The document discusses strategies for effective media relations. It outlines that maintaining good relationships with media is important for organizations to get free publicity. Some key strategies discussed are researching appropriate media outlets, developing press kits, issuing press releases about newsworthy events and announcements, inviting media to events, and designating spokespeople to represent the organization in media. It also discusses elements of an effective media relations policy and the roles and responsibilities of PR practitioners in implementing successful media strategies.

1. P A R T 38/5/2020 1
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2. THE MOST EFFICIENT AND COST-EFFECTIVE
TECHNIQUE FOR BUILDING UP THE
CORPORATE IMAGE OF AN ORGANIZATION IS
PRESS OR MEDIA RELATIONS
• Media plays a pivotal role between organizations and communities.
• Media serves as a liaison between companies and customers by
providing a two-way communication between them.
• Keeping the media informed about achievements and developments
of organization.
• Media relations work includes writing and distributing news releases
and responding to media inquiries.
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3. • It is through media; people form an opinion about a company
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Media
contacts
Press releases
Strategies
Press
Conferences
Press visits
Strategies
STRATEGIES
FOR KEEPING IN TOUCH WITH
MEDIA

4. RESEARCH & PLANNING
• Media relations begin with research. Thus a PR practitioner have to answer
questions like what makes a firm’s activities more appealing than its
competitors? What is the company’s expertise?
• Once the PR Practitioner is confident with the objectives of the
programmes and the themes/ideas to be presented, the next step is to
identify the appropriate media. Media Directories can also be helpful.
• Press Kit
• press kit makes it easy for reporters to quickly learn about the product and
brand, and access photos and marketing materials they can use.
• Print Media
• A PR officer may pick up recent copies of the publication and study them,
consider the editorial section as well in particular, how some publications
treat photographs
• Press Releases
• Media alerts reporters about specific events; thus press release provide
information to the reporters for them to be able to write news stories.
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5. 8/5/2020 5

6. PRESS RELEASE
• Press release (also known as News Release), is a document
issued to the media, financial community, trade and industry
analysts, investors and consumers to announce product
partnership, acquisition, event, personnel announcement and
other newsworthy items.
• Press releases are typically written by a companies’ PR
professional or by PR firm then delivered to journalists and
analysts for review.
• For announcements to be considered newsworthy, it must have
a broad, general interest and a sharp news angle to the target
audience, for instance, New Development
• A compelling headline can also differentiate an editor covering
a story or hitting the delete button.
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7. A PRESS RELEASE CAN
BE USED FOR
MULTIPLE
INFORMATION:
• New product
• A significant modification to an existing product
• Changes in corporate identity such as a company’s name or logo
• Joint venture
• Corporation union
• Corporate philanthropy (volunteer work, donation)
• A Press release is used in various ways:
• As general news story for the local newspaper and on the radio/tv
• Based on the;
o feature story
o press conference
o media event
o face-to-face interview
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8. MEDIA RELATIONS
• Maintaining a cordial relationship with the media is essential for almost all
organizations. Media provides a free space for the organization/company
through press releases and advertising. Hence, it is crucial to update media
firms regarding the company’s operations and also to know the policies of
media.
• Every media organization work within specific timeframe(deadline); therefore,
it is crucial for the organization to adhere to those deadlines.
• PR department has to maintain the smooth flow of communication between
the organization and the media.
• Media should be frequently invited to the company’s important events.
• Corporate communicators have to oversee all planning for news conferences
that encompass the selection of the event site, arranging for
banners/graphics to be displayed at the event. They also have to prepare
executives that will speak at news conferences.
• Media relations also comprises spokespersons that represent the company on
local television and radio programs.
• Corporate communicators monitor newspapers, television news broadcasts
and other outlets to have a clinch of what the media says about the company
and to devise strategies to address misinformation.
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9. MEDIA RELATIONS
POLICY
• A good media relations policy should meet the requirement of
media organizations
• A good media relations policy should include the details for the
special events to be organized from time to time targeting
media firms only
• A good media relations policy has always to emphasize
directing workers to respect the deadlines of the reporters
• A good media relations policy should create a favorable
viewpoint of media towards the organization at any cost
• It should include the recommendations to organize events from
time to time where media, in particular, is invited and given
clarifications
• A good media relations program should provide an honest
representation of the organization values and work ethics.8/5/2020 9

10. RESPONSIBILITIES OF A PR
PRACTITIONER
• PRO is responsible for researching its potential targeted
audience
• To influence public opinion in the right way
• To create a favorable image of the organization
• To maintain continuous information flow
• To analyze the public’s needs and structure communication
accordingly
• To link all the aspects of the corporation through a structured
form.
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11. EXAMPLE OF MAINTAINING MEDIA
RELATIONS
• An organization may reach out to the media at the time of:
• Launching a new product/service
• Initiating new factories or offices
• Launching organizations' promotional campaign
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12. ROLE OF A PR
PRACTITIONER
• The general role is to conduct communication activities
• To serve the organization in various manners
• To link the organization to its outer publics
• To determine the kind of image, an organization intends to
build among its corporate publics in the market
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13. STRUCTURAL
ELEMENTS OF THE
PRESS RELEASE
• 1. Headline
• 2. Dateline
• 3. Introduction
• 4. Body
• 5. Boilerplate
• 6. Media contact information
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14. RECAP
• A press release, news release, media release, press statement or
video release is a written or recorded form of communication
that is directed at members newsworthy.
• Generally, they are sent as assignments to editors and
journalists at newspapers, magazines, radio stations, online
media, tv stations/networks.
• Maintaining good media relations is one of the functions for
which corporate communication managers are best known.
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15. QUESTIONS
• What are the possible ways utilized to control rift in a
company/organization?
• What do you understand by the term Embargo?
• What is publicity?
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16. 8/5/2020 16
FTG Academy
Journalism & Mass Communication Wing
Professional Communication Wing
Email: ftgacademy1234@gmail.com
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