Media Relations

“If you don't know what to do, call the media and at least give the appearance of doing something.” David Peterson

One of the most critical areas within any corporate communication function is the media relations department. With the growth of television and internet, media relation function has become more critical because of the speed of information transfer. Now that companies are going global, it’s very critical for the company to have good relationship with the media so that during crisis Company can take advantage of it.

Today, so many websites, TV channels, Magazines, news papers are dedicated to business news that it is virtually impossible to find a topic or company that is not covered thoroughly. Today consumer generated news, socal networking, blog etc plays a major role in media relations. Most importantly media do not get excited about good news and good things that companies do. Instead, they are more interested in the bad news because people are more interested in gossips. This helps media to sell more.

"At best, good media relations, one of the ranges of tools within the discipline of public relations, could even prevent a business catastrophe by safeguarding company’s reputation and profitability"

Nothing boils the blood of any journalist or beat editor more than unknowledgeable media relations people. According to Bill Arnovich, Media Relations Specialist,

“You not only hurt your chances of securing media coverage for clients, but you also make it harder for the rest of us who actually prepare themselves before they engage any media pitching assignment. It pays in the long run, and it’s a good practice.”

With that in mind, here are 6 tips to building better relationships with the media:

• Identify who you are and why you are calling.
• Ask if this is a good time to talk. If it isn’t, ask the reporter to suggest the best time you should call back. Never ask a reporter to return your call. If it is a good time to talk, proceed to the next step.
• Let the reporter know you are familiar with the publication or with stories she writes about.
• Explain the idea in a sentence or two.
• Explain quickly why readers will care.
• Ask if the reporter is interested.
• Avoid sayin "no comment"; explain why you can't answer and promise to get back to the reporter when you can.

Following those simple six steps consistently can make all the difference in the world between a productive day and one that ends up empty handed.