: Overview (6)

Media relations is an important part in creating

and maintaining corporate reputation
Media Relations - like other functions of Public
Relations has become a specialist field requiring
specialized knowledge and understanding
Equally important in three (3) sectors of society:
a) The Political
b) The Corporate
c) Non-profit
JCS 3153 Media Persuasion & Crisis Management
 Media Relation: Overview (7)
Media Relations often surprises those who
encounter or work in it because it can be
complex, specialized and extremely demanding.
While working with the media can be a great deal
of fun and fulfilling, it can also be hard work and
frustrating
It is important to understand that you are dealing
with one of the toughest and demanding publics
in the field of corporate communication :
THE M E D I A
JCS 3153 Media Persuasion & Crisis Management
Media Relation: Overview (7)

JCS 3153 Media Persuasion & Crisis Management

 Media as Monitoring Tools
Working with the media on the behalf of an
organization allows for awareness of the entity
to be raised
Ability to create an impact with a chosen
audience.
Allows access to both large and small target
audiences

JCS 3153 Media Persuasion & Crisis Management

 Media as Monitoring Tools (2)

Helps build public support

Mobilizing public opinion for an organization.
Done through a wide range of media and can be
used to encourage two-way communication.

JCS 3153 Media Persuasion & Crisis Management

 Media as Monitoring Tools (3)
Media provide two (2) critical services for the
Public Relations professionals:
1) Get information out to a target public
2) Provide a monitoring tool (about your
industry/organization, event, issue, product)
We use the media for research, for forward
planning and for targeting, analysis and
evaluation

JCS 3153 Media Persuasion & Crisis Management

 Media as Monitoring Tools (4)

Clarks (2003) notes that we use the Media in

the following ways:
To document and quantify coverage achieved
through media releases, conferences, events
and campaigns;
To gain an understanding of our publics and
perception of our products or service;
To gain a broader understanding of the industry
and society in which an organization operates;
JCS 3153 Media Persuasion & Crisis Management
 Media as Monitoring Tools (5)

To gain knowledge of how our competitors

operates;
To assist in evaluation, research and analysis
of opportunities and trends;
To analyze the effectiveness of Public
Relations plans, including sponsorships and
community relations;
To inform and equip us to act when issues or
crises arise
JCS 3153 Media Persuasion & Crisis Management
 Working With Media

There are advantages and disadvantages to

work in this industry.
Advantages
Raise awareness and get your point of view
heard
Create impact within your chosen audience

Save money by using editorial to gain exposure

rather than pay for advertising
Gain legitimacy and creditability through
editorial JCS 3153 Media Persuasion & Crisis Management
 Working With Media Advantages
(Cont)
Reach targeted audiences, both large and
small
Build public support and mobilize public opinion
Use a range of media depending on your
message

JCS 3153 Media Persuasion & Crisis Management

 Working With Media
Disadvantages
Lose control of your message because of the
uncontrolled nature of the media
Accuracy can be compromised
Stories can be too brief, superficial or lack depth
The desire for conflict may mean worthy stories
are overlooked
Sensationalism can occur, especially if the story
is perceived to be bland
Stories can be handled with bias
JCS 3153 Media Persuasion & Crisis Management
Media Relations Literature Review
Source:http://eprints.usm.my/9578/1(R. Sharmini)
 View from Academic Journals

Media relations should not be used when issues and

crises rise; it is essential to have constant liaison with
top media owners in order to be informed about what is
going on in the market.
This allows adopting/changing strategies when needed
in order to earn more public trust, as well as
proactively identifying potential issues.
Such flexibility and relationship with the media helps
businesses to hinder potential issues from being
turned to any kind of situation, which may harm own
brands and publicity.
(Khodarahmi: Disaster Prevention and Management Volume: 18 Issue: 5 2009 )
 Conclusion

Media Relations is a
specialized profession, but it
does not work in isolation
It is part of the Public
Relations mix and part of
two-way relationship with the
media
It has a range of roles which
can support, lead, facilitate
and make things happen
JCS 3153 Media Persuasion & Crisis Management
JCS 3153 Media Persuasion & Crisis Management