Success with the Media
An organization having a positive relationship with the media is of utmost importance to its success. Not only is the media the channel for a company's message, but it is also a constituency that much be respected. An effective balance or, "give and take" with a media source will evoke respect and mutual understanding from both parties involved. Communication professionals from within the organization must be involved in company strategy in order to provide a transparent view from any media source that comes in contact with the company.
Media coverage of companies has certainly grown in the past generation. Whether the medium is television, radio, print or Internet, there is a constant stream of media reaction and opinion to the daily functions of the business world. This is where a communications team becomes so important. The team becomes the face of an organization, and without diligence, relationships with the media can become strained.
To maintain and foster a relationship with the various sources of media, companies need to first identify the proper outlets for their messages. Researching the "angle" of an upcoming story is important in order to craft a message for the proper audience. When the media calls on a company, the company should be willing to give the outlet the proper time and preparation as to not alienate the contact. Preparation is a key factor in the success of any media relationship. An executive should be familiar with a reporter's previous works and should by all means do a complete rehearsal of the interview before it occurs. This way, the executive will appear more confident and clear while delivering his or her messages.
Jennifer Miele did an excellent job of discussing the importance of a two-way relationship between an organization and a media representative. Her first-hand knowledge of how a relationship fostered in an afternoon can last and be mutually beneficial in the future displayed the necessity of an effective media relations initiative.
Media coverage of companies has certainly grown in the past generation. Whether the medium is television, radio, print or Internet, there is a constant stream of media reaction and opinion to the daily functions of the business world. This is where a communications team becomes so important. The team becomes the face of an organization, and without diligence, relationships with the media can become strained.
To maintain and foster a relationship with the various sources of media, companies need to first identify the proper outlets for their messages. Researching the "angle" of an upcoming story is important in order to craft a message for the proper audience. When the media calls on a company, the company should be willing to give the outlet the proper time and preparation as to not alienate the contact. Preparation is a key factor in the success of any media relationship. An executive should be familiar with a reporter's previous works and should by all means do a complete rehearsal of the interview before it occurs. This way, the executive will appear more confident and clear while delivering his or her messages.
Jennifer Miele did an excellent job of discussing the importance of a two-way relationship between an organization and a media representative. Her first-hand knowledge of how a relationship fostered in an afternoon can last and be mutually beneficial in the future displayed the necessity of an effective media relations initiative.
First-hand Experience
During our quarterly goals meeting last week, my department discussed an impending article in a trade magazine that will detail one of our new facilities. In the meeting we brainstormed ideas and topics for our executive to discuss with the reporter. This was the first step in what will be an intense preparation for our executive. He will be briefed on all important statistics and how this new facility has increased production and, in turn, customer service.
Our competition has been critical in the past of our business structure and we feel it is important for our executive to go on the record and lay these claims to rest. By the time the interview takes place in December, he will have been prepped with all of the ammunition he needs to effectively display our company's image.
The success that will come (and has come) of this interview is because our marketing department has the knowledge and ability to effectively communicate with the media personnel. Granted, our sole specialties are not in media relations, but each of us carry enough understanding of the process that a solid piece will be constructed.
Each month, the Communications Director at my company sends press releases to roughly ten different publications that print about the steel industry. In the process of receiving a promotion recently, I was contacted by a representative from the magazine who asked a few questions about my history and future plans. This give and take relationship between a publication and my organization is very effective and helps foster future relationships.
Our competition has been critical in the past of our business structure and we feel it is important for our executive to go on the record and lay these claims to rest. By the time the interview takes place in December, he will have been prepped with all of the ammunition he needs to effectively display our company's image.
The success that will come (and has come) of this interview is because our marketing department has the knowledge and ability to effectively communicate with the media personnel. Granted, our sole specialties are not in media relations, but each of us carry enough understanding of the process that a solid piece will be constructed.
Each month, the Communications Director at my company sends press releases to roughly ten different publications that print about the steel industry. In the process of receiving a promotion recently, I was contacted by a representative from the magazine who asked a few questions about my history and future plans. This give and take relationship between a publication and my organization is very effective and helps foster future relationships.
In the News
It has been a hard few months for our nation's banks. In this time of crisis, it is important that banks under new ownership provide their customers with knowledge and insight. Here, JPMorgan Chase lets its customers know that their money is safe.
And finally, here is a video from Jennings Public Relations & Advertising discussing the benefits of a "viral" Media Relations campaign:
And finally, here is a video from Jennings Public Relations & Advertising discussing the benefits of a "viral" Media Relations campaign:
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