| The media's role is to package and spread news, | | | | messages to be delivered in a positive way. Obviously |
| current affairs and public interest information to the | | | | pressured reactive responses, or worst still, no |
| public. They have great power to shape and influence | | | | response at all, can negatively influence public opinion |
| public opinion, to target and exploit audience reactions, | | | | of you and your organisation. |
| emotions and opinions. | | | | Media relations is also about; putting out regular media |
| Setting up and maintaining good relationships with the | | | | releases on appropriate issues that catch the eye, with |
| media can be of enormous benefit. Effective media | | | | short paragraphs written in newspaper style; actively |
| relations promote trust and balance between the | | | | providing comment on issues and or decisions; knowing |
| media and an individual and their organisation. | | | | what builds or makes a story; and knowing how to |
| Once you've proved yourself as a useful and | | | | keep a story alive and when to let it go. |
| dependable information source, you'll realise it can; help | | | | Using the media effectively can help you win public |
| to get your story into a news cycle, and provide | | | | support. Public support is critical when trying to |
| opportunities for the media to approach you for | | | | convince others, such as government or bureaucracy |
| comment on appropriate stories which in turn helps a | | | | of the merit of a particular proposal or application. |
| journalist add depth, by filling gaps or backing up | | | | Once you're comfortable talking to the media you |
| information, to their story. | | | | should take a proactive approach to your media |
| Effective media relations is about working with, rather | | | | relations. The benefits are well worth it in the long run. |
| than against, the media. That's not to say you can't | | | | If you're not ready to manage your own media |
| have a robust relationship with the media. However, | | | | relations, but would like to work toward it, consider |
| adopting this approach gives you better access to | | | | approaching a specialist in the field. They can provide |
| journalists when there is something to say in the media. | | | | advice or management as appropriate on media |
| Being available for comment when asked is another | | | | issues, help write media releases, distribute media |
| essential ingredient in effective media relations. In a | | | | releases, organise news conferences, facilitate |
| crisis, your well-established media relationship can also | | | | one-on-one meetings with journalists, as well as deal |
| provide you with a stronger opportunity to get a fair | | | | with crisis and issues management. |
| hearing in response. | | | | Effective media relations can help you and your |
| Consider for a moment reactive media relations - the | | | | organisation develop a media profile. The benefit of a |
| only time you deal with the media is when things go | | | | media profile becomes obvious when doors open |
| wrong. The reactive situation puts pressure on | | | | wider for you within government, business and the |
| outcomes and doesn't always allow for your | | | | community. |